WebSideStory conducted a new study that revealed Conversion Rates for Each Major Search Engine. For the month of January, AOL lead the pack with a conversion rate of 6.17%, followed by MSN with 6.03%, Yahoo with 4.07% and finally Google with 3.83%. The study includes both organic and paid search referrals from the search engines. The study shows that the four major search engines listed above performed "above the median average for all search engines, which was 1.97 percent for the month of January."
Ali Behnam, senior digital marketing consultant for WebSideStory, explained that the possible reason why AOL and MSN have a higher conversion rate when compared to Google and Yahoo is most likely because AOL and MSN are "portals rich in content and services, " which may appeal more towards the "buyer friendly demographic."