When using heatmaps to gauge interest levels for Google Local Carousel results, search marketer Matthew Hunt discovered that 48 percent of searchers surveyed clicked the Carousel results, while only 14.5 percent clicked on the map.
Using the search term ‘Chicago Restaurants,’ Hunt asked 83 searchers to click on the area of the Google search results page that was of most interest to them. According to Hunt’s study, 40 searchers clicked on Carousel results, while 12 of the 83 searchers clicked on the map.
As you can see from the heatmap of the results page, as well as the image highlighting overall clicks, the eighth Carousel position attracted the most interest of all the Carousel results.
The study was published on LocalU.org as a follow-up to a survey asking people for their reaction to Google Local Carousel results using the same search term. While the original study only surveyed ten people, it revealed two of ten people clicked on Carousel results, while four of the survey participants clicked on Yelp’s organic listings.
The two people who clicked on Carousel results, clicked on the third and eighth Carousel results – the same Carousel positions that garnered the most clicks in this study.