Marketplace Google Insights
How do we convert Discovery to Direct?
In simple terms, the drivers and causation are accurate listings with strong online reputation which in turn helps build a high business ranking in search.
For a discovery searcher to convert into direct searcher there is a need for the business to first have a strong listings that can attract the customer. This usually is the first set of information a customer can interact with. This information needs to be accurate and understandable so customers can easily find you.
A second major key factor that would come to play subsequently is the business outlook what we term "reviews".
A good reputation online is a key factor that drives discovery searchers to direct because customers tend to advocate and keep going to a trusted brand.
There are other factors to optimize to improve conversions like social presences, posting relevant content, etc but the starting block is the two I mentioned above.