The results are in, and something we have suspected for quite some time has now been confirmed: Pay-Per-Click (PPC) traffic is 60% more valuable than organic search traffic for e-retail sites. Engine Ready just published a study based on traffic to 26 e-retail sites in a 12-month period showing that visitors from PPC ads converted at a rate of 2.03%, while visitors from organic links converted at a rate of 1.26%. Not only that, but PPC visitors also bought the most, with an average order of $117.06 versus $106.64 for organic visitors. Visitors who navigated directly to the sites or came in from other sites also bought less, with average orders of $109.27 and $95.29, respectively.
You Need Both SEO And PPC
We here at Path Interactive have always recommended that our clients run both PPC and Search Engine Optimization (SEO) campaigns in order to maximize sales and leads, and studies have been around for years proving the importance of this. The Engine Ready study is yet another proof that companies need both SEO & PPC; though they may get more traffic from organic links, the traffic from paid links is more valuable.