The report, which was based on data from more than 200 e-commerce websites with over $1.5 billion in combined annual sales, found that visitors arriving from paid search links had a 2.6% average conversion rate in the first six months of 2013, compared with a 1.9% conversion rate for organic search visits.
Paid search visitors also had slightly higher average order sizes ($113 compared with $109.66) and pages per visit (7.1 compared with 6.8).
Below, additional key findings from the MarketLive Performance Index.
Paid vs. Organic Mix
- Paid search visits made up about one-third of total search engine visits in the first six months of 2013 to the sites examined in the study; up from 26% in 2012.
- Revenue from paid search grew to 44% of total search engine visit revenue, up from 40% in 2012.
Mobile and Tablet Traffic
- One-third of traffic to the e-commerce websites examined came from from mobile and tablet devices in the first half of 2013.
- Tablet traffic grew three times faster than smartphone traffic in that period.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji