Internet Retailer: Shoes.com buyers who arrive via paid search return products less often

Observing a seldom-watched metric, Shoes.com discovered that people coming from search engine queries tend to be much less likely to return purchased goods. A Shoes.com executive attributes this to searchers knowing more precisely what they want. The worst customers, in terms of returns, are the ones that don't feel the Internet's security is good enough and use the toll free phone number instead.