July 19, 2005

Don't Blink, or You Might Skip Over My Ad!!!

If you still haven't heard, Did-it Search Marketing, Enquiro, and Eye Tools have worked together to conduct a study on the eye movement patterns of searchers.

The key findings are:

Organic Ranking Visibility
(shown in a percentage of participants looking at a listing in this location)

Rank 1 - 100%
Rank 2 - 100%
Rank 3 - 100%
Rank 4 - 85%
Rank 5 - 60%
Rank 6 - 50%
Rank 7 - 50%
Rank 8 - 30%
Rank 9 - 30%
Rank 10 - 20%

Side sponsored ad visibility
(shown is percentage of participants looking at an ad in this location)

1 – 50%
2 – 40%
3 – 30%
4 – 20%
5 – 10%
6 – 10%
7 – 10%
8 – 10%

As you can see, and probably know from experience, being in the top results can have a huge impact on your visibility and click through rates. You can also see that below the fold (the first and thickest red bar, that users lose interest. They will usually look elsewhere if they don't find their results below the fold or at least on the first page of results.

You can see a sample, which includes the "Golden Triangle", here. The full report costs $149.

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