How much time do you have to grab a shopper’s attention? Not much, according to a recent study by Mediative, which reveals searchers spend around 1.17 seconds viewing each listing on a page. In 2005, it was just under 2 seconds. That’s more than a 60% drop in the past decade!
Short attention spans aren’t the only obstacles to successful search marketing. Eye-tracking studies from 2005 and 2014 reiterate that location matters. No matter how great an ad is, placement on the page is key to winning consumer engagement.
Google Heatmap Data 2005: Engagement Pattern is Triangulated
Google Heatmap Data 2014: Engagement Pattern is Vertical, but still focused at the top of the page
Translating Trends into Actions for a Travel Marketer:
A travel marketer could take these trends to mean they must be at the top of the page, no matter the cost. That’s not realistic since most budgets are finite, and top of page placement is often expensive and competitive. So what’s a marketer to do?
Want more tips to achieve Search Marketing Success for your Travel Product?