Drive Online Conversion
Optimizing online shopping conversions is key to driving revenue for many marketers. We've published the latest insights around how consumers shop online and the winning ways to drive performance to learn how to make the web work for you.
Studies
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Role of Search for Financial Services Researchers
A Google/Compete study showed that online ads ranked at the top among ads recalled by financial service shoppers. Other insights on include:
- Online searchers are more likely to convert than people who don't
- Online searchers are also more ...
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Digital Health Insurance Shopper
Online health insurance shoppers are multiplying - and search is the main resource they're using to make decisions. A Compete study found:
- About 36% of individual plan applicants applied online
- 43% used search and then converted at a rate up ...
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Role of Search in the Gambling Sector
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 ...
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The Role of Search in the Tech and Home Entertainment Market
The objective of this study is to map the role of search in the purchasing process of Italian tech and home entertainment products.
Key Findings- The results show that search is an important part of the customer journey, with over ...
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Role of Search in Insurance Purchasing
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 ...
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Role of Online Advertising in Carrefour's PC Sales
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 ...
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Marketing ROI in the Spanish Insurance Market
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 ...
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Shopping For Telco Products in South Africa
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 ...
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How Expedia Drove More Shoppers to its Website
Like many retailers, Expedia UK, the leading online travel provider in the UK, wanted to know more about how to effectively drive traffic to its website. Google and Marketshare analyzed Expedia shoppers' online behavior and found:
- Reallocating the same budget ...
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Videos
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Global Digital
Interview
Global Digital
John Parker, CMO of Zurich Financial, describes his company's highly successful shift away from a classic broadcast approach toward targeted digital marketing. The global Zurich Financial Help brand crosses cultures, and digital campaigns have targeted market segments from individual consumers ...
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Collapsed Purchase Funnel
Interview
Collapsed Purchase Funnel
Terence Kawaja, Managing Director of GCA Savvian Advisors, talks about how use of data has led to a collapse of the e-commerce purchase funnel, with retailers moving up and publishers moving down. Different kinds of companies are now competing with ...
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Advertisers' Needs
Interview
Advertisers' Needs
Lynee Alves, Director of Online Media Sales for Apartments.com, discusses advertisers' need for direct response and converting and lead activities. The user cannot be controlled, and this is a challenge for publishers.
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Online Publishing Trends
Interview
Online Publishing Trends
John Ebbert, Managing Editor of AdExchanger.com, describes key trends in online publishing. Demand-side platforms and ad networks will be be linked to creative, attribution across digital channels will become more precise, and robust sell-side platforms will become available.
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Micro-Conversions
Interview
Micro-Conversions
Gary Slack, Founder, Chairman & Chief Experience Officer of Slack Barshinger, explains that the best metrics for B2B companies are micro-conversions - the steps a buyer takes along the business cycle - because most B2B sales do not happen online. ...
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Mid-Size Marketing
Interview
Mid-Size Marketing
Max Kalehoff, VP of Marketing at Clickable and Board Member of the Future of Advertising Project with Wharton, talks about how the majority of the advertising economy in the U.S. comes from small and mid-sized businesses. These businesses care less ...