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Browse vs. search

This paper describes an interesting study of e-commerce sites that was set up to determine factors involved in the decision to use search or browse menus to find products.

According to the authors Michael A. Katz and Michael D. Byrne, the decision of a user to search or browse a site is affected by multiple factors including:
- The site information architecture in terms of labeling and menu structure
- The user's inclination to search
- The prominence of search and browse areas

They found that:
- Given broad, high-scent menus, participants searched less than 10% of the time, but they searched almost 40% of the time when faced with narrow, low-scent menus
- Participants showed a higher success rate when using the menus to find products as opposed to search
- Searching for products wasn't faster or more accurate than browsing

Links:

Henrik Olsen - February 24, 2005

See also: Navigation (44)  Search (21)  E-commerce (21)  Research (88) 

 

COMMENTS TO THIS POSTING

In a related study, Mike Industries has determined that 99% of web surfers find it both ironic and annoying that research *about the web* is still being published in PDF format.

Mike D. | February 24, 2005


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