The effectiveness of Search Engine Marketing appears to extend beyond the Internet, and the benefits that can be expressed through web analytics, as there is evidence it may impact in-store behaviour as well. According to the results of a GroupM Search and Compete survey, 93% of responding internet users perform an online search at some point during their shopping process, regardless of the purchase channel they plan to exercise.
Results also suggest that in most cases prospective shoppers do not have a specific brand in mind at the onset of the search process. This is evidenced by the fact that 73% of retail website visitors arrived through non-branded search terms. These "nonbranded" shoppers were also found to be 2.6 times more likely to click Organic Search results, than the average shopper.
It is evident that a business' website plays an important role in the shopping process, regardless of whether the shopper is making an in-store purchase or e-commerce transaction.