When searching for products and services online, appearance matters: 48% of search engine users say they are more likely to click on a search result if it includes an image and 53% are more likely to click if a company name or brand appears multiple times on the search engine results page, according to a survey from Performics.

Still, 88% of surveyed search engine users say they're more likely to click on a result that contains the exact words or phrases they've searched for; 26% are more likely to click on a result that contains a video.

Such searchers say they are most influenced by a search result's description (75%), followed by the title (73%) and URL (60%).

Below, other findings from Performics' 2010 Search Engine Results Page (SERP) Insights Study, conducted by ROI Research Inc.

Search engine users are persistent. If at first they don't succeed, they try a different approach:

  • 89% modify their search keyword terms and try again.
  • 89% try a different search engine.
  • 79% scroll through multiple search results pages if necessary.
  • 19% abandon their online search effort—and take it offline.

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