comScore to Measure Up with qSearch Retail
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Written By Reprise Media | June 7, 2006 | Share This
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On those relatively rare occasions when consumers search the web for a product and decide to make an online purchase on the spot, it’s pretty easy to track the conversion. But we’ve known for awhile that a large number of web searches lead to offline purchases, you know, that quaint going-to-the-store thing, and it’s not as easy to determine the effect of individual searches on such transactions.
According to ClickZ, comScore is here to help. They’re introducing qSearch Retail, which purports to measure conversions resulting from web searches, whether they occur online immediately, after a waiting period, or even at the drug store down the block.
So just how is qSearch Retail going to do that? It’ll use data collected from its comScore Global Network panelists - a cross-section of over 2 million ‘net users - then follow up with surveys to suss-out offline activities. The findings will be bundled in quarterly analyses.
comScore’s numbers say that only 5-20 percent of search-influenced purchases are of the “same session” variety, depending on what kind of product we’re talking about. “Latent” web conversions range from 10-35 percent, and the rest - a whopping 60-90 percent - occur at brick-and-mortar businesses. Although ClickZ points out that a Shop.org finding puts that latter number at only 22 percent, that shows how little marketers and retailers really know about the complete picture of offline buys that start with a web search. Maybe a service like qSearch Retail will help pin down those elusive conversions.
Topics: ECommerce |