SYS-CON MEDIA Authors: Pat Romanski, Liz McMillan, Elizabeth White, Yeshim Deniz, Roger Strukhoff

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Les internautes acheteurs et les internautes en quête d'informations visualisent différemment les résultats de recherche

Les internautes acheteurs et les internautes en quête d'informations visualisent différemment les résultats

NIJMEGEN, Pays-Bas, February 22 /PRNewswire/ -- Pour la première fois, une étude de lisibilité optimale (oculométrie) dirigée par De Vos & Jansen Market Research et Search Engine Mediabureau Checkit, démontre clairement que les internautes qui effectuent des recherches avec l'intention d'acheter et les internautes qui recherchent de l'information ont des habitudes de visualisation différentes pour les résultats de recherche. Cette étude prouve que les acheteurs visualisent plus de résultats de recherche et privilégient plus les marques que les chercheurs d'informations.

Les personnes intéressées peuvent lire le rapport de recherche dans son intégralité sur le site http://www.checkit.nl/press-reportenglish_eyetracking_research.html

Conclusions des habitudes de recherche

1) Les consommateurs visualisent un résultat de recherche pendant 1,1 seconde.

2) 98 % visualisent les résultats de recherche organiques (issus de l'index du moteur).

3) 96% visualisent les (trois) premiers résultats de recherche sponsorisés.

4) 31% visualisent les résultats de recherche sponsorisés situés à droite.

5) Les acheteurs visualisent plus de résultats de recherche (10) et le font plus longuement (11,4 secondes). En outre, ils se concentrent davantage sur les noms de marques qui leur sont familiers.

6) Les chercheurs d'informations visualisent moins de résultats de recherche (8) et le font plus rapidement (9,4 secondes). En outre, ils accordent plus d'attention au contenu qu'aux noms de marques.

Recommandations de marketing pour les moteurs de recherche

1) Assurez-vous que votre site Web est en position prédominante dans les résultats de recherche. Votre site Web attirera davantage l'attention, et le contenu des résultats de recherche sera considéré comme pertinent et d'actualité.

2) Essayez de vous situer en position prédominante dans les résultats de recherche organiques parce que ces résultats seront visualisés plus longuement et plus souvent par les consommateurs.

3) Exploitez les éléments suivants : les noms de marques et de sites Web connus et sérieux, la description de fonctionnalités Web intéressantes, l'indication des prix, la répétition de mots clés et la mention de la diversité des produits offerts sur un site Web. Ces éléments sont les raisons pour lesquelles les consommateurs cliqueront sur un lien.

4) N'utilisez pas de lettres majuscules, de publicité tapageuse et de points d'exclamation, car ils ont la réputation d'être agaçants.

Structure de la recherche

Les pages Web visualisées par les 50 répondants ont été fournies par cinq moteurs de recherche : Google, MSN, Ilse, Lycos et Kobala. Les répondants étaient à la recherche de cinq produits populaires de cybercommerce : un prêt pour rénover, une voiture d'occasion, une assurance automobile, un billet d'avion pour New York et un lecteur de mp3 Philips. La moitié des répondants avait reçu des questions et devait trouver des informations concernant ces produits. L'autre moitié devait se mettre à la recherche de ces produits, mais avec l'intention de les acheter.

Les rédacteurs peuvent utiliser ce texte à condition que De Vos & Jansen (http://www.devosjansen.nl) et Checkit (http://www.checkit.nl) soient mentionnés.

Checkit

Renseignements : Marnix van Gisbergen +31-243502797, [email protected]; Paul Aelen, [email protected], +31-243593770

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