Retail Paid Search Traffic Up 30%, Organic Visits Drop 3% [Study]
Organic vs. Paid Traffic
The study provides an interesting look at where traffic to retail sites comes from, and how it converts.
Paid search traffic went up a not surprising 30 percent, while organic traffic declined by 3 percent. While the decline isn’t necessarily good, it does show that such an increase in paid traffic isn't decimating organic traffic, as many advertisers worry that they are gaining paid search traffic at the expense of free organic traffic.
MarketLive also found the revenue from paid search grew to 44 percent of revenue from all search engine traffic, including organic. Paid search accounted for about one-third of search engine visits, which is a pretty big increase compared to 26 percent in 2012.
When comparing paid and organic side-by-side, there are definitely some differences worth noting.
Conversion rates: The conversion rate for paid search was 2.6 percent, compared 1.9 percent for organic.
Order size: Paid search averaged $113, which was a 3.3 percent greater increase over 2012, while organic search order size was $109.66 on average.
New visits: Surprisingly, paid search brought a lower percentage of new visitors to the retail sites, with 58 percent of traffic being new visits, while organic search accounted for 66 percent of new visits.
Bounce rate: These were fairly even – 34 percent bounce rate for paid search with 35 percent on the organic side.
Page views: These were also lower for organic search, with 7.1 pages per visit for paid search versus 6.8 pages for organic.
Mobile & Tablet Traffic
When looking at the mobile changes, the differences between last year and the current year are significant. One-third of traffic in the first half of 2013 came from mobile and tablet devices, and they anticipate in one year almost half of all website visits, an estimated 44 percent, will come from mobile and tablets. This highlights that is even more important for a website owners to ensure they have a mobile-friendly website, as they found only 52 percent of merchants had a mobile optimize websites in the second quarter of 2013.