Captology Notebook - Stanford University: Top Web Behavior #10: Enter a keyword

May 13, 2004

Top Web Behavior #10: Enter a keyword

In a recent entry, BJ Fogg mentioned an important belief of our lab: the web is about persuasion, not information. Our lab has identified the top ten behaviors that websites want from you.

Over the next month, we'll unveil these ten behaviors. Some of them are obvious, but others might surprise you. For each behavior, we'll show you some examples from top sites. Most importantly, we'll tell you what the websites gain, and what you lose, each time you comply.

This is the first entry in our series.

The Behavior
Most websites have a search feature, allowing users to jump straight to the information they want, without having to figure out the site's navigation system. What most users don't know, however, is that their searches are logged, and the information captured is often carefully mined.

What they gain (and you lose)
Website operators want to know why you've come to their website. By tracking hits, operators can get a feel for what their users want, but the picture is often murky. Tracking keyword searches provides much better resolution: if 12% of visitors to a cooking website search for "pea soup", then the operators know a lot about their users. This enables them to help you by organizing their sites and focusing their efforts. But, more importantly, it helps them. They can use this information to adjust marketing efforts, or to sell targeted advertising. Google is a real specialist in this: they auction the right to show ads in response to search keywords. The program made the news recently when the price for the "mesothelioma" (a kind of lung cancer associated with asbestos) topped $90.

Posted by Adam Wright at May 13, 2004 11:46 AM

Comments

I understand that the cooking website might promote ads for pea soup when I search for pea soup. I understand that they can thus gain financial reward from the ad placement. I don't understand how I "lose" in this situation. I get what I want AND I get an ad that's perhaps more relevant to me than a randomly selected ad. I may even click through the ad and buy pea soup from the vendor online (like I usually do :). What did I lose in the process?

Posted by: Gina Venolia at May 13, 2004 12:51 PM

Quite true, though despite the benefits of storing/mining data based on behaviour, it isn't always accurate when it comes to personalisation.

Beware the danger of segmenting users based on their search, browse or purchase history, as the results can be misleading.

For some web companies, such as publishers, it is fairly straightforward - keywords pretty much determine interest.

But look at online retailer and you'll see the danger straight away - people largely shop online in the run up to Christmas, ie they are buying presents for other people.

To take their purchase/browse/keyword history as 100% indicative of their personal interests would then be folly, particularly when they've been shopping for Gran.

A pinch of salt is required - obviously it depends on your business, but be careful when customising emails following a data mining exercise particularly just after Christmas time...!

Posted by: chris lake at May 14, 2004 10:22 AM

Gina, what you lose is privacy, though it depends on your query, of course. (So, you probably wouldn't be embarrassed about researching pea soup--just make sure you spell "pea" right!)

Posted by: Scott Sanders at May 14, 2004 12:15 PM

No group of professionals meets except to conspire against the public at large.
-- Mark Twain
lipitor

Posted by: lipitor at May 24, 2004 05:21 PM

The opposite of a correct statement is a false statement. But the opposite
of a profound truth may well be another profound truth.
-- Niels Bohr
lipitor

Posted by: lipitor at May 25, 2004 01:22 PM

Great news... Blackjack it"s awesome be the dealer casino bonus the btd everything Internet Casino is just bethedealer fantastic Online Casino i"m crazy Online Poker we have won so much money Poker that a great chance Roulette i would thought Casino about winning Google i mean casino blog

Posted by: casino at May 27, 2004 04:36 AM

Posted by: casino at May 27, 2004 05:24 AM

Posted by: casino at May 27, 2004 06:13 AM

thanks

Posted by: penis enlargement at May 29, 2004 04:45 PM

Nice site. Keep up the good work.

Posted by: asbestos legal at June 3, 2004 09:07 PM

Body Piercing, Body Jewelry Catalog

Posted by: Body Piercing, Body Jewelry at June 4, 2004 02:23 AM

Nice site...

Posted by: Andy Hobson at June 5, 2004 07:15 PM

:-)

Posted by: penis enlargement at June 8, 2004 02:43 AM

Hi there! Nice site of yours, thanks! Visit our most complete body piercing catalog http://body-jewelry.reestr.net/body-pircing/

Posted by: PiercingGuru at June 9, 2004 05:15 AM

Most complete body piercing satisfaction. Belly Button Rings.

Posted by: Belly Button Rings at June 13, 2004 06:30 AM

Hmmmmm interesting

zapraszamy po czadowe gry java na gry java,
po dzwonki polifoniczne do dzwonki
polifoniczne oraz po komputery laptopy notebooki
tanie laptopy.
You can find the best nokia ringtones and logo at
nokia ringtone, get the best melodies for your
nokia mobile phone and get cool nokia logo at nokia logo and backgrounds now http://www.nokia-ringtone-logo.com

!!!

Posted by: dzwonki at June 16, 2004 11:45 AM

Thank you for sharing that with us!

Posted by: penis enlargement at June 26, 2004 10:14 AM

Thank you for sharing that with us!

Posted by: penis enlargement at June 26, 2004 10:53 PM

Does love equal hell?

Posted by: penis enlargement at June 27, 2004 05:08 PM

I am truly astonished!

Posted by: penis enlargement at June 27, 2004 06:36 PM

Does love equal hell?

Posted by: penis enlargement at June 27, 2004 07:01 PM

I am truly astonished!

Posted by: penis enlargement at June 27, 2004 08:28 PM

Quite amazing!

Posted by: penis pills at June 28, 2004 11:41 AM

Quite amazing!

Posted by: penis pills at June 28, 2004 12:18 PM

And this is my website.

Ralph Solinas o

Posted by: Ralph Solinas at July 1, 2004 02:15 AM

h1 { font-size: 60%; } Tramadol buy tramadol purchase tramadol order tramadol tramadol shipping tramadol delivery online tramadol express tramadol tramadol coupon discount tramadol tramadol rebate cheap tramadol cheapest tramadol tramadol special Butalbital buy Butalbital purchase Butalbital order Butalbital Butalbital shipping Butalbital delivery online Butalbital express Butalbital Butalbital coupon discount Butalbital Butalbital rebate cheap Butalbital cheapest Butalbital Butalbital special Celebrex buy Celebrex purchase Celebrex order Celebrex Celebrex shipping Celebrex delivery online Celebrex express Celebrex Celebrex coupon discount Celebrex Celebrex rebate cheap Celebrex cheapest Celebrex Celebrex special Fioricet buy Fioricet purchase Fioricet order Fioricet Fioricet shipping Fioricet delivery online Fioricet express Fioricet Fioricet coupon discount Fioricet Fioricet rebate cheap Fioricet cheapest Fioricet Fioricet special Vioxx buy Vioxx purchase Vioxx order Vioxx Vioxx shipping Vioxx delivery online Vioxx express Vioxx Vioxx coupon discount Vioxx Vioxx rebate cheap Vioxx cheapest Vioxx Vioxx special Ultracet buy Ultracet purchase Ultracet order Ultracet Ultracet shipping Ultracet delivery online Ultracet express Ultracet Ultracet coupon discount Ultracet Ultracet rebate cheap Ultracet cheapest Ultracet Ultracet special Ultram buy Ultram purchase Ultram order Ultram Ultram shipping Ultram delivery online Ultram express Ultram Ultram coupon discount Ultram Ultram rebate cheap Ultram cheapest Ultram Ultram special Viagra buy Viagra purchase Viagra order Viagra Viagra shipping Viagra delivery online Viagra express Viagra Viagra coupon discount Viagra Viagra rebate cheap Viagra cheapest Viagra Viagra special Phentermine buy Phentermine purchase Phentermine order Phentermine Phentermine shipping Phentermine delivery online Phentermine express Phentermine Phentermine coupon discount Phentermine Phentermine rebate cheap Phentermine cheapest Phentermine Phentermine special baby bugaboo baby bugaboo stroller bugaboo bugaboo accesories bugaboo accesory bugaboo and stroller bugaboo carriage bugaboo diaper bag bugaboo double stroller bugaboo frog bugaboo frog and wilmington delaware bugaboo frog chat forum bugaboo frog denim stroller bugaboo frog review bugaboo frog sale bugaboo frog stroller bugaboo frog stroller chat bugaboo frog stroller free shipping bugaboo frog stroller mi bugaboo frog stroller reviews bugaboo frog strollers free shipping bugaboo frog twin stroller bugaboo parasol bugaboo stroller bugaboo stroller used bugaboo strollers bugaboo usa complete bugaboo frog stroller discount bugaboo stroller discount bugaboo strollers discounted bugaboo strollers review bugaboo stroller used bugaboo frog used bugaboo stroller Candles buy Candles purchase Candles order Candles Candles shipping Candles delivery online Candles express Candles Candles coupon discount Candles Candles rebate cheap Candles cheapest Candles Candles special Levitra buy Levitra purchase Levitra order Levitra Levitra shipping Levitra delivery online Levitra express Levitra Levitra coupon discount Levitra Levitra rebate cheap Levitra cheapest Levitra Levitra special Candles Cheese casino poker online poker

Posted by: Celebrex at August 3, 2004 11:06 PM

Posted by: ultram at August 9, 2004 02:20 PM

Online Tramadol is one of the most prescribed treatments for pain in the world. More than 55 million people have taken cheap Tramadol to relieve their back pain, shoulder pain, and other chronic conditions. By acting on parts of the brain that trigger pain, and by reducing the size of pain signals that travel throughout the body, Tramadol provides powerful pain relief in just minutes! Buy Tramadol Now or visit this site: http://www.top-tramadol.com

Posted by: tramadol at August 11, 2004 06:44 PM

Posted by: ket at August 13, 2004 09:54 AM

pissing dripping wet see through bikinis see throughwet t-shirt wet t-shirt contest t-shirts wet t-shirts t-shirt 70 t-shirts funny t-shirts caught wet pants underwear mens underwear men in underwear boys underwear mens underwear piss peeing girls peeing women peeing pee watersports wet t-shirt wet wet pussy wet t shirt wet see through bikinis wet t-shirt contest wet panties wet t-shirts wet t wet shirt wet tshirt wet girls wet t shirts wet t shirt contest wet pants

Posted by: som at August 13, 2004 01:47 PM

Posted by: lora at August 13, 2004 08:25 PM

Posted by: sid at August 13, 2004 10:02 PM

h1 { font-size: 55%; } Soma Buy Soma Online Soma cheap Soma Soma drug buy soma online watson soma order soma soma prescription generic soma soma carisoprodol order soma online Ultracet Ultracet side effects Ultracet tablet Ultracet information Ultracet drug Ultracet medication Ultracet dosage Ultracet medicine Ultracet tab Ultracet info buy Ultracet Cheap Ultracet Tramadol cheap tramadol tramadol online buy tramadol cheap Tramadol tramadol hcl cod tramadol tramadol hydrochloride ultram tramadol tramadol side effects tramadol prescription overnight tramadol acetaminophen tramadol 120 tramadol order tramadol cheapest tramadol buy tramadol online Skelaxin skelaxin side effects skelaxin tablet 800 skelaxin skelaxin information 800mg skelaxin skelaxin drug skelaxin dosage skelaxin 400mg 800 mg skelaxin skelaxin medication skelaxin tab Flexeril flexeril tablet flexeril drug flexeril dosage flexeril generic flexeril medication 10mg flexeril information on flexeril buy flexeril cyclobenzaprine flexeril online flexeril prescription flexeril Celebrex Celebrex side effects buy celebrex Generic Celebrex celebrex information celebrex medication celebrex capsule celebrex and dosage drug celebrex celebrex side affect cheap celebrex celebrex 200mg Zanaflex Zanaflex side effects Zanaflex tablet zanaflex drug Zanaflex information buy zanaflex Zanaflex info Zanaflex dosage Generic Zanaflex Zanaflex medication Butalbital butalbital and acetaminophen acetaminophen butalbital caffeine codeine butalbital apap caffeine butalbital acetaminophen and caffeine Cheap Butalbital Butalbital APAP Buy Butalbital butalbital aspirin caffeine Butalbital Fioricet butalbital aspirin caffeine codeine butalbital pill prescription Fioricet fioricet prescription buy fioricet fioricet with codeine cheap fioricet fioricet online generic Fioricet buy fioricet online cod fioricet fioricet information order fioricet order fioricet online Ultram ultram side effects buy Ultram ultram tramadol Ultram addiction ultram prescription Ultram online Ultram tablet buy ultram online ultram medication generic ultram Cheap Ultram Vioxx side effects of vioxx buy vioxx vioxx medication vioxx drug information on vioxx vioxx dosage vioxx tablet generic vioxx buy vioxx online vioxx online vioxx 25mg