With the rise of consumer engagement via social media and video, marketers may take a recent study conducted by comScore for Searchandise.net as a reminder of the value offered by some of the more traditional internet marketing strategies, such as SEO and paid search. The report, Search Engine and Retail Sites – The One-Two Punch for Shoppers, details the importance of search position in converting shoppers into buyers.
Two-thirds of shoppers begin the shopping process online, says the report. Nearly one-fifth (18 percent) of consumers start research on search engines. Perhaps surprisingly, only 3 percent of consumers begin the purchase process on social sites.
Not only are consumers relying search engines to learn about products, but these searchers are also converting into customers at impressive rates. More than one-third (37 percent) of consumers moved from search portals to ecommerce sites, where many of them went on to make purchases. Web visitors were more likely to make purchases on retail sites when pricing information was clearly listed and product comparison tools were provided.
These findings indicate marketers looking to boost their brands and build their revenues should more heavily invest in search campaigns. According to eMarketer, 42 percent of businesses are well on their way, with plans to increase paid search and SEO spend this year.