Click-Through % vs. Ranking in SERPs?

What percentage of people click #1, #2, #3, etc...

[Dante_Maure]

While not from Google the only statistics I've been able to dig up on this [conversion.7search.com] may give us at least a hint with regards to general search behavior.

The above stats + a bit of number crunching yields the following percentages for the number of people that do click:

#1 37%

#2 20%

#3 13%

#4 9%

#5 6.5%

#6 4%

#7 3%

#8 2.5%

#9 2%

#10 1.8%

Though according to the source material from 7Search, less than a paltry 20% of searches result in a click on even the first page of SERPs.

Does anyone know of any other research that supports or refutes these numbers?

What about your experience with the AdWords estimated page views when weighed against the actual traffic in your logs from various positions in the Top 10?

[europeforvisitors]

I don't have any statistics to back up my hunch, but I'd guess that the number of people who click on search results below #1 would depend on the quality of the search results--and that quality is dependent not only on the search engine, but also on the nature of the query.

For example, if I search on "Eddie Bauer," Eddie Bauer's Web site is likely to come up at the top of the SERP...and there's no need (and no reason) to click on anything lower down if I'm just looking for the address of an Eddie Bauer store or I want to order a parka online.

But if I search on "parkas" or "outdoor clothing," I'm much more likely to click on additional search results because I'm looking for either general information or choices...and because the search results won't be as clear-cut and focused as the results from my search on "Eddie Bauer."

[brotherhood of LAN]

Same goes for number of SERP's on a page, plus "advertisements" that regularly cloud up a simple page of SERP's.

Layout, how many SERP's are "above the fold" etc etc.

Would love to get some credible info in this area too.....if not some sort of "average" if there is one.

[rfgdxm1]

>Though according to the source material from 7Search, less than a paltry 20% of searches result in a click on even the first page of SERPs.

This may have to do with the fact a lot of people are clueless about how to use search engines. I happen to have a section on my website that is an online collection of an Internet Zine from years ago. All of these are over the 101k size that Google indexes. I get a ton of hits from people obviously *not* looking for what is on my site from Google because they use excessively long search terms, at it just so happens that these old Zines are one of the few pages that actually have all the words on them. Thus the reason for that 20% may not be that the search engine doesn't give relevant results with good search terms. It could be that people are so poorly choosing their search terms often nothing comes up on page 1 that is what they were searching for. Thus they move on to further pages, or try another search term.