According to the Center for Media Research, the more times a consumer clicks on a marketer’s ad, the more likely that consumer is to convert. The highest conversion rates, 9.3 percent, came when the users first and last clicks on a paid search listing were both brand items. The results were similar in a Hitwise study that confirmed that branded items did better than non-branded ones in search engines.
What does this mean for your business? It drives home the fact that a solid brand identity is just important online as it is offline. Actually, it could be argued that it is even more important online because, for many businesses, the web provides a valuable first impression. What does your website say about your business? Is it of a higher quality than your physical location or lower? Does it set the tone you want to set for your business?
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