AOL has generated the highest conversion rate at business-to-consumer ecommerce sites in January, according to WebSideStory. AOL generated 6.17% of the total conversions.


AOL has generated the highest conversion rate at business-to-consumer ecommerce sites in January, according to WebSideStory. AOL generated 6.17% of the total conversions.

MSN was second in the list with 6.03% followed by Yahoo with 4.07% and Google with 3.83%.

The study included traffic from organic, as well as paid keywords.

Ali Behnam, senior digital marketing consultant for WebSideStory, said: “One way to explain the difference in conversion rates is demographics. With portals rich in content and services, AOL, MSN and Yahoo may tend to appeal toward a more buyer friendly demographic. Google, meanwhile, may appeal to more browsers ““ those with less of an intent to buy.” [Source]

The median average conversion rate for search engines, for the month of January, was 1.97%. According to WebSideStory, the reason for the conversion rates of all search engines being higher than industry averages is because the sample sites are using web analytics to improve their search engine marketing and optimization.

The study examined only the conversion rates and not the ROI generated by the search engines.

The business-to-consumer ecommerce sites used in the study generated more than $3 billion in annual online sales.

For more information on the study, click here.

 

 

 

 

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