It makes sense that search engine users, who arrive at sites they may not be familiar with, are much less likely to purchase a big-ticket item, such as a computer or television, than they are for a toy.
Search engine marketing is a very effective means to reach customers who have made up their minds about what product they're looking for, but don't necessarily know you. Search engines are a very effective channel to reach these visitors who are in research mode.
The best conversion rate still comes from good old-fashioned branding and customer loyalty, where visitors either bookmark your site or type your URL directly into the address bar.
These data show that there's a lot of value to branding. A lot of times when you're trying to promote your product, you may not see immediate results, but in the customer's mind, that campaign may be contributing to some of these bookmark conversion rates later on.
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