Surveys suggests that users leave pages within half a second if they do not find the desired results. This new feature allows users to complete a range of tasks via data entry without having to click through numerous unnecessary pages.
According to Netimperative:
'Islands' are designed to speed up engagement with websites and services by allowing users to action their query – such as booking cinema tickets, making restaurant reservations or paying a bill – directly from the search page rather than through an organisation's website.
"When people search on the rich web these days, they are often looking to carry out an action," said Ilya Segalovich, Chief Technical Officer at Yandex.
"What happens now is that even if you can see in search results a link to the website where you can potentially book your movie ticket or pay your bill, you still need to click through to this site and possibly even browse a few pages before you find the booking form.
"Interactive snippets deliver a new level of user experience. Sitelinks are an outdated way of providing information and rich snippets are mere decoration.
"We know users want faster, more direct engagement with services, and interactive snippets mean businesses can better serve the needs of their customers by offering a shortcut to the ultimate search."
The service has been rolled out to Yandex's 8 million Turkish users and is expected in Russia, Ukraine, Belarus and Kazakhstan before the end of 2013.
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