B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
39%
39% -- first site task completion rate for Search-engine-referred e-commerce users (2011)
Among e-commerce users who started by searching the web in usability testing, 39% completed their task on the first site they selected from the search engine results page.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
39%
Unit
Percentage
Data Vintage
2011
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen Norman Group
Primary
Tier A
http://www.nngroup.com/articles/e-commerce-usability/ ↗
Source Article
Nielsen Norman Group
Original Research
Nielsen Norman Group
· Original study ↗
Methodology
Web-wide usability tasks; users starting via search engine
Methodology documented
Segmentation
IndustryeCommerce
RegionGlobal
RoleAll marketers
Channelsearch
Cite this stat
Plain Text
Search-engine-referred e-commerce users: 39% first site task completion rate. Source: Nielsen Norman Group (2011). Via Lighthouse Intelligence -- https://lighthousedata.io/data/serp-first-site-task-completion-39
HTML Embed
<blockquote cite="https://lighthousedata.io/data/serp-first-site-task-completion-39" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>39%</strong> -- first site task completion rate for Search-engine-referred e-commerce users<br><small>Source: Nielsen Norman Group (2011) · <a href="https://lighthousedata.io/data/serp-first-site-task-completion-39" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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