BizReport: One-third shopper sessions end in branded search

As written by Kristine Knight in Report: One-third shopper’s sessions end in branded search

When it comes to the purchasing funnel etailers may be too focused on that last click and missing out on revenue. According to new data from C3 Metrics, 37% of shoppers exit the purchasing funnel by conducting a branded search. Meaning that, rather than checking out they are abandoning carts to get product information.

What does this mean? Basically that some brands may be mistakenly upping their revenue based on these search queries.
“Marketers could triple their brand search budget, but they couldn’t achieve revenue growth by increasing budget for non-causal media sources. Real causal influence comes from upper-funnel and mid-funnel marketing stimuli driving more consumer transactions all the way through the funnel,” said Mark Hughes, C3 Metrics CEO. “Based on these results, marketers utilizing last click attribution would mistakenly thing that brand search was responsible for a third of their results. In reality…when a purchase funnel finishes with a brand search, it’s navigational in nature – not causal to revenue.”

Read the entire article at BizReport