Where do social networks stand in relation to online retailer traffic?
That’s the question that ecommerce personalization provider RichRelevance set out to answer in a study that analyzed nearly 700 million shopping sessions on leading US retail sites. Their results are broken down in the infographic below, but the most significant result of the study found that Facebook is the dominant social network driving traffic for online retailers. Shoppers who visit online retail sites from Facebook tend to browse more pages and make more purchases total.
Not a surprise, is it? But the study did yield an interesting result, particularly regarding Pinterest.
Shoppers who access online retailers through Pinterest actually spend more money – the average order value being $168.83 – way beyond $94.70 for Facebook and $70.84 for Twitter.
According to RichRelevance CMO Diane Kegley:
“Every social network promises a new way of connecting consumers with retailers and brands. However, the big take-away from our research is that not all channels in the social space are created equal. As retailers and brands continue to sort out how to take advantage of social networks, this infographic provides great insight into better understanding the nuances of each channel, how they resonate with consumers, and how marketers can take advantage of each in their own unique way.”
Here’s the infographic: