According to a new study by Internet Retailer, visitors who arrive on a site from pay-per-click (PPC) advertising are 50% more likely to buy than traffic generated by search engine optimization (SEO).<\/p>\n
The study found that the average conversion rate from paid search is 2.03% vs. only 1.25% from organic search.<\/p>\n
Visitors sent to web sites via e-mail marketing convert even better, at 6.9% — a figure confirmed in my own business after tracking the results from literally millions of e-mail messages.<\/p>\n
Why is this so? The study did not speculate, but I have my own theory: the more the prospect knows about what he will be offered on the web site or landing page before he gets there, the higher the conversion rate.<\/p>\n
E-mail gives you the most information about what to expect, so the conversion rate is higher. PPC ads have significantly less copy, so the prospect is not as clear on what is being offered, and conversion rate is less.<\/p>\n
SEO has the lowest conversion because of the limited description displayed in the Google search engine results page (SERP), and also because most marketers don’t take as much care writing their description meta tags as they do their PPC ads and e-mail copy.<\/p>\n
Source: SIPA Alert, 8\/17\/09.<\/p>\n","protected":false},"excerpt":{"rendered":"
According to a new study by Internet Retailer, visitors who arrive on a site from pay-per-click (PPC) advertising are 50% more likely to buy than traffic generated by search engine optimization (SEO). The study found that the average conversion rate from paid search is 2.03% vs. only 1.25% from organic search. Visitors sent to web […]<\/p>\n","protected":false},"author":1848,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-481","post","type-post","status-publish","format-standard","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/481","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/users\/1848"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/comments?post=481"}],"version-history":[{"count":0,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/481\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}