The study looks at traffic and conversion data from 20 business-to-consumer e-commerce sites during the first eight months of 2006. Paid search had a median order conversion rate of 3.4 percent, while organic search results produced a conversion rate of 3.13 percent. The data set included more than 57 million search engine visits.
It’s certainly interesting to highlight the actual conversion rate. However, it doesn’t help us too much because it doesn’t include the entire search cycle. For example, how many of those converting via paid searh, started their initial research by clicking on organic results?