As you look at search session data, where 50% of search sessions are over 30 minutes (Microsoft data), and the number of queries and terms increasing (more search and refinement), is online information access increasing purchase cycles for local products and services? I’ll have to look for some data, and I have to believe it is.

In a yellow pages world, we would call a business during the research process, giving them an opportunity to sell us while also helping us in the research phase. The merchant was a key part of the information gather process. As a result, more spontaneous consumers would buy faster. Online information and its transparency and access is great, but also increases the noise that consumer must manage. As a business owner, you should expect fewer information gathering and research calls, as more of that activity is self-served now. Thus, your website should try to aid the consumer in this process, so you still get the credit for the information. You also need to appear to consumers throughout their purchase cycle, not just when they are ready to buy.