News
News
1/31/2006
07:17 PM
50%
50%

Search Engines Excel At Turning Shoppers Into Buyers

Shoppers directed to online retailers from general search engines are more than twice as likely to become buyers than people who arrive through most other online sources.

Shoppers directed to online retailers from general search engines are more than twice as likely to become buyers than people who arrive through other sources, a Web analysis firm said.

During the last three months of 2005, the conversion rate for search engines at retail sites was 2.30 percent, compared with 0.96 percent for other sources, such as banner ads, affiliate marketing links, shopping search engines and other referring links, WebSideStory Inc., said in a report released this week.

Search engines, however, lagged far behind direct navigation, which had a conversion rate of 4.23 percent. Such acquisition sources include people using their own bookmarks to get to a site, or typing the URL into their browser.

"The best conversion rate still comes from good old-fashioned branding and customer loyalty, where visitors either bookmark your site or type your URL directly into the address bar,” Ali Behnam, a senior digital marketing consultant for WebSideStory, said in a statement.

Nevertheless, search-engine marketing and optimization was still far more effective than most other means of getting shoppers to a Web site, Behnam said.

WebSideStory basis its findings on people visiting Web sites that use the company's Web analytics technology.

Comment  | 
Print  | 
More Insights
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Tech Digest, Dec. 9, 2014
Apps will make or break the tablet as a work device, but don't shortchange critical factors related to hardware, security, peripherals, and integration.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of December 14, 2014. Be here for the show and for the incredible Friday Afternoon Conversation that runs beside the program.
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.