Optimum number of search results

The study found that users preferred fewer search results per page, with a significant drop in user engagement beyond 10 results. Despite the perception that more results would be beneficial, it was found that users valued faster loading times over additional results. This highlighted the importance of latency and time to user satisfaction, even if users were unable to consciously articulate it. Google understood that 10 results were generally sufficient for users and they did not need to convince users that fewer results were better. This finding posed a challenge for trying to change user behavior, especially in personal interactions such as dating.