AOL Conversion Rate Highest
Searches conducted on AOL were most likely to lead to online consumer purchases in January, according to a new WebSideStory index. This may reflect a difference in the demographics of people visiting various search engines.WebSideStory’s index compares the median conversion rates of four major search engines at business-to-consumer e-commerce sites. AOL generated the best rate (6.17 percent), followed by MSN (6.03 percent), Yahoo (4.07 percent) and Google (3.83 percent), according to the index. WebSideStory, San Diego, provides on-demand digital marketing applications.
Google showed the greatest disparity between its conversion rates from apparel Web sites (2.33 percent) versus sports and leisure sites (4.51 percent). This suggests that Google users skew male and have less intent to buy, Bratt said. In comparison, AOL had conversion rates of 5.48 percent for apparel and 5.96 percent for sports and leisure, reinforcing the notion that AOL appeals to a more buyer-friendly demographic.
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