An often-overlooked metric is the time taken from the first click on an ad to the final conversion of the keyword. That is, the total conversion time for a keyword in a given campaign. While this metric may seem relatively unimportant to ROI (for instance), it can help you understand your clients and also help you better manage your campaigns. In this article, I’ll demonstrate a few ways in which conversion time can be very useful.
Consider an apparel retailer which sells several lines of clothing including menswear, womenswear, kids clothing, wedding and bridal wear, footwear etc. As a retailer, you would like to know if customers who buy more expensive items take more time on average to make their purchase. It seems like a reasonable hypothesis, but what does the data say?
While the connection is not exactly linear (the linear regression only explains about 38% of the variance), there is a connection. Further, it appears that three campaigns Women 2, Women 1 and Nightwear take a disproportionately long time to convert compared to the order size. Apart from the (ahem!) obvious conclusion that women take a longer time to buy than men, what are the implications of this finding? Here are some helpful tips to keep in mind.