Search engine use for online shopping

Verizon Superpages hired Kay to moderate a series of usability tests focused on understanding how consumers use search engines to make purchasing decisions online.

The Superpages study compared the effectiveness of Superpages against two other search engines for making local and online purchases. All participants in the study were regular online shoppers. They had developed their own style of researching and locating goods and services through the Internet.

The usability tests were an opportunity to learn about how consumers use search engines in the buying process - from early investigation where they may not know the name of the product or service, to finding vendors, to comparing offerings and making a final purchasing decisions.