Search and the Buying Cycle
This entry was posted on 1/1/2008 9:09 AM and is filed under PPC.
Great article that explains how 40% of online conversions occurr 5-12 weeks
after the initial search, studies prove that most online buyers research purchases long before they transact. This pre-purchase period is likely the best opportunity to capture new customers and influence sales that might otherwise be lost.
ADVERTISERS SHOULD CONSIDER THE EFFECTS OF LATENT CONVERSIONS. Latent conversions demonstrate that search traffic has value beyond same-session online conversions. For example, 85% of purchases were not directly from a search session and 35% were made more than 4 weeks after the last search.
http://www.performics.com/docs/Combined_Comscore_Retail_Studies.pdf
