The Slow Tail: Time Lag Between Visiting and Buying
Getting a handle on converting a search inquiry to a buying customer ...
"Users often convert to buyers long after their initial visit to a website. A full 5% of orders occur more than four weeks after users click on search engine ads.
Dr. Alan Rimm-Kaufman from the Rimm-Kaufman Group recently tracked one million clicks on search ads on Google and Yahoo. These advertising clicks eventually translated into 41,377 conversions on the target websites. Although the clients in question must remain anonymous, they presumably have good sites since their conversion rate (4%) is twice that of average websites (2%).
B2C sites comprised 85% of the sample, leaving 15% for B2B. Conversions were mainly defined as actual sales, though a few sites used other definitions, such as catalog requests or other forward movement in more complex sales cycles.
The following chart shows the days required to reach a certain percentage of the ultimate conversions." continued ... (Via Alertbox)
"Users often convert to buyers long after their initial visit to a website. A full 5% of orders occur more than four weeks after users click on search engine ads.
Dr. Alan Rimm-Kaufman from the Rimm-Kaufman Group recently tracked one million clicks on search ads on Google and Yahoo. These advertising clicks eventually translated into 41,377 conversions on the target websites. Although the clients in question must remain anonymous, they presumably have good sites since their conversion rate (4%) is twice that of average websites (2%).
B2C sites comprised 85% of the sample, leaving 15% for B2B. Conversions were mainly defined as actual sales, though a few sites used other definitions, such as catalog requests or other forward movement in more complex sales cycles.
The following chart shows the days required to reach a certain percentage of the ultimate conversions." continued ... (Via Alertbox)
Slow Tail Sales Cycle.
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