• August 27, 2007

SiCap Industries, a natural health products company, says that on average, Yahoo searchers spend 30% more on its goods than other consumers.

The company has a robust e-commerce site, as well as relationships with brick-and-mortar stores to sell its OTC remedies. According to Wayne Perry, SiCap's president, Web analytics data found that "consumers referred by Yahoo definitely spend more money on our Web sites, and according to data collected from our retailers, Yahoo surfers also spend more money in the stores that carry our products. This has been a consistent theme for nearly three years," says Perry.

As such, SiCap Industries plans to shift its 2008 search marketing strategy and budget to focus on snagging more Yahoo users. Perry added: "Google is great, but their surfers tend to be teenagers looking for free stuff. [Yahoo searchers] spend more money online, and they tend to be more active in the real world, such as actually shopping in stores."