92% of Conversions Occur Offline
June 9, 2005
In a Search Engine Watch blog article titled Most Conversions Happen Offline; You Need To Measure These!, the author points out a huge concern to marketers - that their conversion tracking is not complete unless offline conversions are also accounted for.
As the author duly notes, "Knowing this is critical, as prices rise. If you fully understand how things convert, then you better understand how much you can afford to pay -- which can make the difference in letting you bid more when your competitor, with poor conversion tracking, may decide to opt-out."
It seems that of the 8% who do purchase online, only 1% of site surfers will actually make a purchase in one sit-down. Most search, take a break, search more, and eventually make a decision. This process can take months. Read the article here for more on measuring conversions.
As the author duly notes, "Knowing this is critical, as prices rise. If you fully understand how things convert, then you better understand how much you can afford to pay -- which can make the difference in letting you bid more when your competitor, with poor conversion tracking, may decide to opt-out."
It seems that of the 8% who do purchase online, only 1% of site surfers will actually make a purchase in one sit-down. Most search, take a break, search more, and eventually make a decision. This process can take months. Read the article here for more on measuring conversions.
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