To search for a Funeral Director, visitors to UK-Funerals.co.uk simply select a county (or metropolitan area) and then a city, town or borough. At this point, users are presented with a two-column list of all of the Funeral Directors registered in the area.
[NB. Please note that no typing is required, particularly helpful for less experienced computer users]
Listing positions are numbered left-to-right, top-to-bottom, mimicking the way in which we read a block of text. The eye is naturally drawn to position 1 in the top-left, making this the most read.
It depends a little on the visitor's screen size and browser configuration (for example, how many toolbars are installed) but the top 4 listings are usually fully visible, with the next 2 partially visible as shown in the diagram (right).
Items on a webpage that are visible without scrolling are often referred to as "above the fold", harking back to the era of newspaper publishing where newspapers would be folded on the news stand, the top halves containing the most eye-catching headlines & photographs (and the most expensive advertisements), on full view to the passing public.
As with newspapers, our analysis demonstrates the importance of positioning on the (web)page:
Funeral Directors can raise their position by opting for paid-for listings:
- Position 1 achieves nearly one-third of all clicks.
- The top 4 "above the fold" positions attract 71.2% of all clicks
- No position below 4 achieved more than 5% of the clicks available.
(Enhanced listings (£95) appear above Basic listings;
Premium listings (£150) are presented above both Enhanced and Basic listings.
Compare listing types
Listing Positions on a Page
CTR by Listing Position
Source: Web data collected 1/9/12 to 19/12/12