SPA Use Case: Rich Result vs. No Rich Result Impact on Click Through Rate

Benefit

This use case guides a user through uncovering the impact of a specific Rich Result on a page set's click-through rate (CTR). 

Scenario

A healthcare organization is looking for ways to drive more traffic to their Physician pages. Some Physician pages have aggregate ratings which are made eligible for Review Snippet rich results with the addition of structured data. 

Getting ratings and reviews can be time consuming, but knowing the impact Review Snippets have on the click-through rate can help the organization decide whether they should prioritize this work. 

Prerequisite 

• A pageset (group of URLs) with:
  1. The same URL structure (in this case, all URLs contain "find-doctor/doctor")
  2. The same type of content (in this case, Physician pages)
  3. The same primary schema markup type (in this case Physician) which is sometimes eligible for the same rich result (in this case, Review Snippets)

Steps: 

Step 1: Login to app.schemaapp.com

Step 2: Click on Reporting on the side menu.

Step 3: Click on Performance Analytics.

Step 4: Click on Page Level Reports.

Step 5: In the All URLs Performance tab, use the Controls to select a start date and an end date.

Step 6: Still in Controls, input a specific URL pattern (this could be any pattern) in the URLs containing field (e.g. "find-doctor/doctor")

Step 7: Still in Controls, select "Review Snippet" (or any Rich Result you wish to measure) under Search Appearances. 

Step 8: In the URLs field, click the ellipsis on the top right, and select "Download to CSV". 

Step 9: Once downloaded to Excel, copy all the URLs.

Step 10: Back to SPA, in the same URLs tab, paste the URLs in the URLs Match field. 

Step 11: Select All Search Appearances and reset the URLs containing field. Note the Clicks and Impressions. (e.g. C:194.88K, I: 3.35M, CTR: 5.81%, 1016 URLs)

Step 12: Then select Review Snippet and deselect All Search Appearances. Note the Clicks and Impressions. (C:152.99K, I: 2.08M, CTR: 7.37%, 1016 URLs)

Step 13: Calculate the difference between these numbers to get the CTR when these URLs do not achieve the Review Snippet Rich Result. 

Step 14: Subtract the Clicks and Impressions for the Review Snippet from Clicks and Impressions for All Search Appearances to get Clicks and Impressions for when the Review snippet is not awarded. (1016 URLs)

Step 15: To get the CTR for when the Review Snippet is not awarded, divide the Impressions by the Clicks. 

Conclusion

On the "/find-doctor/doctor" pageset:

• Review Snippets account for 78% of clicks [2.08M / (2.08M + 1.27M)]
• Review Snippets are awarded 62% of the time [152.99K / (41.89K + 152.99K)]

Therefor, adding aggregate ratings to the Physician pages is a good strategy for driving traffic to this pageset.

For questions, please contact support at [email protected].