[Sigia-l] ROI/Value of Search Engine Design - Resources?

[scottmcd at cognetics.com]

These two statements from Jared's recent post present an interesting question:

> 
> From: "Jared M. Spool" <jspool at uie.com>

> However, we did see *sites* where every user used Search. In fact, on 21% 
> of the sites, every user who came to it clicked on Search immediately. In 
> addition, on 32% of the sites, every user who came to it clicked on one of 
> the category links immediately and didn't use Search. Our inference from 
> this is that it is the design of the site that encourages users to utilize 
> Search, not some natural tendency of the user.

and

> It's interesting that, for your example, you chose the product genre of 
> computer accessories, because it's one of the worst performing genres 
> overall that we've measured. Almost all users go to Search in that genre 
> because the category links are usually dismal. 

I could easily see the genre being a significant factor in a person's general approach to finding things.  Likewise with a web site's design.  Are you able to tease apart the effect of genre from the effect of design in your research?

Does a person's mental model of something include assumptions or perceptions that lead them toward finding it in a particular way (search or browse)?

Thanks,

   Scott McD.