Drive Online Conversion / studies

This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when making retail purchases.

Key findings:

• Online research drives offline sales: online research prior to offline purchase is very popular across all categories (ROPO effect)
• Accordingly presence in the online research process is crucial for relevance in the offline purchase process
• In the online research process search is the dominant tool for initial and intensive research: search creates awareness and navigates to relevant sources

This study will help you understand more about how consumers in Austria research and shop online. We've looked at behaviour when researching and buying a range of products from food and drink, to clothes and TVs.

Key findings:

• Online research drives offline sales; online research prior to offline purchase is very popular across all categories (ROPO effect)
• In the online research process, search engines are the dominant tool for creating awareness and navigating to relevant sources

This study will help you understand more about how consumers in Belgium research and shop online for financial products. We looked at a variety of financial products, including: insurance, savings accounts, credit cards and pensions

Key findings:

• Online research prior to purchase is relevant for all analysed products; however, offline research is still predominant in the finance vertical.
• Advice from consultants at financial providers is a key information source
• 4 out of 10 online researchers start on search in order to navigate to relevant research sources

This study will help you understand more about how consumers in Turkey research and purchase retail products online.

Key findings:

• Search engines are the most frequently used as well as the most relevant online information source across all product categories.
• convenience is the most frequently stated reasons for buying products online.
• Online purchase is not very common among Turkish onliners: Across all categories the majority usually buy offline only.

Direct Seguros, a leading Spanish insurance provider, wanted to better understand how paid search was contributing to its marketing ROI. Google engaged Contento to examine how Direct Seguros' digital channels were affecting overall marketing results. Among our findings:

• 8.8% of offline sales are the direct result of online research
• Paid search was 10 times more efficient than any other media at increasing insurance applications

This study will help you understand more about how consumers in Switzerland research and purchase CPG and Retail products online.

Key findings:

• Online search is relevant within all CPG and retail product categories.
• Online purchase is an established purchase method across all categories – most popular in the category entertainment with more than one third regular online buyers.
• Across all categories more than 25% of the search engine users claim having clicked on sponsored links and more than 40% of those who clicked on sponsored links made a purchase afterwards.

The objective of this study was to map the role of search in the usage of, and application for, gambling sites in the French market. The results indicate that search is an important part of the full journey, but particularly for those who go on to sign up

Key findings

• 22% use search at anytime throughout their journey, increasing to 37% of those that sign up

• People who use search are over twice as likely to sign up to a gambling site than those who don’t use search.

• Nearly half of those who signed up used generic search terms.

The objective of this study is to map the role of search in the purchasing process of Italian tech and home entertainment products.

• The results show that search is an important part of the customer journey, with over half using search at some point in their journey.
• This increases to nearly two thirds for those that purchase, with this group showing a significantly increased use of search. Widespread use of generic search terms throughout.

The objective of this study was to map the role of search in purchasing car, home and health insurance products online in France. The results show that search is an important part of the customer journey across all three categories, with those that go on to get a quote or apply for insurance being significantly more likely to use search.

Key Findings:

• Search is an important part of the customer journey when purchasing car insurance, home insurance and health insurance
• There is also high usage of generic rather than brand-specific terms when using search - nearly half of all searchers do so

The objective of this study was to gain an understanding of what drives Carrefour PC sales in France and analyse the impact of Carrefour's media investment, with a particular focus on online activity.

Key findings

• 1 in 4 of Carrefour's in-store PC sales is driven by marketing and of these, online advertising accounts for two fifths of revenue

• Just under half of the PC sales are driven by marketing.

• Paid search and magazines are the biggest drivers of online PC Sales generated by marketing.

This study looks at marketing ROI in the Spanish insurance market. The study aims to identify the key marketing drivers that generate new applications, and to quantify the effectiveness and efficiency of these drivers. The study used a variety of sources, including: internal data from Direct Seguros, Google search data and economic indices.

The key findings are:

• Organic search and paid search play key roles in driving online applications.
• Online comprehensively outperforms both direct marketing and TV advertising in terms of its delivery of ROI
• Search is the main driver of web traffic.

This study will help you understand more about how consumers in South Africa use various information sources, including the internet, when purchasing telco products.

Key findings:

• Search engine advertising supports the research process: 3 out of 4 search engine users have clicked on sponsored links
• Search engines are considered as the most useful online information source. In the research process they serve both the function of a first information impulse as well as a starting point for deeper research
• Even for the final purchase decision online sources maintain their relevance and are of the same importance level as offline sources