Tips and tricks for not getting caught forgetting Valentine’s Day
It’s February 14th. Your significant-other excitedly hands you a gift and says “Happy Valentine’s Day”…then looks at you, hopeful for something in return.
But you have nothing. You have forgotten that it’s Valentine’s Day.
But instead of just admitting you have forgotten, you say the first thing that comes to mind. “I’m taking you out tonight for dinner”. And then you sneak off to the computer and start ferociously Googling. Where are you going to find a restaurant that has availability tonight – on Valentine’s Day!
Mediative recently conducted an eye-tracking study looking at the changing Google search engine results page (SERP), and how this causes people to search. We asked participants several Valentine’s Day themed questions, and from these results we can help you solve your forgetful dilemma with the maximum chances of success – and by success, I mean avoiding the doghouse!
In our study we asked the following question: “Imagine that you’re getting ready for Valentine’s Day and you want to find a restaurant for dinner before a movie. Use Google to find a restaurant near the Eaton Centre.”
The heat map above shows where people looked on the Google SERP – the red areas are those that were viewed the most, followed by yellow and green. As you can see, there is a high concentration of views to the top four listings – these are ratings and review sites. Our research determined that when it comes to a service business, such as a restaurant, people want verification in the form of ratings and reviews before trying somewhere new. This is why so many people look at, and 77.8% click on, the rating and review sites in positions 1-4 on the SERP.
Less people scroll further down the page and view or click on listings nearer the bottom of the page. So, when you’re looking for a restaurant with a higher likelihood of availability on Valentine’s night, know that fewer people have looked at, and clicked on, the listings nearer the bottom of the page!
We also asked participants in the study to “Imagine that you’re getting ready for Valentine’s Day and need some gift ideas. Use Google to find some ideas for Valentine’s Day gifts.”
Now, in this case, you’re probably looking for verification that other people have purchased something similar – so that you know you’re on the right track with your gift. Once again, the majority of the page views and 72.7% of page clicks are to the top four listings – which are very closely related to the intent of the search query. These top 4 listings are great resources for gift ideas. Check out one of these sites, buy a gift, and at dinner, you say their gift is still in the mail!
Voila! Problem solved, and you’re not in the doghouse for the night!
Check out the full SERP Research here: The Evolution of Googles Search Results Pages and Effects on User Behaviour