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  1. #1
    ABW Ambassador
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    January 18th, 2005
    West Coast USA
    Time from search to buy may be longer than you think.

    “Latent” Purchase Conversion Accounts for Majority of Online Buying Activity

  2. #2
    2005 Linkshare Golden Link Award Winner  ecomcity's Avatar
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    January 18th, 2005
    St Clair Shores MI.
    Great to see an actual study tracing search to the actual buying cycle. Now we see why Brick-n-Mortar retailers love having affiliates offering them free traffic their local stores. 92% buy electronics and computer gear locally and seldom does anyone buy on their first session visit unless it's an impulse buy.

    ...."“Latent” Purchase Conversion Accounts for Majority of Online Buying Activity

    The comScore study tracked online buying behavior for 90 days following a CE/C search. This longitudinal analysis of consumer behavior revealed that only 15 percent of online purchases following a CE/C search occurred in the same user session as the search itself, with 85 percent of conversions occurring in a latent (or non-search) session. Additionally, nearly 40 percent of all purchases occurred 5 to 12 weeks after the initial CE/C search was conducted.

    “These findings reinforce the importance of considering the latent impact of search engine usage when evaluating search engine marketing investments,” said James Lamberti, vice president of comScore Networks. “Search cannot be thought of as solely a direct response marketing tool, especially in highly considered product categories where search activity can precede a purchase by as much as 60 to 90 days.”
    Webmaster's... Mike and Charlie

    "What have you done today to put real value into a referral click...from a shoppers viewpoint!"

  3. #3
    ABW Ambassador
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    January 17th, 2005
    <BLOCKQUOTE class="ip-ubbcode-quote"><font size="-1">quote:</font><HR> The study found that while generic terms accounted for the majority of purchase conversion (61 percent), branded terms (either retailer or product terms) were approximately 30 percent more likely to result in an online purchase.

    I don't think so, at least for online purchases I have made lots of experiments and product terms are more than 30% better in conversion than a generic ones. I am not talking about small differences.

    This press also say what overture may like, but for sure I don't BUY that generic terms as plasma TV are similar to "Sony 56435fx plasma TV"
    Fer(nando) - US & EU Marketing

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