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.
Revenue and Conversion Trends
- The merchants examined recorded a 15% average increase in revenue and 6% increase in conversion in the first six months of 2013.
- The beauty/health and brand manufacturer sectors each registered strong growth in conversion rates, posting 16% and 14% increases, respectively.
- Although up only slightly, the average bounce rate increased for the tenth consecutive quarter. However, homepage bounce rates were actually down sharply, decreasing 17% on average.
- Overall, bounce rates ranged from 24% to 40% for the sites examined in the study.
- The apparel, footwear, and accessories sector, which already had the lowest average bounce rate in the same period in 2012, showed additional improvement, dropping to 24%.
About the research: Volume 21 of the Performance Index was based on data from the MarketLive customer base collected in the first six months of 2013.
You may like these other MarketingProfs articles related to Search Engine Marketing:
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.