These statistics source from a compilation of SERPS behaviour studies for which I’ve listed source information at the end of the article. If you disagree with a figure, or have additional figures or sources, please do post them to the discussion.
- 42% of search users click the top-ranking link. 8% click the second-ranking link, and the click-through rate (CTR) continues to drop thereof.
- When these two top-ranking links are artificially switched, the click-through ratio of 42-8% drops to 34-12%, demonstrating the importance of engaging copy in addition to rank position.
- 62% of search users click a link on the first page of search results
If you are still using just hits and pageviews to measure your website’s performance, it’s time to ask yourself a few questions about how well you understand the performance of your website. How do these metrics contribute to understanding of how well you are acheiving your business objectives? eMarketing is just like offline marketing, in that requires measurement followed by optimisation. Only better, because we have more data.
Thus, central to every web project should be a Website Performance tracking sheet outlining targets and progress across a variety of measures that together communicate to your web management teams a picture of performance towards objectives. Use your imagination to find those indicators that provide into the performance of your website.