tigho is forcery, nyc, real estate, advertising, tech

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 5^th. The whitepa­per will include heat maps, click maps, and analy­sis of the results with rec­om­men­da­tions on mak­ing the most of your Google Places listing.

Sub­scribe now to receive this valu­able insight.