The 'I'm Feeling Lucky' button on Google is rarely used because people strongly prefer to see search results above the fold; very few users accept a single computer-selected result when they could choose between multiple options.
factualpending
Speaker
Rory SutherlandEvidence Quote
“nobody clicked the I'm feeling lucky button on Google... the number of people who actually click it, i.e., I'm feeling lucky, take me straight to a single page, is vanishingly small”
Source
Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherland— The Knowledge Project PodcastCreated: 8/10/2026, 11:32:46 PM
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