Consumers doing searches on AOL were more likely to buy products online in January than on any other search engine, according to a study by Web analytics firm WebSideStory.
For the month, AOL converted searches to sales at a rate of 6.17%, followed by MSN Search with 6.03%, Yahoo! at 4.07% and Google at 3.83%.
All four conversion rates were far above the median average for conversions at all search engines. That rate was 1.97% in January, slightly off the 2.3% total media average for the previous three-month period.
According to WebSideStory senior digital marketing consultant Ali Behnam, differences in demographics may account for the variance in conversion rates among the four leading search engines.
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