In order of value, the SEO company Engine Ready has identified that direct traffic (as in: “they know your brand”) is the most relevant to e-tailers. So the most valuable are those typing URLs directly or bookmarking. Their conversion rate is estimated at 3,3% and they spend (in the US) an average 170$ per order. They’re also very engaged (312 seconds per session; 6 pages viewed on average).
They are followed by referrals, the second most valuable group, but also the one with the highest bounce rate – leaving soon after arrival. To here all clear. But what I found interesting is that the third and fourth positions are, in this order, paid search (1,4% conversion; 138$ per order) and then organic listings (also 1,4% and 117$ per order, but 5 pages per session, which is quite close to the #1).
It’s definitely very interesting data to understand how to optimise the marketing investment and the SEO actions. In any case, it seems organic listings still yield high quality, at least from the amount of pages per session.
In the image, quite off topic, Marc Andresseen, co-founder of Netscape, futurologist and originator of The New York Times Deathwatch
Tags: Engine Ready, Marc Andreessen, organic listings, paid search, SEM, SEO
