Ecommerce: Search is first step for sales

Mediaweek story about Performics/Doubleclick research on how search leads to online sales. The Performics/ComScore report, Search Before the Purchase, analyzed pre-purchase search activity across four categories: Apparel, Computer Hardware, Sports & Fitness and Travel, using a sample of 1.5 million participants and found that half of all online shoppers research products via search engine before buying, with more time spent on research than previously realized.
Data points:

  • Buyers conduct many related searches prior to a purchase
  • Buyers favor generic terms early in the buying cycle – for example, “running shoes,” as opposed to a merchant brand
  • Branded terms dominate search activity closer to the purchase

Related: See Seth Goldstein comments on SEO from Emerging Tech conf.