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AOL Gets The Gold In Online Conversions
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Andrey Milyan (312 Posts)
Andrey Milyan was the first editor-in-chief of Search Marketing Standard, the leading print publication covering the search marketing industry. He has been following and reporting on industry developments for over 5 years.
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Conversion rates of 6%? A bit high for any search engine, especially if they are talking about an average. That would mean that a good chunk of the advertisers got 10% and more.
Boris
Looking at the report, there is an explanation offered for the higher-than-expected conversion rates:
“One other important consideration to note in this study, WebSideStory officials said, is that the conversion rates are likely higher than industry averages because the sample sites are using best-of-class web analytics to improve their search engine 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.” “
Sort of makes the report a little less relevant to the “everyday” type of website looking to convert visitors into buyers.