The statistical clickthrough analysis showed interesting, but expectable results.
As it was expected, the first three positions got the most of all clicks: the first position 42.3%,
the second positions 11.92% and the third position gathered 8.44% of all clicks.
Noteworthy, that there is a significant difference between first and second positions.
The #1 position received 72% more clicks than #2 and got almost 4 times more traffic. In addition,
when #3 position is compared with the first, it is also seen that the top position received 80% more
clicks then the #3 one. The high popularity of #1 position shows people expectation to find the most
suitable information fast by clicking on the very first search result.
However, as we move down the page, the rate of clicks decreased. The average of all
clicks in 4 - 10 positions is only 3.86%. Interestingly, that #10 position has better result then
#9 (2.97% vs. 2.83%) and is almost as good as #8 (2.98%). This result may be related to users search
manner to scroll the page down.
Also, if we count all click rates on the first page (1-10 positions), we will see that it got 89.68%
of all clicks. This simple calculation proves that the first page results are the most popular
through information seekers.
The rate of clicks on the second page (11-25 positions) decreased significantly. The #11
position (or the #1 position on the second page) received only 0.66% of clicks and comparing with #1
position on the first page got 98.44% less clicks. In addition, the second page (11-25 positions)
received only 5.85% of all click (the first page 89.68%) and got 15.3 times less traffic.
