Generic keywords and easy returns boost sales.

The use of generic keywords for Internet search engines (as opposed to trademark names) and convenient return policies boost online response and sales, according to two recently released studies of consumer shopping behavior.

Generic terms accounted for the majority of inquiry conversions to sales--61%, compared to brand name terms used for searches, which converted to sales 30% of the time, according to study findings released by comScore Networks, which as sponsored by Overture Services Inc., a subsidiary of Yahoo Inc.

Eighty-three percent of consumers use generic terms for Internet searches, rather than a product specific term. Roughly 40% of the inquiries that convert to sales occur within 5 to 12 weeks.

"Search cannot be thought of solely as a direct response marketing tool, especially in highly considered product categories," said James Lamberti, vice president of comScore Networks, in a prepared statement.

Ninety-two percent of adults who shopped online or by catalog said they are somewhat more likely to make another purchase if the return policy is convenient. Roughly 85% said they would not likely shop again with a company that has an inconvenient return policy, according to a survey commissioned by Austin, TX-based Newgistics Inc. and conducted by Harris Interactive.

When returning a product purchased online or from a catalog, 88% of consumers surveyed said they would be likely to take advantage of discount offer for another purchase, survey findings revealed. DirectNewsline Dec 14, 2004.