Search results Serp Design: Personalization can affect user behavior

In order to organize the search line of the designer exchange, specially to prepare some information. "SERP 2010" is one of them, but it is not discussed because of the time relationship. The original is the English report, I chose some chapters very difficult to do some translation.

Previous: Web Design experience: Designers understand the search results page serp

60-page PDF download address to fill in your name and contact the way you can download the free, in case of RP problems caused by the inability to download the classmate, if indeed interested, please leave the email address, I will send you.

The report is lengthy and involves a few topics: does personalization affect user browsing time? Is there a difference between a business purpose customer and an non-commercial customer browsing behavior? What is the user behavior on the serp of multiple forms of content composition?

The report, which was produced in 2007, uses a large number of eye-movement testers and expert interviews, which are recommended for download.

I chose one of the points: the impact of personalization on user behavior.

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The left image is not personalized Google SERP, the corresponding white box in the right image of the area for personalized content, in the report shows how to achieve personalization, they will allow testers to login with Google's account, tracking their browsing behavior, record their visit to the site to judge their needs- What will be the next move?

For example, a network purchaser, is he staying in the research analysis phase or is about to buy? The information that the two users focus on is different, so it provides a basis for personalized design.

Through the eye-movement tester, it can be seen clearly that:

Even if the personalization entries don't appear at the top of the gold position, they get almost the same amount of attention and clicks. On the left, the content of the same area is not recommended based on user behavior, with only a small amount of attention, and three clicks.

Changes in user behavior:

Is the user or type F browsing this list page? what is f-type browsing

Let's look at how images and personalization change the behavior of common users.

Without considering the image and personalization, we predict that the user's browsing behavior is this:

He first sees the top result (area E), and then starts the line-like browsing from here.

In fact, once the image and personalized impact, user F-type browsing behavior is disrupted.

1. He was first drawn to the picture (a region).

2. Then this has a picture of the entry B area to draw his attention.

After making a judgment, if there is no personalized content below, we predict the user will look up to the EC area, and then browse from top to bottom.

With personalized content, because of its relevance, the user's attention is first attracted by the content of the D area.

Below is a timeline of the comparison, the following two are no pictures and personalized content of the impact of the SERP, the above two pictures and personalized content of the SERP.

Give us the revelation:

As Google and other search engine results become richer, they are progressing in relevance and the richness of the media. It turns out that the assumption that the results that are at the top of the table will be paid attention to is progressively affected, meaning that the sponsored links of the page should also keep pace with relevance and vision.

Google SERP 2010:

In the report, the researchers made an idea of what Google's search results page would look like in 2010 years. 2007 's vision, I found that 2009 years of Google has presented some of the elements envisaged. For example, Google in the member login status will allow users to delete, sorting functions:

The researchers boldly envision the personalized appearance of Google Serp:

• 1. For those who are about to buy

A: Shop ads (sponsored Links), according to the user's location, to carry out shop recommendations, advertisers can rely on this for the best effect of the crowd positioning.

As the above analysis, sponsored links began to consider the richness of the performance, so that users can be more serp to pay attention to.

B. Delete features (haha, is not exactly what Google is doing), to provide users with more impact on their own serp functions.

C. See more results -because the 2010 search engine more accurate, so the home page does not provide users with too much choice. Users can expand a traditional search Results list page by clicking More results.

D. When a user makes a search, a tab is expanded.

E. Local stores --Integrating Google Maps.

F. Search Filtration

g.online retailer Promotion-- gives the name and link of the store that sells the product online, and has the price of the current product.

The following is the results of this page's eye-movement tester:

As we can see from the above figure:

1. The page Search page area (A) still occupies the majority of clicks.

2. The shop's local area attracts more clicks and concerns.

3. The Buy it now area may have attracted fewer clicks because of low position.

4. The top of the search element filter to attract attention and click.

5. The right column of the ads, although the form is relatively rich, but the attention and CTR compared to other plates on the low side.

The researchers also made another personalized serp for users who are "still in the research and analysis phase." They chose a batch of tests based on browsing behavior and search behavior that were defined as testing in research rather than purchase.

In this serp, for this group of users, made a number of plate and content adjustment.

For example: In search results, the addition of the customer review entries, other items are also personalized processing, biased in favor of consumer evaluation site more than specific commercial sites.

At the same time in the C area below, do a blog search entry.

D area of Google Book,sns marketing tools.

The results of the eye movement test on this page are as follows:

As you can see from the diagram above:

1. The most popular area is the customer Review (consumer evaluation).

2. The second is the personalized relevance entry (B) the sponsored links (C) above the regional--b region have lost almost their attention.

3. It now has little attention and even a user who goes directly over the area to see the blog post.

4. Similarly-the rich content on the right is once again overlooked.