Hope you didn’t miss it too much. After a 4 week sabbatical, it’s time to get back into the weekly groove of a Wisdom Wednesday.
1. Stats Corner
- The average age of pages that ranked first on Google were nearly 3 years old.
- 80% of B2B leads come from LinkedIn.
- 59% say that they have stopped shopping with a brand due to a difficult or unclear returns process.
- 38% of people say that constant discounts make a brand look cheap and unfashionable whilst 25% say they are less likely to shop regularly with a retailer who always had a sale on.
Following a similar approach to the company’s flights checker, Google have taken a big step to improving the experience of booking cinema tickets online. Typing ‘showtimes’ into the search engine will return a list of search cards showing when and where the latest blockbusters are viewing in the hope of making it easier for the public to compare movies by venues, location and reviews.
In addition to this, ratings from websites like IMDB and Rotten Tomatoes are available to see how Fast and Furious 36 fared with the critics. Currently, this feature is available on the Google app for Android in the US and India and will soon be available on the Google app for iOS.
How to optimize for Voice Search
Voice search is becoming more and more popular, with gadgets like Amazon’s Echo and Google Home battling it for the home assistant crown. As a result of this, it’s crucial to optimize your site for Google Voice searches on mobile and other devices.
It has recently been discovered that sites that use tables on their web page may lose traffic for searches related to their own websites due to tables not translating well to voice search. For example when searching for “[brand name] + pricing”, sites which would have their pricing listing in tables would often not rank as well.
It’s important to note that this is just a theory for now and may have more factors involved than just tables on the site, however it is certainly something to consider going forwards.
Eye Tracking Technology
Eye tracking technology is one trend that hasn’t gone fully mainstream yet but still offers invaluable data for market research as well as how brands can improve products and boost conversions. One great marketing campaign example comes from Palace Resorts with their ‘Never Lift a Finger’ campaign.
The idea was that the user visited a micro-site, provide access to their webcam and then followed on screen instructions to find their perfect destination. They were shown two videos of different activities, food, hotels, weather and more simultaneously, and based on which videos the user looked and engaged with more, a recommendation for a certain holiday was given to them.
The videos create impact and awareness while the personalized itineraries presented at the end of each quiz spur engagement and lead to a seamless holiday booking experience.