Symetri Blog

A post holiday online shopping study was conducted by Jupiter Research and sponsored by iProspect. This study found that although more and more consumers are going online seeking out products, they aren't actually making their purchases online. Most shoppers are only researching their products online and then actually making their purchases through a brick and mortar establishment. An estimated 63% of the individuals surveyed used search engines such as Google, Yahoo, and MSN to conduct research and 47% still made their purchase at an offline physical store.

What does this mean for search marketers? Unless search marketers have a way to measure offline conversions then ROI will not be accurate. It is estimated that ROI could be misrepresented by up to 50% because of the inablitily to track offline conversions. Tracking offline conversions could help to lower CPA while at the same time not misallocating resources. In order to get a better understanding of what impact online marketing is having on sales there must be a way to track not only online conversions, but offline conversions as well.


Category: Search Engine Marketing and Optimization