Paid search has only 9% edge in conversion rates over organic search
The
results of a new study show that paid search has only a slight 9% edge in
conversion rates over organic search.
Median Order Conversion Rates at Business
to Consumer E-Commerce Sites: Jan.-Aug. 2006
Marketing Channel Conversion
Rate
Paid Search
3.40%
Organic Search
3.13%
For both paid and organic search, you
have highly qualified traffic that converts far above the overall
conversion rate of about 2% for most e-commerce sites, says WebSideStory.
With conversion rates 50% or higher than overall site conversion rates,
both paid and organic search remain a very important acquisition source
for online marketers.
Sample Size and Methodology: More than 57 million
search engine visits to nearly 20 major business-to-consumer e-commerce
sites using WebSideStory’s on-demand web analytics technology. These
sites generate an estimated $2.5 billion per year in online sales. Order
conversions occurred during the same sessions.
