Direct Links Work Better
Visitors to web sites that came from direct access stay longer, view more pages, and have higher conversion rates than other traffic.
If this visitor is from a pay per click ad, she is more likely to buy. rates, according to a study from Engine Ready.
That shouldn’t be surprising. After all, if you know where you are going, you are more likely to stay. Direct access site visitors stayed on average 308 seconds which was 41% longer than organic visitors. Direct access visitors also viewed 44% more pages.
Most important, direct access visitors had a 7.4% conversion rate versus 1.3% for organic traffic.
When it comes to pay per clicks, visitors from PPC ads outperformed organic visitors in every category except for page views. Pay per click visitors were 54% more likely to buy than visitors from organic SEO driven traffic.
