Have you ever seen or heard of someone using it?
Back in the days when Google didn't automatically redirected you to the results page as you typed, I think not a lot of people used the "I'm Feeling Lucky!" button (as backed by this and other references). They would rather click "Search" or "Enter" and be taken to the results page and from there they'd be happy to click on the first result that Google provided (if that's the case) and repeat this over and over for as long as they needed to go back to the page.
What is so appealing about the results page? Why people like to hand-pick the results, even when the Software and the User agree on the best solution? Why would the user like to skim through inaccurate results that rank lower than the actual software's best result before they actually take action?
Answer
There are two psychological key aspects that are in play when it comes to this matter.
- Users want to feel as they are in control
- Users (people) want the ability to choose
The I'm feeling lucky feature does not cater to either of these aspects.
It is true that the user and the SEO will agree on the most suiting search result on a majority of the time. However, the amount in clicks is in no way a reflection on the time spent focusing on the additional search results. As seen in this graph:
The users will click the top search result a majority of the time. But at the same time they will on average also review the second and perhaps the third search result as well. This goes back to the previously mentioned aspects. Users don't want to feel like they're missing out on what they're seeking.
They want to be in control, requesting a range of search result and skimming through them. They want to choose, after skimming through the search result even though they on a majority of the time will choose the SEO top result.
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