The goal of the CTR research was to determine how the CTRs of the top 10 positions are affected by the SERP features mix on each device.
The data we used
We've selected 4 million non-branded UK & US keywords with search volume over 100 searches / month. They were enriched with SERP features from our rank tracker and also impressions, clicks and average positions from Search Console, for each device.
The data was grouped by device, SERP features mix and rounded average position. The result was a CTR curve for the top 10 positions on each combination of SERP features and each device.
The new set of CTR curves was used to improve our Forecasting model.