WTB sources · H2’25 – H1’26

WTB sources: one journey doesn’t fit every category

Product Pages are the clear WTB backbone, but the best-performing experience varies by vertical and shopping mission.

85.7%
Product page click share
The dominant WTB touchpoint overall
1.75x
Category page revenue per click
Discovery placements generate more revenue per click than the average WTB interaction.
5.15%
Landing page conversion rate
The highest-converting major WTB source

Product Pages drive scale — discovery sources drive efficiency

Product Pages account for 85.7% of clicks, 85.2% of baskets and 77.8% of revenue, converting at 3.15%. They dominate where shoppers already know the product they want.

But they are not always the most efficient source. Category Pages convert at 3.35%, while Landing Pages reach 5.15% — and Category Pages generate 12.2% of revenue from just 7.0% of clicks.

Conversion rate by WTB sourceHorizontal bar chart. Sources ordered from lowest to highest conversion rate, with a dashed line at the 3.16% network benchmark.0.0%2.0%4.0%6.0%8.0%All products1.67%Store locator2.09%Where-to-buypage2.75%Promo page3.06%Product page3.15%Search results3.34%Category page3.35%Product finder4.00%Landing page5.15%Homepage6.81%
Conversion rate by WTB source. Dashed line = 3.16% network benchmark; green bars beat it. Sources under 0.2% of clicks excluded.

RPC: Product Pages bring volume, discovery sources bring efficiency

Revenue Per Click (RPC) adds the efficiency view: a 1.0x index represents average WTB revenue per click.

Product Pages sit at 0.91x, while Category Pages (1.75x), Landing Pages (1.90x) and Product Finder (1.75x) all over-index. Discovery and consideration experiences can deliver stronger revenue efficiency than product-page buy buttons alone.

Revenue per click by WTB sourceHorizontal bar chart indexed to the network average of 1.00x, with a dashed line at that average.0.00x0.50x1.00x1.50x2.00xPromo page0.38xHomepage0.56xWhere-to-buypage0.84xProduct page0.91xStore locator1.07xAll products1.18xProduct finder1.75xCategory page1.75xSearch results1.77xLanding page1.90x
Revenue per click by WTB source, indexed to the network average (1.0x). Green bars over-index on revenue relative to their click share. Sources under 0.2% of clicks excluded.

Where the revenue actually lands

Product Pages account for 85.7% of clicks but 77.8% of revenue, while Category and Landing Pages capture a larger share of revenue than their click share.

Share of WTB revenue by sourceDonut chart. Product page holds the large majority of revenue, with category and landing pages next.
  • Product page77.8%
  • Category page12.2%
  • Landing page3.4%
  • All products2.6%
  • Product finder1.3%
  • All other sources2.6%

Share of WTB revenue per source. Product Pages give up 7.9% of share between clicks and revenue — Category and Landing Pages absorb most of it.

Different categories need different WTB paths

Home, Garden & DIY shows the most diversified journey: Product Pages account for 53.6% of clicks, while Category Pages represent 22.6% of clicks and 25.9% of revenue. This fits a project-led category where shoppers often need to explore and compare before buying.

Toys & Games is more discovery-led: Landing Pages account for 55.5% of clicks, while Product Pages capture 48.5% of revenue — suggesting shoppers may enter through broader propositions before moving to a specific product.

Pet Care has a stronger availability-led journey: Where-to-Buy accounts for 45.1% of clicks and 47.4% of revenue, ahead of Product Pages at 37.1%. This reflects a category where convenience, replenishment and retailer availability matter.

Automotive is almost entirely Store Locator-led, with 99.6% of clicks and virtually all revenue coming from this source — reflecting the category’s strong connection between digital research and physical retail.

The right WTB source depends on the shopping mission

Know what you wantProduct Page
Need to narrow the choiceCategory / Finder / Search
Looking for inspirationLanding Page
Ready to buy locallyWhere-to-Buy / Store Locator
The takeaway

Product Pages remain the WTB backbone, but the strongest-performing experience varies by category. The opportunity is to align WTB with the shopping mission — helping shoppers discover, evaluate or find where to buy in the way that best fits each vertical.