Search tactics 'can turn browsers into buyers'

10 December 2007

An effective search campaign is crucial to the drive to convert online shoppers into buyers, it has been claimed.

A new report in eMarketer has cited a number of recent studies that offer insight into the best ways to facilitate this conversion - with product reviews and easy website navigation also said to be important.

Razorfish's July 2007 Digital Consumer Behaviour study found that 55 per cent of people check the opinions of others on the internet compared to 22 per cent who analysed comparison charts, it was reported.

Meanwhile, 27 per cent of review-reading respondents to a recent investigation from Internet Retailer entitled Website Design, Content and Rich Media reported spending between five and ten per cent more than those who did not read reviews.

Web shoppers are "often looking for consumer-generated product reviews," the news source observed.

A recent article on E-consultancy highlighted search optimisation as a key tip for online retailers looking to maximise their sales over Christmas.

Category: Paid search