The Latency of Online Conversions for Sporting Good Retailers
7.2009 | North America
Consumers searching for sporting goods are taking longer to decide, says a study by Google and Compete. Among the findings:
- Search drove 45% more conversions in sporting goods purchases in Q1 2009 vs. Q1 2008
- In that same time, the likelihood that search would lead to a purchase went up by 73%
- Conversions occurring 3-4 weeks after the first search have gone up 32%, indicating a longer research process
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