As more and more shoppers use their smartphones to research and make purchases, competition for clicks has gotten stiffer. For example, only the top three positions in mobile search results perform well. Consumer reviews are also important. In our study, listings that had at least 3+ star reviews took 41 out of 47 clicks. The number of reviews counts, too: 29 of those 47 clicks went to listings that had at least four reviews.
As more and more shoppers use their smartphones to research and make purchases, we will see retailers focus on optimizing for the mobile shopping experience. This includes making sure that their business listings come up high and prominently for users. In 2011, Mediative ran an eye-tracking study on user behavior on the mobile device using the free Google Places app on the iPhone. Below are some key takeaways from the study:
- Top three positions and social signals like reviews on Google Places perform well on mobile phones. Listings that had at least 3+ star reviews took 41 out of 47 clicks.
- The number of reviews matter too. 29 of the 47 clicks went to listings that had at least four reviews.
- Eye-tracking reveals that while images on the iPhone listings are very small, users would pause on a listing because of the social proof offered by positive reviews, and then look at the image before making a decision to click to see if they are trustworthy. As a result, it's important for businesses to give some special consideration to mobile imagery.