Travel Stats from Google’s new thinkinsights

Google has a new portal for users to discover interesting stats: thinginsights

I discovered this there:

  • 62% of personal travelers use search engines as the number one source for travel information. Google/OTX, Traveler’s Road to Decision 2010, U.S, Sept 2010

  • 51% of business travelers use mobile devices to get travel information, more than double the rate of two years ago. Google/OTX, The Traveler’s Road to Decision 2011

  • 46% of personal travelers are watching travel-related videos, versus 36% two years ago. Google/OTX, The Traveler’s Road to Decision 2011

Adwords Stats (non-travel)

  • Over 89% of traffic generated by search ads is not replaced by organic search results when ads are paused. Google, Search Ads Pause Study, Global, Jul 2011

  • Two-line sitelinks increase click-through rates by more than 30%*. Google Internal Data 2011, *Compared to standard Adwords ads

Video ads can help your Brand Search:

  • Consumers exposed to a YouTube homepage ad are 437% more likely to engage in a key brand activity on the same day than those unexposed.

101 Marketing Charts and Graphs

Here is a a great slideshow with lots of charts and graphs.

100+ Marketing Charts and Graphs

Highlights from the Marketing Charts:

  • Inbound marketing focused companies generate leads at a 60% lower cost than companies who focus on outbound marketing
  • Out of companies who blog, 46% have attracted revenue through their blog
  • Out of companies who blog regularly, 90% of companies attracted customers through their blog if they post daily, but only 38% attracted for those who blog monthly
  • Blogging increases your Twitter reach by 75%
  • Websites with blogs get 55% more visitors
  • Facebook pages for US companies have 4,300 Facebook fans on average
  • 63% of businesses say blogging and social media generate leads at a lower cost of other marketing activities
Read more at the HobSpotBlog and view more presentations from HubSpot Internet Marketing.

Vast Majority of Online Marketers Are Missing Conversion Opportunities

Omniture’s 2009 Online Conversion Benchmark Survey reveals some startling facts:

  • 80% of online marketers do not serve personalized content, and do not use performance metrics to promote content
  • Less than 30% frequently test their content
  • 70% of content decisions are unsupported by data

Read more about it at Hope for Flailing Conversion Rates by Laurie Sullivan

Reading Behavior on Websites

People Don’t Read on the Web!

Jacob Nielson’s Alertbox Shared this 2008 Data in How Little Do Users Read?

Use fragments instead of well crafted complete sentences.  Although this may seem grammatically inconceivable to a schooled individual, it is important to remember that web users only read about 18% of the content on a page.  So cut out the fluff and get to the point.

This report has much much more data in it too… worth checking out if you are a copywriter or want to get some good research about web usability.

Travel Buyer Behavior

As Reported by Hotel Marketing:

On average, consumers take nearly a month to go from their first search to a purchase


  • make 12 travel related searches
  • visit 22 websites
  • take 29 days to make a purchase.
  • visit the purchase website 2.5 times
  • 10% of the transactions take place on the first search referral

And my other favorite fact: 54% of online travel buyers start by searching for a generic product or destination search term,

Consumers Visit Travel Sites With Surprising Frequency

A 2007 study by ComScore focused on Google searches indicated travel shoppers visit a travel site with surprising frequency before making an online purchase on the same site, an average of 2.5 times over 29 days. In fact, the average travel shopper does 12 searches and visits numerous sites in comparing pricing, destination and other factors.

Also true: travel is considered one of the most competitive sectors on the web in terms of comparison shopping. With customers visiting multiple times and taking 29 days on average to make a purchase, reviews on major sites such as Expedia, Priceline, Trip Advisor, Travelocity and Orbitz may be seen multiple times by a visitor in the buying cycle.

Reported by AvalonReports

Eyetracking’s Golden Triangle on Search Results Page

An EyeTracking Study verifies the importance of page position and rank in both Organic and PPC search results for visibility and click through.

A joint eye tracking study conducted by search marketing firms Enquiro and Did-it and eye tracking firm Eyetools has shown that the vast majority of eye tracking activity during a search happens in a triangle at the top of the search results page indicating that the areas of maximum interest create a “golden triangle.”

Interesting Usability Summary Data

As reported by Chromaticsites:

According to (an official U.S. Government Web site managed by the U.S. Department of Health & Human Services):

  • Research by User Interface Engineering, Inc., shows that people cannot find the information they seek on a Web site about 60 percent of the time.
  • Studies by Forrester Research estimate that approximately 50 percent of potential sales are lost because users can’t find information and that 40 percent of users do not return to a site when their first visit is a negative experience.
  • A study by Zona Research found that 62 percent of Web shoppers give up looking for the item they want to buy online.
  • According to Elizabeth Millard, “The best sites we’ve found are usable only 42 percent of the time.

Although statistics are not always 100% accurate, these numbers illustrate the importance of having strong website usability. Whether you sell a product online or are trying to build a readership base around your blogging website, usability should be your number one priority.

link – has more tips on general usability