Pay Per Click Customers are taking longer to make a purchase
Pay Per Click Customers are taking longer to make a purchase. If your running a PPC campaign this may be something to keep an eye on.
Read more about Pay Per Click Customers are taking longer to make a purchase
According to an article by MediaPost , a study done by ScanAlert shows that customers are clicking on PPC ads and completing the purchase at a later time. The study does not get into details about why this happens. I believe that during this gap in time between clicking the ad and making the purchase, customers are taking other steps toward completing the purchase (i.e. evaluating the site, reading the product description, comparison shopping. etc) .
ScanAlert found that “cautious shoppers are becoming more cautious than ever: 26% took more than three days to complete their purchases, 18% more than one week, and 6% more than two weeks. Compared with 2005, ScanAlert said, these figures represented increases of 23%, 28% and 50%, respectively.
In 2005, the average time between a consumer’s first visit to a Web site and the time of purchase was just over 19 hours, the study showed. Now it’s 34 hours, 19 minutes–an increase of about half a day
Sample used for this analysis:
ScanAlert analyzed 2.6 million online sales generated by more than 128 million visitors to 470 Web sites over the past two years–for an average site conversion into sales of 2.07%
Today, Google’s cookies placed on the customers computer, last for 30 days when advertisers are using conversion tracking. Not to mention that the customers who’s browsers do not accept cookies are not trackable. If this trend continues, at some point this time frame may have to be extended by Google.
Or, an optional or additional solution to Conversion Tracking could be to use Google Analytics which is JavaScript based and not cookie based.
Google Analytics uses 1st party cookie technology to track visitors and generate reports. 1st party cookies require that the JavaScript code be called from each web page to avoid breaching the security settings in your visitors’ web browsers.
