Some Interesting Research Results from WebSideStory
Search Sites had a conversion rate of 2.3%, meaning that for every 100 consumers clicking on a search result or advertisement, 2.3 people made a purchase.
Other Forms of Internet Marketing: Banner ads, affiliate marketing links, comparison shopping search sites* and other online marketing efforts had a conversion rate of 0.96%.
* Note, that shopping engines are not considered in the main search category.
Search Bypass: Direct Navigation/Bookmarks
Direct to a company's web site (including via a bookmark) offered a
conversion rate of 4.23%.
Where did the data come from:
The study collected data from Web sites that sell apparel, toys, electronics, sporting goods and leisure products. Among the most successful were toy sites. When reached through a search engine, they had a conversion rate of 4.85% while Web sites selling computers and electronics had a conversion rate of 1.35%, the study found.
The sites used in the study generate more than $3 billion in annual sales online in five categories listed above.
This news release from WebSideStory has more including precise definitions for each category.