AOL Converts Better Than Google

Matt Mickiewicz

WebSideStory has released data breaking down the conversion rates for the top four search engines: AOL, MSN, Yahoo! and Google.

For the month of January, AOL Search generated the best conversion rate at business-to consumer e-commerce sites (6.17 percent), followed by MSN (6.03 percent), Yahoo (4.07 percent) and Google (3.83 percent), according to the WebSideStory Index, a new statistical barometer that features techno-graphic and e-commerce trends culled from the millions of users that visit web sites using the company’s award-winning web analytics technology, HBX Analytics. The study includes traffic from both organic and paid keywords.

One of the explanations given for the difference is that “portal” sites like AOL, MSN and Yahoo tend to attract more active shoppers. “With portals rich in content and services, AOL, MSN and Yahoo may tend to appeal toward a more buyer friendly demographic. Google, meanwhile, may appeal to more browsers – those with less of an intent to buy,” aid Ali Behnam, senior digital marketing consultant for WebSideStory.

That being said, all four of the major search engines are still greatly outperforming the “other search engines” category, which generated a measly 1.97% conversion rate in January 2006, and just 2.3% during the 4th quarter of 2005, the busiest online shopping season.

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  • Jim Jossin

    Smart way for Web Side Story to subtly market HBX to their target demographic.

  • Anonymous

    This doesnt mention anything about the total number of visitors to those sites. If google recieves twice as many visitors as aol it would actually be out performing them in number of conversions even with a lower overall percent.

  • Stevie D

    This doesnt mention anything about the total number of visitors to those sites. If google recieves twice as many visitors as aol it would actually be out performing them in number of conversions even with a lower overall percent.

    True. But on the other hand, you might be paying twice as much for clickthrough, for only a fraction more sales. If you’ve got tight margins, it might be that you’re better off paying much less in advertising for slightly fewer sales.

  • xposed

    Does AOL have an adsense program?