Google Testing Enhanced Buy Buttons for Movie Ticket Purchase

Last week when I was discussing the new Google approach to immersive mobile search I noted that if Google didn’t get you on the click they got you on the clock. This definitely falls under “the click” category.

Google, in what is clearly a test*, is offering movie purchases up with a bold, call to action for each movie time available that takes you directly to Fandango. This screen was visible for several hours this afternoon.

Google has long had a transactional relationship with Fandango, what is different in this test is the presence on the front page of big, fat buy buttons.

This test shows the lengths that Google is contemplating in order to gain transactional “traction” in local.

enhanced-call-to-action

*Test or not? This new layout has been coming and going for the past 24 hours. It’s now visible again. So perhaps it is rolling out. Perhaps not. Are you seeing it in Europe? On Android? On iphone? Please let me know.

Here is what it looks like regularly:
Photo Apr 02, 5 10 10 PM

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