1 94. Click-through rates Companies work hard to
have their website listed at the top of an Internet
search. Is there a relationship between a website's
position in the results of an Internet search
(1 = top position, 2 = 2nd position, etc.) and the
percentage of people who click on the link for the
website? Here are click-through rates for the top
10 positions in searches on a mobile device: 51
Position Click-through rate (%)
23.53
2
14.94
3
11.19
4
7.47
5
5.29
16
3.80
7
2.79
8
2.11
9
1.57
10
1.18
(a) Make an appropriate scatterplot for predicting click-
through rate from position. Describe what you see.
(b) Use transformations to linearize the relationship.
Does the relationship between click-through rate and
position seem to follow an exponential model or a
power model? Justify your answer.
O O AN
ly
the