Here is a Summary of their findings:
1. The #1 result in Google’s organic search results has an average CTR of 31.7%.
2. The #1 organic result is 10x more likely to receive a click compared to a page in #10 spot.
3. Organic CTR for positions 7-10 is virtually the same. Therefore moving up a few spots on the bottom of the first page may not result in more organic traffic.
4. On average, moving up 1 spot in the search results will increase CTR by 30.8%. However, this depends on where you’re moving from and to. Moving from position #3 to position #2 will usually result in a significant CTR boost. However, moving from #10 #9 doesn’t make a statistically significant difference.
5. Title tags that contain a question have a 14.1% higher CTR vs. pages that don’t have a question in their title.
6. Title tags between 15 to 40 characters have the highest CTR. According to our data, pages with a title tag length between 15 and 40 characters have an 8.6% higher CTR compared to those that are outside of that range.
7. URLs that contain a keyword have a 45% higher click through rate compared to URLs that don’t contain a keyword.
8. Adding “Power Words” (Secret, Powerful, Ultimate, Perfect, Best, Insane, Amazing) to your title tag may decrease your CTR. We found that titles with Power Words had a 13.9% lower CTR compared to titles that didn’t contain Power Words.
9. Emotional titles may improve your CTR. We found that titles with positive or negative sentiment improved CTR by approximately 7%.
10. Writing meta descriptions for your pages may result in a higher CTR. Pages with a meta description get 5.8% more clicks than those without a description.