Searcher Behavior - SES NYC 05
searchenginewatch.com report by rustybrickDr. Bonny Brown from Keynote Systems on the customers perspective:
"Relevance is #1 factor in search loyalty, including sponsored results"
Should be "tracking users as to where people get lost during the clickstream. To get the "complete customer behavior" you need more detail. Customers have expectations, and you need to understand and measure them. Then you need to understand the "whys" actions of behavior.
"The results... Google is number one from a customer's experience ranking. Yahoo is number two and MSN is number three BUT Yahoo and MSN are both closing in on Google."
Gord Hotchkis from Enquiro: "explained the possible influencers include type of user, presence of brand, trusted URLs, demographics and trusted sources of information...they expected to see a strong correlation between these sources. But what they saw was that the most important influencer was ranking. Of all the click throughs on organic listings, 24% on number 1, 19.5% number two and 12.8% on the number three listings. They came up with a theory named, the search confidence theory"...
Check out the details re their eye tracking studies
Cam Balzer from Perfomics (DoubleClick just bought them in July 04). "In all four verticals about 50% use search before they buy. Marketers have several opportunities to reach buyers, around 6 - 12 searches per user (interesting)."
posted by Jen @ 8:54 AM
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