Tuesday, July 10, 2007
Online Marketing Slow to Generate Sales
A new study by ScanAlert suggests that online shoppers take their time to complete a purchase, suggesting the pay-per-click campaigns should consider a longer window of subsequent purchases.The average time from click to credit card purchase grew by nearly 80 percent during the past two years to nearly a day and a half, according to ScanAlert. This suggests that companies that do advertise via pay per click might be getting a better ROI than originally believed if the tracking mechanisms and analytics don't account for the longer time to purchase.
Shoppers are getting more savvy in looking for the best deals through comparison shopping engines and knowing that a better product or price might be a click away. Perhaps more incentives are needed to buy now, such as timed sales.
In the offline world, one-day sales and holiday incentives are the norm, but why not online? Amazon, eBay, Shopping.com, etc. could have 24 hour sales the days before the biggest traditional shopping days and take some of the thunder away from brick and mortar stores.
Source: MediaPost.
Posted By John Gartner at 09:41 AM
Permanent Link: Online Marketing Slow to Generate Sales
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