Generic Search Terms Drive Most Buying
ClickzNB the statement is "according to Overture's director of strategic alliances, Diane Rinaldo" based on a research report "based on the buying activity of Internet users who conducted a consumer electronics or computing search on one of the top 25 search engines in the first quarter of 2004. It found that the average online buying cycle is long, often over one month, with 85 percent of conversions categorized as "latent," or not resulting from a direct search session. Among conversions, 38 percent took place in weeks 5 to 12 of the buying cycle."
Interesting for the details about the buying cycle but the "search funnel" still seems to apply...
" broad search terms that do not include a manufacturer name account for 70 percent of total search volume, and 60 percent of all conversions. Of those consumers who converted on a trademark keyword, 91 percent did so after starting with a different term type. A full 80 percent started with a generic search term. Trademark searches, meanwhile, accounted for 20 percent of all online searches."
posted by Jen @ 8:33 AM
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