Mabaya, the sponsored product ad network for e-commerce, has gathered information from several UK sites that sell consumer electronics. The report checked the effect of the product’s location in the category pages on the number of clicks the product received and revealed some interesting, if unsurprising, results.
The research found that 50% of clicks to product pages were generated from the category’s first search result page.
The second search result page generated 26% of the clicks to product pages, the third page generated 12%, the fourth page generated 4%, the fifth page generated 2% and the remaining pages generated 1%. This means that the first two pages of the category generated 75% of the clicks to product pages.
On each page, the average number of clicks was half the number on the page before and double the number on the next page.
For non-brands, being placed first had an even greater impact. The research found that for products that were less well known or branded, the click rate on each page was three times higher than the click rate on the following page.
For these kinds of non-branded products, appearing on the first result page was critical in getting visitors to click and make a purchase.
Above and Below the Fold
The research also confirmed that the position of a product on the results page is highly significant. Products appearing on the first line of the results page generated the highest number of clicks. The second line was 20% less effective. The third most effective line was the last line on the results page, which was 20% less effective than the second line.
In general, products that appeared in the first half of the results page generated 40% more clicks than the products that appeared in the second half of the page.
Sponsored Products – Perceived Just Like Any Other Product
One other interesting finding was that there was no relevance to the fact that some of the products were sponsored, i.e., that someone paid to promote them. The sponsored products on each page (if and when they appeared) generated the same average number of clicks as the other products on the page placed in a similar location.