Since early 2015, Mobilosoft has been collecting Google statistics for its clients.
Using these statistics, we have built a mathematical model that enables us to estimate the traffic Google generates at points of sales. This model has been validated by several retailers and is used on a monthly basis to identify the actions to deploy in order to improve the local listing of retailers.
At the same time, this collection of statistics enables us to monitor Google usage trends among consumers. That's the subject of this article and the figures quoted come from a sample of more than 2,000 of our clients' points of sale, analysed monthly, and cover the first four months of the year.
A significant increase in the visibility of points of sale
During the first four months of the year, we can see a significant increase in the average visibility per point of sale: +29%. This figure is interesting and can be interpreted in two ways:
- Firstly, it could be due to a rise in the number of Google users and/or the frequency of use. While that's undoubtedly the case, it's rather difficult for us to measure this impact, as Google simply doesn't give us access to that information.
- Secondly, it could stem from the quality of the work done by Mobilosoft. With this in mind, it's worth comparing the results of our clients before and after they started working with Mobilosoft. Interestingly, for those clients who started with us at the beginning of the year, the average growth is 44%. But the clients whose visibility we are optimising with regular postings saw an even greater growth rate: 57% on average.
An explosion in activation!
In parallel with the visibility of points of sale (represented by the number of impressions for the store's web pages), we measure three types of activation on Google pages:
- The number of clicks that lead to your website
- The number of calls to your stores
- The number of requests for directions
Since the beginning of the year, these three types of activation have generated a 60% increase in the click-through rate. We measured this rate as follows: number of clicks / number of impressions. This suggests that consumers are increasingly using Google as an assistant shopper.
A highlight is the increase in the number of requests for directions, which has been quite impressive since the start of the year. For the 2,000 points of sale in the study, the increase is 217%! Google is therefore slowly superseding the other GPS tools available.
Google is truly being used by consumers as part of their local searches. And it's only just beginning. The speed at which Google's shopping-related products are evolving makes anticipating and monitoring future developments even more essential. Today, businesses with a retail network can no longer afford to neglect the subject.
These businesses also need to keep abreast of other trends... And Google isn't the only company that's particularly active in this field, as other geolocation players (Apple, Here, TomTom, Waze, etc.) are continuing to grow as well...