A study by WebSideStory reveals conversion rates to client visits come from search engines.
Most marketers agree that the conversion ratio of customer visits is one of the metrics to follow monthly and to try to improve day after day with actions to optimize their sites and campaign optimization actions. But when you already have that ratio, we miss the power compared to other sites, to see if it is above or below the average.
Last week, WebSideStory published a study on conversion averages customer visits, the four major search engines.
The study was conducted from statistics collected by the websites of electronic commerce B2C (business to consumer end) using WebSideStory HBX as of analytics software.
The study analyzes data from millions of users who visit these pages and includes data on both organic positioning come as buying traffic keywords. Total analyzed sites totaling more than 3,000 million dollars in annual sales.
The study shows that during the month of January was the AOL search engine which got more customer conversions on ecommerce sites (6.17%), followed by MSN (6.03%), Yahoo (4.07 %) and Google (3.83%).
Una posible explicación para entender el hecho de que los ratios de conversión de usuarios de portales generalistas sean mayores que un portal orientado 100 % a búsqueda podría ser que los portales que además del buscador incluyen otros contenidos y servicios, atraen a un tipo de usuario que está más predispuesto a comprar. En cambio, los portales como Google, 100% enfocados a búsqueda, atraen más a gente que busca información y que tiene menos intención de compra.
El estudio muestra que los cuatro grandes buscadores ofrecen ratios de conversión mucho mayores que el resto de buscadores: el promedio de conversión durante del mes de enero 2006 para el total de buscadores fue de 1,97 %. Cifra que contrasta con el 2,30 % que era el promedio de los 3 últimos meses del 2005 (aunque es normal que el índice haya bajado, ya que en esta última cifra se incluye la campaña de Navidad 2005).
Another consideration about this study is that the conversion ratio of e-commerce sites that have been analyzed are certainly above average for the sector. This is because the fact of using HBX web analytics as a system allows them to optimize their sites to maximize customer conversion users:
- On the one hand, using HBX web pages have already abolished search campaigns that are not financial performance.
- On the other hand, this type of software allows to know step by step what users do on their websites and can, for example, to know which parts of the forms users abandon their purchase, which allows them to modify forms the maximum number of users reaches the end of the purchase.
Still, the study is interesting and allows us to place the figures obtained from our website or by our customers in a much larger context, and to know that if we improve to increase it, or whether we should congratulate ourselves for being over the average.
A final consideration about the study: The study was conducted based on e-commerce websites mainly the United States. Hence the ratio of AOL is so high. It would be interesting to have this same study, but with figures that refer to electronic commerce in Spain ... the question is: would we see Terra appear among the seekers of higher conversion?
Average conversion ratio for the 4 major search engines, e-commerce sites in January 2006:
AOL: 6,17 %
MSN: 6,03 %
Yahoo: 4,07 %
Google: 3,83 %
average figure of all search engines: 1.97%
Specialist Digital Marketing Strategy and Digitization Process. I help businesses and territories to develop thanks to the use of Internet in their business strategies.
Impart conferences, training and consulting for over 20 years. Program Director of the Degree of Entrepreneurship Digital (Digital Business) La Salle - URL.
My digital DNA comes from Intercom (creators of Infojobs, Softonic, eMagister, Solostocks, among other companies). I created my first website in 1994 and started my first online business in 1998.
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