Find out what is the conversion rate of visitors arriving through a search engine

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?

The data:

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%

More information about the study Internet News and in Websidestory

Do you know the changes in the algorithm of management of Google Adwords?

So far, the order in which your ad appeared depended on the amount of money you were willing to pay for it. But it is no longer true, since early December.

Google ha introducido un “factor calidad” en el algoritmo que ordena los resultados y que acaba decidiendo qué anuncios salen en primer lugar, en segundo, en tercero, etc. Y lo ha hecho para evitar que gente que no dispone de ciertos productos y contenidos compre las palabras clave y dirija tráfico a su web como si las tuviera. (Por ejemplo: comprando palabras que corresponden a productos de su competencia).

While some SEOs and are beginning to fear that the management of announcements through the Adwords process, end up being as dark as the sorting of search results, we share with Google the view that is good for all advertisers and for those who they clicked on the ads.

What is the "quality factor"?

As always with things that work well, there are those who abuse them to get more out than the rest. This has been going on with Google Adwords and Google now wants to remedy.

Google wants to make sure that the page you are directed once you have clicked on one of the ads, deals with what you are looking for.

So from now on, if the content of a page has nothing to do with what the user was looking at Google's announcement that page will be out in last position.

How to be in the top ad positions without having to pay more for it?

For it is clear ... maximizes the number of times the words on which you hired ads appear in the text of the page pointed to by the ad.

And of course, make the page that takes your ad (landing page) is different for each word. You can do this easily from the menu Adwords.

For example:

A user searches Google: "fireproof safe"
You have a company that manufactures security products and sell fireproof safes and have hired Adwords so that when someone searches for "alarm", "safe", "safety deposit boxes", etc. your ad appears on the right side of Google.

So far, the best advice I could give in this case was to have two ads, one for alarms and one for safety boxes. With that you make the decision to click on one of your ads is higher, because the ad talks about what the user is looking.

  • "Alarm" -> alarm annunciation
  • "Safe" -> announcement of safes

With the change in the algorithm, in addition to selecting an ad for each type of search, you have to select the page that will direct the ad.

Does not serve redirect to your homepage (such as Adwords system default does) because surely within your pages have a specific to that product and in it, the search word will have more relevance (will be written many more times).

This also is good for you too because if the user goes directly to a page that includes the content he wanted, will be much more willing to fill out forms requesting information about the product or to send an email asking for it.

If you do not have a specific page for each type of product that match the keywords you've hired on Google, then you should create them, or your ad will never appear in the top positions.

Tips to get the most out of your Google Adwords:

  1. Buy only the words that your target audience will search Google.
  2. Create landing pages (landing page) containing the keywords.
  3. Test more than one ad and invests in having the largest conversion.
  4. Concentrate your budget on the words with you get more conversions.