Search Engine Use & Consumer Buying – Be Prepared!

From a study conducted in December 2004 on the effects of search engine use to both online and offline purchases of consumer electronics or computer items, Internet research company comScorefound that 25 percent of searches result in a purchase, either offline or online. Of those purchases 8 percent of purchases are made online and 92 percent where made offline.

Immediately, what stands out here is the fact that research conducted by consumer’s can/will influence the decision of a purchase, particularly offline purchases. Of the research group, consumers purchasing DVD players, TV’s and cameras are more likely to purchase offline than computer product related searches.

When Do Consumers Buy?

The research followed consumers for a 90-day period after an initial search, concluding that only 15 percent of purchases occur in the same user session as the search. This means that 85 percent of purchases are made in a period after the initial search. The study showed that the time from an initial search to a purchase could be from five to twelve weeks.

What Searches Do Consumers Target?

The study reports that consumers are more likely to target generic keywords rather than brand names. They will start with a generic search term then refine their searches to product-specific terms later, although the majority of consumers use the same search terms from the beginning to the end of the cycle. An important aspect that came from this point is that consumers tend to be influenced most by generic search terms, even if they conducted a brand specific search, however the trend is that more product-specific searches resulted in an online purchase.

How Can You Design Your Site to Better Influence Buying?

There are two important points that come from this study that can directly relate to the way in which you design and operate your web site.

1. Realise that they won’t necessarily buy when they first visit your web site. By understanding this point it becomes apparent that it is very important to plan for it and to give your visitors a reason to return, such as loyalty programs or promotional offers. You could also provide them with information that will encourage them to return, such as newsletters notifying of product specials.

1. Target your site correctly. As you’ve seen by targeting generic terms will give you an excellent opportunity for success. This doesn’t necessarily mean that this is all you cater for. You can also target brand specific information within your site.

So, you now know the fundamentals of search engine use and consumer buying habits. This article only provides the tiniest glimpse into the big picture, the possibilities for your web site and how to prepare it. You should talk to a web design specialist to help you better plan your strategies.

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