AOL Search Best At Conversions

    February 16, 2006
    WebProNews Staff

With a 6.17 percent rate, AOL Search fared best among search engines when it came to converting visitors into customers in January.

The web analytics firm WebSideStory produced a study of median order conversion rates for the big four search engines in January. AOL Search rated best at turning users into customers, with MSN Search running a close second with a 6.03 percent conversion rate.

Yahoo trailed the duo with a 4.07 conversion rate, while Google’s 3.83 percent likely reflects its users’ nature as more information seeking than looking to buy, the company said in a statement. Demographics seem to play a role here:

“With portals rich in content and services, AOL, MSN and Yahoo may tend to appeal toward a more buyer friendly demographic. Google, meanwhile, may appeal to more browsers – those with less of an intent to buy.”

“All of this suggests search engine marketers may want to consider demographics in allocating their budgets,” (senior digital marketing consultant for WebSideStory Ali) Behnam said.

WebSideStory touted its product, HBX Analytics, as playing a role in those conversions. The study’s sample is comprised of clients using the company’s products to best improve their search marketing and optimization.

“Our clients are steeped in web analytics best practices and are not buying search engine traffic that does not deliver,” said Jeff Lunsford, chairman and CEO of WebSideStory. “In addition, they understand how to convert visitors into buyers once they arrive at the site.”

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David Utter is a staff writer for WebProNews covering technology and business.