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Search & The “Buy” Button
By Jim Kukral | July 6, 2007
News.com is reporting that online buyers are taking more time to click the buy button than ever before.
Since May 2005, the average time between a consumer’s first visit to a Web site and an actual purchase increased from 19 to 34 hours, according to the report. One fourth of the shoppers took more than three days to decide what to buy, and one fifth took more than a week.
What does this have to do with search? Well, for many the ultimate goal of an higher ranking in the search engines is to drive customers to “click the buy button” on their websites. So what’s interesting in this study is that it shows how search is growing, and how search firms need to expand their battle plans to keep up.
The days of just hoping for a simple visit to your site is gone. Now, today, visitors want more. They want to be educated with reviews, and product comparisons.
They NEED & EXPECT to have this information to “click the buy button”. Are you providing this information? Is your team working to help you develop content that your buyers want?
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July 9th, 2007 at 12:29 pm
Jim, you are absolutely right! It seems to me that it is increasingly difficult to convert visitors to buyers. Providing content is so important in enhancing the visitor experience. However, as you know, many buyers are still performing research online and purchasing offline…
July 16th, 2007 at 3:31 pm
I think people are being more cautious of what they buy and how they spend money. Websites are going to need to put more information on the sites if they want people to buy.