TrafficLeader® RPM™ Uncovers Hidden Value of Return Visitors
Search Revenue Tracking Proves Conversion to Revenue Happens Over Time
October 9, 2002 (Eugene, OR) TrafficLeader (www.trafficleader.com), a leading provider of search marketing services, specializing in paid inclusion, conversion-to-revenue tracking, and other search-based customer acquisition tools and services, today announced that its proprietary TrafficLeader RPM search revenue tracking services have revealed the full value of qualified return visitors in terms of increasing on-line conversion rates. A qualified return visitor is an Internet user who returns to a business Website one or more times after originally discovering the site through highly relevant search listings achieved by TrafficLeader.
TrafficLeader RPM enables business Websites to track specific search revenue metrics, including the length of time it takes for an original visitor to convert to an actual customer. The majority of new visitors tracked through TrafficLeader RPM do not convert to sales on their first visit to a business Website. This is due to the fact that the information gathering aspect of the Internet, especially via search engines, allows users to review innumerable Websites as they comparison shop for products, brands, and services.
Typically, Internet users research several sites – and return to the same site several times – prior to making a buying decision. These highly valued return visitors, who discover business Websites through search marketing services, usually convert to sales over a range of time from their first visit. This confirms that each qualified visit represents a potential sale.
Through TrafficLeader RPM, the following conversion-to-revenue statistics were uncovered during a three-month case study featuring a large on-line apparel and sporting goods retailer:
• 40% of all orders occurred on the same day as the original visit to the site,
• 60% of all orders occurred within seven days following the original visit to the site,
• 92% of all orders occurred within 30 days following the original visit to the site.
The results from this case study demonstrate that search engine users who return to business Websites purchase goods and services on-line over a range of time. Thus, in order to understand the full value of search marketing services, and to justify interactive advertising expenditures, it is important for on-line businesses to track the outstanding conversion rates that are derived from qualified return visitors.
"In addition to driving highly relevant traffic to business sites," stated Jerry Wiant, president of TrafficLeader, "our integrated search marketing platform enables today's on-line marketer to discover the tremendous long-term ROI benefits of return Website visitors."
