Speaker: Jean-Philippe Romeo, Director of Owned Media and Research – Mediative
Description: Companies like Google has revolutionized the way we search online and interact with these search engines.
Jean-Philippe Romeo, Director of Owned Media and Research of Meditative, will examine how online search behaviour has changed over the years. With more than 10 years of findings to share, companies will learn how to adjust their search marketing and adapt to these norms.
Top 3 Session Takeaways:
In this session, Jean-Philippe shared the findings of a 10 year study he conducted with regards to online search behaviour. The study tracked eye movements of participants while they interacted with search engines in a controlled environment. Below are some key findings and facts from this study:
1) Desktop Searches
Back in the day, when people searched online they scanned information in a triangular pattern known as the Golden Triangle. But heat maps from this study show that people now look at information in a vertical fashion.
“People are viewing more search listings during a single session but are spending less time viewing each one”
If you can’t get your user’s attention in less than 1.3 seconds, then you’ve already lost them.
Tip: Put your call-to-action within the first few lines as opposed to the end
2) Mobile Searches
Unlike desktop, mobile has less real estate to work with when it comes to searches. People tend to focus above the fold, but that space is typically taken up by the first result. Unfortunately, people don’t take as much time scrolling through the end of the results
“Only 7.4% of clicks were below the 4th organic listing versus 16% on a desktop”
3) Ways to Engage the Consumer
Engaging customers online proves to be a difficult challenge. Sometimes people’s eyes don’t even focus on what’s right in front of them. Instead, they choose to see what they want to see.
Jean-Philippe has given five main elements for companies to focus on when it comes to online search on mobile devices:
- Knowledge Graph
- Local Listings and Map
- Star Ratings
- Sponsored Listings
- Organic Listings
Hopefully the insight from these studies will give you more direction on online search behaviour. The more you get to know your customer and what catches their attention, the easier it will be to create strategies that will entice them to click on what you want.