The Path To Purchase

Thanks to Google for some information that is actually useful ( https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html ).

Here’s the summary for UK traffic compared to USA traffic, which backs up what I said I thought I knew on twitter not so long ago about Display ads in the UK compared to the USA (though I am surprised that a social click in the UK is more ‘last interaction’ than it is in the USA). I must also point out that the Organic traffic probably looks better than PPC because a higher proportion of organic traffic will come from brand keywords.

UK

USA

Back to the UK again, it also shows what is fairly obvious to anyone who has been doing business online for any length of time. A lot of people take a lot of time to make up their minds and actually make the purchase after visiting your web site, and the higher the value of the purchase, the longer it takes…:-