Search The Life of the Click Darran Snatchfold Lead International Market Insight Analyst - Search June 2006.

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Presentation transcript:

Search The Life of the Click Darran Snatchfold Lead International Market Insight Analyst - Search June 2006

Page 2 Understanding All The Stages of The Search Lifecycle

Page 3 SearchResultsClickSiteActionWhy

Page 4 the database of intentions John Battelle “ ” Why

Page 5 This…not That…

Page 6 the “intention…” main purpose of search session is to compare price or to buy “ ” 79% 87% purchase online at least once a month “ ” 62% 66% 70% Source: NNR Searcher Attitude Survey - FR

Page 7 what other media motivates people to begin their search? TV Adverts 43% Newspaper Adverts 42% Magazine Adverts 47% Source: Retail Advertising and Marketing Association - US the “inspiration…”

Page 8 searches influenced by offline advertising the “inspiration…” how much does advertising motivate people to begin their search? one nearly four in

Page 9 the eye goes high Click Through Rate 4 times higher Nearly 4 times more conversions the interested scan Click To Sale rate 49% higher value throughout the listings Source: adCenter - UK

Page 10 Which aspect of the search link would most likely persuade you to click on it? Source: NNR Searcher Attitude Survey - FR

success means different things to different people Someone “ ” Site

(media) puts too much emphasis on numbers, not quality... the involvement and interactivity of consumers is more important than absolute numbers time is the most precious asset right now. If we can be worth their engagement, that's the highest benchmark for advertising Jim Stengel, CMO, Procter & Gamble “ ” Site

Search Results Click Site

Source: NNR UK the Live Search click will stay… 15% longer than those from… 34% longer than the average from… 47% longer than those from… Site

Page 4

Page 16 13% - October 15% - November 18% - December volume of sales… 15% October 21% December value of sales… Source: MDAS Online Shopper Profile 2007

Page 17 Source: MDAS Online Shopper Profile 2007 average basket size … 17% higher from a Search click

Page 18 SearchResultsClickSiteActionWhy

Page 19 4x increase in CTR 80% drop in cost of sale 47% reduction in time taken to convert

Page 20 SearchResultsClickSiteActionWhy