Converting impression results into clicks for Google and Yandex in 2019

This article will be useful for product managers, marketers and all those who are interested in knowing the probabilities of transitions by position depending on the place in the organic search results Google and Yandex. It will contain several facts, figures, links and conclusions that I made for myself, analyzing this issue.

Thesis:
Conversion “displaying the search result -> go to the site” in Google or Yandex, depending on the position in the organic search results (on the computer):

1 position - 35% 

2 position - 17%

3 position - 10%

4 position - 7%
5 position - 5%

6 position - 4%

The conversion “displaying the search result -> go to the site” to Google or Yandex, depending on the position in organic search results (on mobile devices):

1 position - 28% 

2 position - 16%

3 position - 10%

4 position - 7 %
5 position - 5%

6 position - 4%

Slightly more expanded:

The following links influence the clicks on search impressions: relevance of the results, finding sites familiar to the user, intentions of the applicant, the most important thing is the location of the display in the search results .


Fact:
The closer the search result in search engines to the top line, the more likely it is that the user will follow the link to its source. But not everyone knows how high you need to be in order for the ratio of clicks to transitions to be relevant. And is it good enough to have say your show on page 2 of the issue.

In order to measure “sufficiency”, it is necessary to calculate for each place in the issuance OCTR (Organic Click-Through Rate) - the result of a formula that reflects the percentage of clicks (clicks on the source link) of users after they saw the organicissuance upon request. Then compare the metrics for all positions in the search results. People from Advanced Web Ranking are doing just that, collecting monthly information on millions of keywords and tens of thousands of sites, and then openly publishing the findings of their observations. 

The conversion “displaying the search result -> go to the site” to Google, depending on the position in the organic search results (on the computer):
1 position - 35%
2 position - 17%

3 position - 10%

4 position - 7%
5 position - 5%

6 position - 4%

Conversion “displaying the search result -> go to the site” in Google, depending on the position in organic search results (on mobile devices):

1 position - 28% 

2 position - 16%
3 position - 10%

4 position - 7%
5 position - 5%

6 position - 4%

These data indicate that in current realities it is simply necessary to be on the first lines of search engines, otherwise the service or product gets very large chance to go unnoticed.

Conclusion:
Every third person follows the very top link. 74% of users make transitions to sites with search results in the first 5 positions. For all other 1,000,000 request items, only 26% of users remain.

Useful links:

GOOGLE ORGANIC CTR HISTORY
Organic Click-Through Rates in 2014
Google Organic Click-Through Rates in 2018