SEL: Apparel Searchers More Likely Purchasers than Non Searchers

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Search marketing in the new media era.

November 01, 2005

Apparel Searchers More Likely Purchasers than Non Searchers

Yahoo commissioned a study of apparel searchers (and sent bits of it in an email to me) and found that "over the 60-day period apparel searchers spent a third more time when visiting retail sites than non-search visitors, and were more likely to engage in site activities such as interacting with a product."

This of course has alot to do with the sites themselves, rather than the channel by which visitors arrived to your site. They looked across 49 apparel retailer sites which may have evened out the difference that usability can have on how visitors interact with a given site.

The study observed both Web search and sponsored search activity across Yahoo!, Google, Ask Jeeves, MSN, Lycos and Hotbot.

Highlights:

Search Influences Offline Purchasing
According to the findings, 78% of people who purchased apparel offline after using Internet search reported that search influenced their store visit and purchase. Nearly half (47%) of these buyers have also purchased apparel online and spend 26% more on apparel annually than those who do not use search.

Apparel searchers are highly engaged shoppers.
The study found that, over a 60-day shopping period, apparel searchers spent more than 30% more time when visiting retail sites than non-search visitors and were more likely to engage in site activities such as customizing a product image, viewing shipping methods or return policies and submitting an email name. The research also showed that apparel searchers were also more likely to make a purchase (online or offline). Apparel searchers generated an average online conversion rate of 21%, compared with the 18% average conversion rate generated by non-search users.

Consumers use search throughout the buying cycle.
Consumers conduct multiple searches and use search throughout their purchase decision, with 21% reporting they use search to find out about new styles and brands, 27% using search to find out about sales and deals and over 50% using search to find a store address, phone number or website.

Garrett French - MarketSmart Interactive | permalink | +marktd |

...the search industry queries new media