In a study conducted by search marketing firm Engine Ready and presented in Internet Retailer Magazine, the research showed that across 23 e-retailer sites over the past year that paid search visitors converted at a rate of 2.03% versus 1.26% from organic search. Paid search ads tend to be more focused on conversion and drive to specific landing pages where as organic pages tend to be more relevant and often have bad snippets. It can also be supported by the data below that organic search had the highest bounce rate. While I believe this is a great study and shows how each of these tactics I am disappointed that we still view this is PPC vs. SEO.
Some of the other interesting data from the study:
- Paid search visitors bought the most, with an average order value of $117.06 versus $109.27 for those coming from other sites, $106.64 for visitors from organic search and $95.29 from direct referrals, such as from a bookmark or direct entry of a URL
- Site visitors on average viewed 5.2 pages per visit, up 15.6% from the previous study. Those who came directly or from other sites or e-mail viewed the most pages, 6.2 on average.
- Average number of seconds on a page dropped 9% from the earlier study to 53 seconds, which could be a sign “marketers are doing a better job of presenting information on their pages in a more easily readable format,” the study says. Paid search visitors spent the most time on a page, 66 seconds on average.
- 43.9% of all visitors left after viewing just one page, down slightly from 44.5% in the earlier study. Organic search produced the highest bounce rate, 48.5%, and direct access the lowest, 39.2%.
To review the details visit: http://www.internetretailer.com/dailyNews.asp?id=31373
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