Direct Traffic Most Valuable

• Posted: Wednesday, March 12, 2008
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• Author: pradhana
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• Filed under: Online Services

Engine Ready, a search engine optimization and Web analytics company, has found that the most valuable visitors to retailers' Web sites are those who visit the site directly by typing in a URL or bookmarking a page.

Referrals were the second most valuable, followed by paid search and then organic listings, according to the findings, which were reported in MediaPost.

Direct visits had the highest conversion rate at 3.3% and spent on average $170 per order. Direct visitors were also the most engaged, staying for 312 seconds and viewing 6 pages on average.

Referral visitors were a close second, but they also had the highest rate bounce rate - visitors who did not view any other pages and left quickly after arrival to a retail site.

Visitors arriving from both paid and organic search listings had a much lower conversion rate of 1.4% and 1.1%, with an average order value of $138 and $117 per visit, respectively. However, organic visitors did view five pages per visit on average.

Though it depends on the online retail goals and budget of a specific company, Brian Lewis, vice president at Engine Ready notes,"it's important to have a holistic strategy that touches on all of the elements." [eMarketer]

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