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CURRENTS
Webb S Shopperss
Inn N Noo H Hurry
EARCH IS driving more sales for online retailers,
according to a new study by Google and web analyt-
Sics fi rm, Compete Inc. However, consumers’ online
shopping and buying behavior has changed. Shoppers are
taking more time to make buying decisions, Google analysts
said. As a result, they pointed out that web retailers need to
adjust their search strategy.
Using data from Compete’s panel of two million online
consumers, Google’s analysis showed that in the apparel cat-
egory, the search driven conversion rate increased to 4.5
percent this year, compared with 4.2 percent a year ago. At
the same time, however, consumers are taking longer from
their initial click on a search term to make a purchase. For
example, in the fi rst quarter of 2009, the percentage of apparel
purchases made within two weeks of the fi rst search click fell
15.5 percent of consumers
waited four weeks aft er the
believe this is coming from people being more careful about
fi rst click before making
their purchases and doing more research before they spend
a purchase. their money.”
Th e Google analysts advise online retailers to take into
account the lengthened time between initial search and pur-
to 30 percent, from 30.4 percent a year earlier. Th e percentage chase. One suggestion is to lengthen the amount of time they
of shoppers who made a purchase on the same day as the fi rst track consumers` behavior through cookies. “If you are not
search click fell to 54.5 percent from 55.3 percent. looking at four weeks aft er purchase, or if you are only looking
Meanwhile, the percentage of consumers who waited at one week or same day purchases, you are missing some of
four weeks aft er the fi rst click before making the purchase the picture,” Kleinberg said. She also encouraged online retail-
rose to 15.5 percent, up from 14.3 percent. Th ese are all signs ers using search to call out price guarantees, price matching
that consumers are researching longer before making a pur- or other key discount messages in their keyword purchasing
chase. Th e Google study found similar results in offi ce sup- strategies to att ract and retain price sensitive consumers.
plies, consumer electronics and other categories. “Consumers “Not every retailer is a discount retailer, but they need to be
are investing more in research before they actually make a aware that this is how consumers are shopping and thinking,
purchase. Th ey are taking more time to think it through,” and they need to think about how that applies to their own
said Sara Kleinberg, head of retail marketing at Google. “I strategy and positioning,” she concluded.
Find this story in our complete article archive at:
www.wholesalecentral.com/Wholesale–News
18 August 2009
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