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You are probably already familiar with Google Street View, the service that allows you to stroll virtually through the streets of cities and villages around the world and also allows even the most casual illuminated people to be photographed by the Google Car in unusual situations.
But did you know that this service is also a great tool to improve the attractiveness of a point of sale and that it has a major impact on local SEO?
How does it work?
Simply by adding a 360° virtual tour of your store in your Google My Business listing. This practice is part of what Google calls the “Drive to store“. We’ll explain it all to you!
The 360° virtual tour.
In this very special period, improving visibility, referencing and maintenance of the brand image, are for a local brand of the first order imperatives. By boosting the attractiveness and attendance of a point of sale, virtual tours actively fulfil these three objectives.
The goal is, as you will have understood, to encourage Internet users to immerse themselves and wander freely inside your establishment. This need to visualize a place before going there (or not) is a major trend that has been observed for a few years now, as well as the growing importance of opinions and comments posted on social networks in the consumer purchasing process. The physical distancing reflexes that we all adopted during the corona crisis are likely to amplify these behaviors.
Displaying and opening the doors of your establishment in this way can also be perceived as a guarantee of transparency and quality, which can encourage some users to feel more confident about coming to your point of sale or visiting your website.
Google Street View doesn’t loose arguments.
A study carried out in 2015 by the IPSOS institute already showed the impact of Google Street View on the behavior of Internet users and on the conversion rate, i.e. the ratio between the number of visits in shops and the number of visits on the Internet.
- Internet users who consult an establishment’s file offering a Google virtual visit are twice as likely to visit a point of sale (red column);
- The 18 – 34 year olds are, on average, 130% more motivated to visit a point of sale after having consulted a virtual tour;
- 67% of those surveyed would like to see more establishments publicizing their virtual visit.
Enrich the virtual tour on your site.
As mentioned above, it is advisable to integrate your virtual tour on your site. And in this case, it is possible to add functions such as: information bubbles, a reservation module, product sheets with their description and a direct link to your e-commerce site, Call to Action, etc. to the images of your establishment.
By combining the effects obtained through immersion with those of interactivity, it is possible to offer an astonishing and seductive experience to your visitors.
Conclusion.
With the virtual tour, take full advantage of the power of Google, improve your Local SEO, stay ahead of your competitors and adapt your website to new uses.
