The Slow Tail Time Lag Between Visiting and Buying

The Slow Tail: Time Lag Between Visiting and Buying
The Slow Tail: Time Lag Between Visiting and Buying

Dr. Alan Rimm-Kaufman from the Rimm-Kaufman Group recently tracked one million clicks on search ads on Google and Yahoo. These advertising clicks eventually translated into 41,377 conversions on the target websites. Although the clients in question must remain anonymous, they presumably have good sites since their conversion rate (4%) is twice that of average websites (2%).

B2C sites comprised 85% of the sample, leaving 15% for B2B. Conversions were mainly defined as actual sales, though a few sites used other definitions, such as catalog requests or other forward movement in more complex sales cycles.

Sales Cycle Delay

Once users arrived at the sites from the search engines, orders came fast and...






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