Study Demonstrates Impact of Google Checkout, Visibility of Search Engine Click-Through Rates
“Given the competitiveness of the search engine environment, it is increasingly important to understand the many driving factors that prompt a consumer to click on a certain ad and follow through on a call to action,” said SendTec president, Eric Obeck. “Given the text only advertising that appears in a Google results page, the appearance of a graphic such as the Google Checkout icon begs for this kind of analysis. I am not sure if Google considered this when they launched the Checkout icon or what it means to businesses, but certainly the appearance of any sort of visual next to an advertiser’s text listing is something that SEM’s and advertisers should be considering.”
Eyetools’ eyetracking heatmap visualizations are the industry standard for presenting eye tracking data. “The study’s results show that, all things considered, eyetracking is a very good predictor of where people will or will not click,” said Greg Edwards, CEO & Founder, Eyetools Inc. “The first step to optimizing designs and copy is to establish a baseline, so we are excited to partner with companies such as SendTec who see the value of understanding how people interact with new design elements to analyze the effects of any search engine nuances on consumer behavior.”
In 2006, Google introduced Google Checkout as a tool to allow shoppers to make purchases online without having to reenter their personal information every time they opted to pay at a new site. One of the primary selling points of this service was the inclusion of the Google Checkout icon in AdWords listings for participating advertisers.
To review the full results of the study, please visit http://study.sendtec.com.
About SendTec, Inc:
SendTec is a leading customer acquisition ad agency with expertise in multi-channel integrated direct marketing, online and offline. The company builds and leverages technology as an integral part of growing its clients’ businesses. Search engine marketing, direct response television and lead generation are the company’s unique specialties. SendTec is headquartered in St. Petersburg, Florida, with an office in New York City and account representatives serving its clients across the U.S. For more information, go to www.sendtec.com