Generic Keywords and Easy Returns Boost Sales

Posted on by Chief Marketer Staff

(Direct Newsline)—The use of generic keywords for Internet search engines (as opposed to trademark names) and convenient return policies boost online response and sales, according to two recently released studies of consumer shopping behavior.

Generic terms accounted for the majority of inquiry conversions to sales—61%, compared to brand name terms used for searches, which converted to sales 30% of the time, according to study findings released by comScore Networks, which as sponsored by Overture Services, Inc., a subsidiary of Yahoo, Inc.

Eighty-three percent of consumers use generic terms for Internet searches, rather than a product specific term. Roughly 40% of the inquiries that convert to sales occur within five to 12 weeks.

“Search cannot be thought of solely as a direct response marketing tool, especially in highly considered product categories,” said James Lamberti, VP of comScore Networks, in a prepared statement.

Ninety-two percent of adults who shopped online or by catalog said they are somewhat more likely to make another purchase if the return policy is convenient. Roughly 85% said they would not likely shop again with a company that has an inconvenient return policy, according to a survey commissioned by Austin, TX-based Newgistics, Inc. and conducted by Harris Interactive.

When returning a product purchased online or from a catalog, 88% of consumers surveyed said they would be likely to take advantage of discount offers for another purchase, survey findings revealed.

Generic Keywords and Easy Returns Boost Sales

Posted on by Chief Marketer Staff

The use of generic keywords for Internet search engines (as opposed to trademark names) and convenient return policies boost online response and sales, according to two recently released studies of consumer shopping behavior.

Generic terms accounted for the majority of inquiry conversions to sales — 61%, compared to brand name terms used for searches, which converted to sales 30% of the time, according to study findings released by comScore Networks, which as sponsored by Overture Services Inc., a subsidiary of Yahoo Inc.

Eighty-three percent of consumers use generic terms for Internet searches, rather than a product specific term. Roughly 40% of the inquiries that convert to sales occur within 5 to 12 weeks.

“Search cannot be thought of solely as a direct response marketing tool, especially in highly considered product categories,” said James Lamberti, vice president of comScore Networks, in a prepared statement.

Ninety-two percent of adults who shopped online or by catalog said they are somewhat more likely to make another purchase if the return policy is convenient. Roughly 85% said they would not likely shop again with a company that has an inconvenient return policy, according to a survey commissioned by Austin, TX-based Newgistics Inc. and conducted by Harris Interactive.

When returning a product purchased online or from a catalog, 88% of consumers surveyed said they would be likely to take advantage of discount offer for another purchase, survey findings revealed.

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM