BunnyfootBunnyfootBunnyfootBunnyfoot
  • Our services
  • About us
  • UX training
  • Our clients
  • Blog
  • Contact us
    Home Content: White Papers, Research Reports and More User Testing is Key to Understanding People

    User Testing is Key to Understanding People

    By Jon Dodd | Content: White Papers, Research Reports and More | 0 comment | 12 May, 2014 | 0

    In 2012 we carried out research investigating the effectiveness of Google AdWords. Our previous research indicated that 41% of people tested didn’t know that Google AdWords were ads. This year Google AdWords rolled out a new design which we tested, and gained some surprising results. What is proven again and again is the importance of user testing, never just assume!

    Old Google AdWords Format: Our 2012 Results

    In 2012 Econsultancy published the results of a study we did on behalf of a car insurance client.

    The research revealed a number of interesting findings, including:

    • 41% of users tested did not know that the listings in the yellow boxes were ads
    • 81% of users tested clicked on Google AdWords results rather than organic search results

     

    Caption here

    2012 Google Ad format and heatmap from eyetracking in user testing

    New Google AdWords Format: Our 2014 Results

    At the beginning of this year, Google began rolling out the new format of their AdWords, presumably with the intention of making these paid results clearly distinguishable from organic search results.

    Again Econsultancy published the results of our investigation and once again, the research revealed a number of interesting findings:

    • 36% of users tested did not realise that the listings with “Ad” written in yellow beside them were paid for results
    • 27% of users asked did not even know that Google had any form of advertising

     

    Google_ads_eyetracking-both-2014

    New Google AdWords format and heatmap from eyetracking in user testing

    What can we take away from this?

    Despite the apparent increase of salience of the current design, our research would suggest that the changes have resulted in little difference in real-world recognition of what is an ad on the Google search results pages.

    If it is truly important that people can distinguish ads from non-ads (and presumably avoiding potentially misleading consumers is important) then the current Google design has not made significant change to this.

    As our hundreds of user tests over the last decade have shown, it is very difficult to predict what customers’ knowledge or understanding is. The clear value of  user testing can be seen with the sort of results seen above.

    Breakdown of our 2014 testing:

    • Testing carried out in February 2014
    • 103 users tested
    • Various locations across London
    • Age range of 18-65 years
    • All use Google as their primary search engine

    Want to learn more?

    • Training Course: User Testing
    Customer Insight, Customer Research

    Jon Dodd

    More posts by Jon Dodd

    Related Posts

    • Bunnyfoot airport research

      Nov 27, 2015

      As part of our Internet of Things (IoT) consultancy service we recently researched customer experiences at airports, specifically the departure journey. In the IoT you are ultimately trying to design service solutions, and in order to do so you must... Read more

    • Effective mobile usability testing – the rig matters

      Apr 14, 2011

      Technology's moving fast, isn't it?  Too fast for natural and effective mobile usability testing solutions to be on the market for the increase in apps and mobile sites we are seeing. Taking inspiration as we go, and getting as close to natural behaviour... Read more

    • Misleading Ads Mean Huge Budget Wastage for Leading Brands

      Jul 7, 2004

      Many leading brand advertisers could be wasting up to 90% of their online advertising budget - and causing mistrust and frustration amongst users - because of misleading adverts that make the user click-through by accident, according to new research from... Read more

    Leave a Comment

    Cancel reply

    Your email address will not be published.

    NextPrevious

    Recent Posts

    • ‘AR’-commerce – a novel and functional shopping experience January 26, 2021
    • Webinar: UX & Sustainable Service Design January 12, 2021
    • AR isn’t mainstream… or is it? January 7, 2021
    • What makes an effective UX Consultant? Bunnyfoot speaks to UX Usability Podcast December 11, 2020
    • What’s in a name? User Experience and UX Design vs. Design Thinking November 24, 2020

    Categories

    • Brain Bites: 2 Minute Insights
    • Brain Feasts: Longer Reads
    • Brain Licks: 10 Second Wisdom
    • Bunnyfoot Updates
    • Content: White Papers, Research Reports and More
    • Events
    • News and Announcements
    • Talks and Presentations
    • Tools and Resources
    • Uncategorised

    LONDON

    4th Floor
    54 St John’s Square
    Farringdon
    London
    EC1V 4JL

    Tel: 0207 608 1670

    SHEFFIELD

    The Old Chapel
    8 Mortimer Street
    Sheffield
    South Yorkshire
    S1 4SF

    Tel: 0114 478 2950

    OXFORD

    Boston House
    134 Downsview Rd
    Wantage
    Oxfordshire
    OX12 9FF

    Tel: 01235 606 140

    Cyber Essentials (PLUS) Logo
    • Copyright Statement
    • Terms & Conditions
    • Training Course Terms & Conditions
    • Privacy Policy
    • Jobs
    © Bunnyfoot Ltd 2020 | Bunnyfoot is part of the Sideshow Group
    • Our services
    • About us
    • UX training
    • Our clients
    • Blog
    • Contact us
    Bunnyfoot
    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
    Privacy PolicyREJECTACCEPT
    Privacy & Cookies Policy

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are as essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
    Necessary
    Always Enabled

    Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

    Non-necessary

    Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.