Question: What percent of the time do people click the first item on Google search results page?

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May 30, 2018
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Research, Question of the Day, Advertising, Behavioral Finance, Purchase Decisions

Answer: 24% (mobile) - 32% (desktop)

Legend: CTR = Click through rate 

Questions:

  • Describe your search habits when looking for info for a school project and how many links you typically click on. 
  • What are your search habits when looking to purchase an item? Do you search on a specific website or search from a general search engine (e.g., Google or Bing)? 
  • What are advantages/disadvantages of limiting your search to the first 4-5 items from a Google search? 

Click here for the ready-to-go slides for this Question of the Day that you can use in your classroom. 

Behind the numbers (SmartInsights.com):

There is a big difference in CTRs for the 1st and 5th place. Users are less likely to scroll down for information as this requires more time - often the first couple of results are well trusted because Google has placed them higher than results that can be found on page 3. 

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Comparison shopping is important. Here's an NGPF Activity where students compare prices for items they will need in college. 

 

About the Author

Tim Ranzetta

Tim's saving habits started at seven when a neighbor with a broken hip gave him a dog walking job. Her recovery, which took almost a year, resulted in Tim getting to know the bank tellers quite well (and accumulating a savings account balance of over $300!). His recent entrepreneurial adventures have included driving a shredding truck, analyzing executive compensation packages for Fortune 500 companies and helping families make better college financing decisions. After volunteering in 2010 to create and teach a personal finance program at Eastside College Prep in East Palo Alto, Tim saw firsthand the impact of an engaging and activity-based curriculum, which inspired him to start a new non-profit, Next Gen Personal Finance.