Search engines have more than twice the ecommerce conversion rate of other forms of internet marketing and advertising. During the last 3 months of 2005, the search engine conversion rate was 2.3%, according to a study by WebSideStory.


Search engines have more than twice the ecommerce conversion rate of other forms of internet marketing and advertising.

During the last 3 months of 2005, the search engine conversion rates of business-to-consumer ecommerce websites was 2.3%, according to a study by WebSideStory.

Other acquisition sources including banner ads, affiliate marketing links, shopping search engines, and other referral links contributed 0.96%.

Search engines (paid and organic listings), including bookmarks, contributed 4.23% to direct navigation conversion rates.

Ali Behnam, senior digital marketing consultant for WebSideStory, said: “For several years now, search engine marketing and optimization has dominated online marketing, and this data shows why: it’s far more effective at converting visitors into buyers than most other acquisition sources taken as a whole.” [Source]

The study said that the difference in conversion rate between acquisition sources varies according to the ecommerce category. For example, the search engine conversion rate for “toys” was 4%, almost equal to 4.85% conversion rate for direct navigation in the same category.

But the search engine conversion rate for “computers and electronics” dropped to 1.35%.

Ali Behnam, said: “It makes sense that search engine users, who arrive at sites they may not be familiar with, are much less likely to purchase a big-ticket item, such as a computer or television, than they are for a toy.” [Source]

For more information on the study, Click Here.