I apologize if this question has been answered before, I have been trying to search for an answer to it, but can't find the right words to use.
Say I search for "hairy widgets" on google. Of the total click thrus that are garnered based on this search, what percentage of these click thrus go to the 1st listing, the 2nd listing, the 3rd listing, etc...
My guess here is that the number will drop off exponentionally as you get lower in the page rankings.
I really hope that all makes sense, my brain hurts after trying to get it all out.
From the informal tests I've seen performed it appears that people are conditioned to look for important information at the top of the page, briefly scan the middle and then look at the bottom of the page before clicking "next".
The increased conversion rates for positions #3 and #4 may be due to people comparison shopping, finding the same product at a better price or finding the same product at the same price and either:
1. They don't return to previous sites because there is no need. 2. They feel more comfortable with the site they are at due to design, SSL, Thawte cert, etc.