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drag2share: Pinterest Still Drives Higher Value Orders On E-Commerce Sites Than Other Social Media

source: http://feedproxy.google.com/~r/businessinsider/~3/dGOZq-2yUuY/pinterest-drives-higher-order-values-2013-9

We recently looked at how customers referred by social media are making larger purchases, $87 on average or $11 more than a year before. Let’s take a closer look at which social media companies are driving this increase in average order values.

Pinterest drives the largest purchase orders among social media, with an average order value of $93 in the second quarter of this year (6% growth year-over-year), according to Monetate’s most recent quarterly report.

Customers referred by Twitter now average a $90 purchase, a 25% increase year-over-year. (That’s more than the average order value of $86 attributable to Facebook users.)

Still, the biggest spending e-commerce customers are those who were not referred by any channel. They went to the e-commerce site directly. Of course, those “no referrals” may have been influenced by a brand’s Facebook page, an ad they saw alongside Google search results, or some other form of marketing or advertising. One in three global consumers say social media has influenced their purchases, according to Ipsos OTX.

Pinterest doesn’t yet offer any paid advertising opportunities that brands and retailers might use to promote sales and offers, which probably explains Pinterest’s dramatic dip in average order value during the 2012 holiday quarter.

<i! mg src=” http://static2.businessinsider.com/image/523760b86bb3f77a58dca741-620-/bii-social-average-order-value-1.png” border=”0″ alt=”BII social average order value” width=”620″>

Although social media shows promise as an e-commerce referrer, the volume is still not there. Search and email still trump social media when it comes to conversion rates. Leading the charge is AOL Search with a 4% conversion rate.

Download the chart and data in Excel.

BII social companies conversion rates


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Wednesday, September 18th, 2013 news No Comments

Search Still King of E-Commerce Referrals in Q2, But Email Traffic Converts Best

source: http://www.marketingcharts.com/wp/topics/e-commerce/search-still-king-of-e-commerce-referrals-in-q2-but-email-traffic-converts-best-36704/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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These trends have held for some time, with search easily besting the other sources for traffic in Q1 and Q4 2012, and email sporting the best conversion rates. The latest data suggests that conversion rates are declining for search traffic, while remaining generally steady for email and social. In terms of e-commerce visits, Q2 marked the lowest share in at least 5 quarters for both social and email.

Meanwhile, search continues to have a leg-up on email and social in one other metric: average order value. During Q2, average order value for search traffic was $111.18, its highest point in several quarters, ahead of email ($99.93) and social ($86.80). While social trailed in this regard, it should be noted that its result this past quarter represented a significant 13% hike from an average value of $76.59 in Q1.

Other Findings:

  • The add-to-cart rate was significantly higher for traffic referred by email (1! 0.73%) th! an search (6.81%) and social (3.37%).
  • Average page views was slightly higher for email than search traffic (8.84 and 8.71, respectively), both close to double social’s average (4.82).

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Tuesday, September 17th, 2013 news No Comments

drag2share: Facebook Accounts For More Than Half Of All Retargeted Ad Clicks On The Web

source: http://feedproxy.google.com/~r/businessinsider/~3/25usEHVBExs/facebook-accounts-for-more-than-half-of-all-retargeted-ad-clicks-on-the-web-2013-8

Facebook Exchange, a platform for showing ads to Facebook users based on their Web browsing history outside the social network, is already a dominant player in the ad retargeting space.

Facebook Exchange, or FBX, accounted for 45% of clicks on retargeted Web ads globally at the end of December 2012, according to data released by L2 Think Tank this month.

Launched in mid-2012, Facebook Exchange gives advertisers a powerful tool for reaching relevant audiences.

Say you have been shopping for a living room sofa on a site called Sofa World. The e-commerce site could later come to Facebook and buy sofa ads to target you in real-time, as you browse Facebook a week later (the sofa ads might appear in your Facebook news feed or on the right-rail of the site). The purpose would be to get you to click and bring you back to the Sofa World site.

This is all accomplished with the help of third-party data collectors that Facebook has paired up with to power FBX. These include BlueKai, Acxiom, Epsilon, and Datalogix. These four vendors also can bring offline data to bear, such as names and emails collected via in-store loyalty card programs.

During Facebook’s second quarter earnings call this year — when Facebook reported its best-performing ad revenue ! ever  — Sheryl Sandberg said that advertisers are very excited about Facebook’s data partnerships bridging the offline-online divide.

On the Web as a whole, the idea of targeting ads based on user’s browsing history helped spawn the still-burgeoning ad tech industry. But Facebook’s entry into the space has raised the competitive stakes for retargeting, and may herald an era in which more big-name Internet properties launch similar or more sophisticated retargeting solutions.

Twitter announced in July 2013 that it was beta-testing its own retargeted ad product.

While more recent data isn’t available, if FBX continued growing at the same rate year-to-date as it did through December 2012, it would account for well over 60% of total retargeted clicks today.

Download the chart and data in Excel.

BII fbx retargeting


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Thursday, August 29th, 2013 news No Comments

Pinterest (1.8%) Refers More Traffic Than Twitter (0.8%), But Still Small

Source: SmartCompany

Social network Pinterest now refers more users to websites than either Twitter or Yahoo!, according to new figures.

The figures, released by social sharing widget provider Shareaholic, reveals that 1.84% of users to websites using its tools were sent from Pinterest, which has now overtaken Yahoo! (1.37% of visitors), Bing (1.03%), StumbleUpon (0.97%) and Twitter (0.80%) as a source of visitors.

However, Pinterest remains significantly behind Google (41.28%), direct traffic (20.03%) and Facebook (5.9%) as a source of traffic.

The figures were drawn by examining traffic sources from 200,000 websites using Shareaholic’s web tools.

UPDATED  Feb 12, 2013

Search engines still dwarf email and social media as an e-commerce traffic driver. 32% of e-commerce site visits in Q4 came from search, compared to 4.3% from email and just 1.9% from social media. In fact, Q4 marked the third consecutive quarter that social media’s influence waned.

Traffic from search engines also tends to have a larger average order value (AOV) than the other sources analyzed by Monetate. In Q4, AOV from search was $97.54, about 9% higher than from email ($89.64) and roughly 40% higher than from social ($69.46).

About the Data: Monetate’s E-commerce Quarterly analyzes a random sample of over 100 million online shopping experiences using “same store” data across each calendar quarter. Averages throughout the EQ are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, will vary by industry/market type. These averages are published only to support the analysis in each release of the EQ, and are not intended to be benchmarks for any e-commerce business.

Ecommerce Traffic Referrers

Shareaholic Referral Traffic Sources Report

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Tuesday, February 12th, 2013 news No Comments

OpenSky Hits 1 Million Users And More Than $1.5 Million In Monthly Sales

Source: http://www.businessinsider.com/opensky-1-million-users-2012-1


John Caplan OpenSky

Fab and Turntable weren’t the only pivot success stories of 2011. Another e-commerce site, OpenSky, went from struggling to successful in about nine months.

OpenSky was founded in 2009 by John Caplan as an e-commerce arm for bloggers. Influential writers could create storefronts alongside their content, but it wasn’t a fruitful business model for OpenSky.

“Last year we were dead in the water,” says Caplan. “We weren’t selling very much. When people are reading they aren’t buying things; they don’t have their credit cards in hand.”

Caplan decided to pivot his startup. OpenSky relaunched in April as a personalized shopping site.  Now e-commerce isn’t secondary to content on OpenSky; it’s king.

The new OpenSky operates like Twitter. It works with 80 industry influencers and celebrities, like Martha Stewart, Bobby Flay and Alicia Silverstone, to create lists of their favorite items.  Users can follow the influencers and buy the endorsed products.  OpenSky holds all the inventory, ships items to users, and splits the profit 50/50 with influencers. Caplan says none of OpenSky’s influencers are investors. They just really like the product.

“It’s like Twitter but our merchandisers [the celebrities who pick the items OpenSky sells] are making tens of thousands of dollars every month from their followers,” says Caplan. Martha Stewart, for example, has 83,549 followers on OpenSky just waiting to buy a recommended rolling pin or mixing bowl.

So far, OpenSky’s pivot has worked wonders. In April, its first relaunch month, OpenSky generated about $66,000 in sales. Last month it generated well over $1.5 million. “Revenue has been increasing 50% month over month,” says Caplan.

In October the 87-person startup raised $30 million. Today, Caplan told us OpenSky crossed the 1 million user mark. About 68% of users are repeat buyers, purchasing new OpenSky items within eight weeks.

We asked Caplan what his margins are like. Despite the 50/50 split, he says they’re pretty good.

“Brands are excited about OpenSky because they want to be endorsed by celebrities,” says Caplan. While brands can’t pay for distribution on OpenSky, they generate a lot of sales when celebrities decide to post their items. Caplan likens OpenSky to Pinterest.  The brands’ excitement makes it easy for OpenSky to purchase, store and sell celebrity-endorsed items at reasonable prices and margins.

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Tuesday, January 3rd, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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