New Mediative research: The value of optimizing your Google Places Listing
Mediative has done a lot of online research over the years, using eye tracking technology, remote surveys, click mapping and face-to-face interviews to examine how people interact with web pages.
Location based marketing has become a critical component of digital marketing strategy. With that in mind, we wanted to examine how people interact with search results from Google Places listings to answer these questions:
- Where do searchers look on the page?
- Does it make a difference if a listing has reviews?
- Do people really look at the map?
- Is Google’s Golden Triangle still applicable?
Using the Tobii eye tracking technology in our Toronto office’s TiveTank™ research lab, we put Google Places business listings to the test. We also ran the study online and mapped visitor click behaviour. In the study, we created a scenario that included searches across four cities, on a virtual road trip.
We looked at the importance of social signals in a Google Places listing, the effect of thumbnail images, and what happens when a listing offers more clickable assets.
Here’s an example “heat map” from the study that shows the aggregated results of where people were looking on the screen.
The full results of the eye tracking and click mapping research will be released in a whitepaper exclusively to Mediative subscribers on November 5th. The whitepaper will include heat maps, click maps, and analysis of the results with recommendations on making the most of your Google Places listing.