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by Oliver Ewbank on 13th October 2010
Companies can employ Google Search Funnel reports to help improve their online conversion rates.
According to Search Engine Watch columnist Joseph Kerschbaum, new users of the service should concentrate first on the easiest to understand areas – Path Length and Time Lag reports.
The former measures the average number of clicks it takes before a customer makes a purchase, while the latter looks at the amount of time taken to do so.
"Review the data to determine if conversions are taking longer than you expected," Mr Kerschbaum advised users of pay per click management services.
"If they are, brainstorm on why users aren't inspired by your landing page to action upon the first click."
He added that doing this should put companies on the right path to improving their conversion rates.
Earlier this month, Google announced it was updating Search Funnels so Conversion History Windows can now be extended up to 90 days, rather than the original 30.