Sometimes when you search for something on Google sometimes you see review stars next to a search result. Like this:
Does it work to attract more clicks?
If it does, by how much?
CXL together with Belron International performed a study to answer these questions.
Here is what was compared:
For more (eyetracking heatmap data, attention focus etc., click the link at the bottom for full results.)
This study showed that review stars in search engine results significantly improve click-through rates, by as much as 35%.
Researchers conducted a custom research study to identify differences in click-through rate among variations of organic search results pages for two markets, one in Belron®’s most Western market, and another in a large European market.
The results showed that review stars of Google search results pages (SERP) for both markets resulted in a significantly higher click-through rate.
Review stars in the search engine results page helped traffic uplift by 35% in the Western market and in the large European market, the same test yielded a 13% traffic uplift.
Some statistics of note:
- Users for the Western market took less time considering whether or not to click an organic search engine result with review stars included.
- The Organic Area of Interest (or “AOI”) treatment 1 with review stars had a higher percentage of users clicking and number of clicks metrics.
- There was significantly higher click-through rate for organic 1 SERP result with review stars, based on surveys for both the Western and European brands.
Again, the old truth worked: social proof works. It’s just a matter of how to show it in a proper and believable way.
The review stars for both companies resulted in a significantly higher click-through rate for organic SERP pages. The implications of the findings are that in the future, SEO is where the group sees a high area of focus for review star usage, as this seems to yield higher results.
PS. It’s a 5-star article! ★★★★★