Our study shows that generative AI is reshaping search, but long-standing habits persist. Many users still default to Google, giving Gemini a fighting chance.
Most calculator and quiz tools provide at least one or more of the following services: converting inputs, predicting the future, or providing recommendations.
Calculators and quizzes provide personalized information. Users approach these tools with an exploratory mindset and appreciate them while making decisions.
Enriched search suggestions are expanded content recommendations related to a user’s search query on a website. While they can be useful, they are rarely utilized due to a range of implementation issues.
When users search for information, they don't always keep looking for the best solution. In our eyetracking studies 20% of the time, users make do with the first result and don't look any further.
If users don't use your search a lot, it's often because the search user interface is poorly designed. Here are the top guidelines for how to show the search feature on both desktop and mobile.
Eyetracking studies show that users sometimes look at only a single result on a search-results page because that result is good enough for their needs.
Search-engine design alters users’ gaze patterns on search-engine results pages, but only when users find the information on the page relevant to their current task.
Now that people can easily find answers to their questions directly on results pages, content creators must rethink their role in providing information to their users.
Today, a SERP (search engine results page) contains so many design elements that users don't have a simple way of picking out their preferred link. Eyetracking studies show that users' eyes bounce around the page between items in a scan pattern that resembles a pinball machine game.
We organize online information-seeking activities that lead to important decisions and actions according to 5 dimensions: purpose, method, content, social interaction, and device used to carry out the activity.
Is it enough to have a search feature on a website? Or do users also benefit from a well-designed navigation interface? Depending on the nature of the site, the balance between the two can change.
Because today’s search-results pages have many possible complex layouts, users don’t always process search results sequentially. They distribute their attention more variably across the page than in the past.
