Journey seems incredibly complicated to us marketers with its intertwining of search, comparison, intent, and transaction, but it looks a lot less complicated from a consumer perspective. As consumers, we follow certain patterns of behavior almost unconsciously: If we have questions about what we need, or want more information before making a selection, it’s only natural to turn to research. If we know what we’re looking to buy, we often have a preset preference for which retailer’s website to start looking for it on. For many customers,
Amazon is a starting point. But is this
Where customers do most of their shopping-related research? And is this also the place where they end their journey? Our company’s market research team sought to find out. 1. Where do consumers search for Macedonia Phone Number products online? The purpose of the test was to study how consumers shop online and find out how search and Amazon fit into the customer decision journey. Testing methodology We used a sample of 9 million US users who performed a retail-related search or visited Amazon on a web browser.
We tracked user activity on
Amazon and Bing and categorized users into different retail categories based on their searches. We tracked the user journey from searching our site to visiting and searching Amazon, and vice versa, to understand patterns around groups of users returning to the search engine. We scaled the analysis using comScore data to be representative of mobile device and app usage. The myth “The majority of retail searches are now on Amazon.” This myth has been repeated so many times, it is often taken as fact by mere repetition.
It’s likely derived from studies that report that 56% of consumers begin their shopping journey on Amazon. The problem is that this number is misinterpreted because 55% of all retail searches happen on Amazon – which is not true. The bottom line is that survey data, while extremely valuable, may not always tell you the whole story. Often the decisions we make are formed by unconscious biases or are highly generalized, so we cannot talk about our actions with 100% accuracy. Think about this: if you’ve already started your product search on Amazon, does that mean you’ll always turn to Amazon to start your search for each product? Or that you don’t