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Search
The Life of the Click
Darran SnatchfoldLead International Market Insight Analyst - SearchJune 2006
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Understanding All The Stages of The Search Lifecycle
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Search Results Click Site ActionWhy
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the database of intentionsJohn Battelle“ ”
Why
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This… not That…
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the “intention…”
main purpose of search session is to compare price or to buy
“”79% 79% 87%
purchase online at least once a month“”62% 66% 70%
Source: NNR Searcher Attitude Survey - FR
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what other media motivates people to begin their search?
TV Adverts
43%
Newspaper Adverts
42%
Magazine Adverts
47%
Source: Retail Advertising and Marketing Association - USthe “inspiration…”
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searches influenced by offline advertising
the “inspiration…”
how much does advertising motivate people to begin their search?
onenearly
fourin
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the eye goes high•Click Through Rate 4 times higher•Nearly 4 times more conversions
the interested scan•Click To Sale rate 49% higher
value throughout the listingsSource: adCenter - UK
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Which aspect of the search link would most likely persuade you to click on it?
Source: NNR Searcher Attitude Survey - FR
success means different things to different peopleSomeone
“”
Site
(media) puts too much emphasis on numbers, not quality... the involvement and interactivity of consumers is more
important than absolute numbers
time is the most precious asset right now. If we
can be worth their engagement, that's the highest benchmark for advertising
Jim Stengel, CMO, Procter & Gamble
“”
Site
Search Results Click Site
Site
Source: NNR UK
the Live Search click will stay…
15%longer than
those from…
34%longer than the average
from…
47%longer than
those from…
Site
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@ 4
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13%- October15%- November
18%
- December
volume of sales…
15% October
21% December
value of sales…
Source: MDAS Online Shopper Profile 2007
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Source: MDAS Online Shopper Profile 2007
average basket size…
17% higher from a Search click
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Search Results Click Site ActionWhy
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4x increase in CTR
80% drop in cost of sale
47% reduction in time taken to convert
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Search Results Click Site ActionWhy
