Brian Wood:

O n the Wayfair SEO team, we keep track of our non-branded click curves: the average click-through rate (CTR) for each ranking position. This helps us accurately evaluate the potential opportunity of keyword clusters.
 
 Over the last two years, the total share of organic clicks on page one of our e-commerce SERPs has dropped 25% on desktop and 55% on mobile.
 
 For the ad-heavy non-local SERPs that we work in, paid ads are likely now earning nearly the same percentage of clicks as organic results — a staggering change from most of the history of Google.
 
 Organic CTR loses 25% of click share on desktop, 55% on mobile