The Value of Search Position
Searchandise Commerce, a provider of site monetization and retail search media solutions, has announced the results from an ongoing click distribution study, which was based on click data that was collected over a two-year period from Searchandise Commerce’s retail search network.
Results show that more than two-thirds of clicks occur in the top 20 search and browse results on retail sites, and the top three positions account for 33 percent of the clicks. The Searchandise study also shows a gradual decline in clicks from position 1 to 12.
“Retail sites have emerged as strong media vehicles giving advertisers access to the ultimate in true behavioral targeting. After all, who is more important to influence than the consumer researching TVs on a retail site?” says John Federman, president and CEO, Searchandise Commerce. “Further, this research identifies the payback for retailers who have invested deeply to make their sites relied upon resources for consumers. The fact that the clicks are distributed more evenly than on paid search engines makes sense – retailers are delivering search results that are relevant with product selections and shopper intent.”
Although this is the first study directed towards search and browse position on retail sites, Searchandise’s results are very similar to other studies that have analyzed the value of position on search engines like Google.
For example, in May 2011 Optify reported that CTRs for the top three results on search engines account for 60 percent of clicks.
In the end, search position matters — whether it is on a search engine like Google or on a retail site, because after all, more clicks equals more sales.