referrals

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

Social Media Drives a Small Share of Online Consumers to Retail Sites

source: http://www.emarketer.com/Article/Social-Media-Drives-Small-Share-of-Online-Consumers-Retail-Sites/1010070

Largest portion of social media traffic comes from Facebook

Digital resources have upended the traditional linear path-to-purchase model, with consumers now relying on a number of resources to shop for and purchase goods online. Social media has certainly played a role in that process, but research from L2 Think Tank found that little traffic was flowing from social media to retail sites.

Among all traffic sources, search engines dominated, leading 35.5% of traffic to retailers, followed by direct web browsing (33.9%), referrals (18.4%) and email (8.7%). Social media pushed 2.4% of traffic, above only display ads, which led 1.1% of visitors to retail sites.

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Wednesday, July 24th, 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

Facebook drives most social B2B traffic, but Twitter is top for conversions: report

Source: http://econsultancy.com/us/blog/61999-facebook-drives-most-social-b2b-traffic-but-twitter-is-top-for-conversions-report

In fact, Twitter achieves a higher conversion rate (2.17%) than the average for all channels combined (1.6%) including organic and paid search. In comparison, LinkedIn and Facebook achieve conversion rates of 0.8% and 0.74% respectively.

But when it comes to the number of pageviews per visit, LinkedIn is the top performer with 2.48, followed by Facebook (1.94) and Twitter (1.51).

Social media breakdown

Overall though, organic search massively outperforms social in terms of traffic and leads.

Organic search drives 41% of traffic to B2B sites, of which Google accounts for 90%, while social contributes an average of only 5% of all traffic and leads.

B2B conversion rates by source 2012

The data in this report was collected using Optify’s visitor and lead tracking software and includes only US .com sites with between 100 and 100,000 monthly visits.

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Wednesday, January 30th, 2013 news No Comments

Guess What Percent Of Black Friday Online Sales Came From Twitter Referrals?

Source: http://www.businessinsider.com/black-friday-online-sales-from-twitter-referrals-2012-11

New Twitter Logo

What percent of online sales on Black Friday do you think came from Twitter referrals?

How about Facebook?

While you’re pondering those questions, here are some other factoids from a report on Black Friday online sales by IBM:

  • The average Black Friday online shopper bought 5.6 items per order. That’s down 13% from last year. It’s also down 40% from Friday, November 16th, a week earlier. Hard to know what to make of that.
  • The average shopping “session” length was 6 minutes and 39 seconds. That’s down about 10% from last year. Compare that to the average hellish shopping session in a physical store, and you’ll see why ecommerce is continuing to grow as a percent over overall retail sales.
  • The “conversion rate” of online shoppers–the percentage of those who visited the site who actually bought something–was 4.58%. That’s up 9% from last year.
  • Mobile devices (smartphones and tablets) accounted for 16% of sales. That’s up from 10% last year.
  • Mobile devices accounted for 24% of site traffic. That’s up from 14% last year.
  • iPads accounted for 10% of site traffic, up from 5% last year.
  • iPhones accounted for 9% of site traffic, up from 5% last year.
  • Android phones and tablets accounted for 5.5% of site traffic, up from 4% last year.

The key observations here would seem to be:

  • Mobile is ! continui ng to grow rapidly as a percentage of traffic and sales, but it’s not taking over by any means.  6 years into the smartphone era, with smartphones now accounting for more than 55% of U.S. handsets, traffic to mobile sites (including traffic from tablets) is still less than 25% of overall traffic.
  • Apple devices continue to crush Android devices in terms of commerce engagement. Android users just don’t seem to do all that much with their gadgets.

And now to social referrals…

It wasn’t long ago that many people were arguing that Facebook was eventually going to be bigger than Google. Word of mouth, after all, is the most powerful form of marketing known to man. And people lived on Facebook, so they would soon be shopping on Facebook. And so forth.

Well, so far, anyway, that ain’t happening.

  • Only 0.68% of Black Friday online sales came from Facebook referrals–two-thirds of one percent. That was a decline of 1% from last year.

And how about Twitter?

A couple of years ago, people were excited about Twitter’s potential as a commerce platform, too.

But Twitter’s impact on ecommerce, it seems, is zero.

Not “basically zero.”

Zero.

  • Commerce site traffic from Twitter accounted for exactly 0.00% of Black Friday traffic. That was down from 0.02% last year.

So much for the idea that Twitter or Facebook’s business models are going to have much to do with commerce.

SEE ALSO: Here’s Why You Will Instantly Dump Your Cable Company To Get Google Fiber

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Monday, November 26th, 2012 news No Comments

Google Still 80 Percent Of E-Commerce Referrals

Source: http://www.businessinsider.com/google-still-80-percent-of-e-commerce-referralsbut-facebook-up-92-percent-2012-2


Google is still e-commerce’s best friend, at least for the time being. Social is just beginning to change  business online, but search engines still dominate referral traffic to e-commerce sites.

Google alone accounts for over 80 percent of e-commerce traffic referrals, according to a study by RichRelevance. Meanwhile, Facebook made up 0.5 percent of traffic, but that number was up 92 percent from the year prior.

There is some anecdotal evidence that this may be changing. At yesterday’s Social Commerce Summit, Sheezan Bakali, Director of Marketing at hot flash sales startup Fab, indicated that Facebook was its third largest source of traffic after direct traffic and e-mail referrrals. Nonetheless, search still powers e-commerce—for now.

Drivers of E-Commerce Traffic

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Wednesday, February 8th, 2012 news No Comments

A Retailer

Source: http://blog.compete.com/2012/01/03/pinterest-a-retailers-best-friend/

Pinterest Women's Clothing

Last May, we wrote about the new kid on the block, Pinterest. A self-proclaimed “virtual pinboard,” Pinterest allows users to collect images, quotes, recipes, etc. from across the web and organize them onto their own “pinboards” which can be shared with other Pinterest users. Examples of common pinboard inspirations are Wedding boards, Food & Drink boards, Travel & Places boards, & Home decor boards.

Although Pinterest had shown promise back in May, there would have been no way to predict the type of success they have seen since. Having grown 84% in Unique Visitors since we last wrote about them and 50% from October to November alone, it seems that Pinterest has piqued the interest of more than a few.

uvs to pinterest

Having recently joined Pinterest myself, I was curious to see how Pinterest might play into the role of marketing. I noticed that a lot of my friends were posted clothing & material items they liked in almost a “wishlist” sort of way, so I was curious to see if this could double as a sort of targeted social advertising.

I decided to look at incoming and outgoing traffic to and from Pinterest.com to see how virtual pin boards might affect consumers.

incoming traffic to pinterest

While most of the Top 10 Referrals to Pinterest.com are among the top sites on the Internet, the more interesting data starts at #11. Etsy.com, Amazon.com, Craigslist.com and Ebay.com all bring at least .39% of all traffic to Pinterest.com – not to mention their growth in referrals this past November. Etsy.com increased its referrals to Pinterest.com by 7%, Ebay by 23%, and Amazon by 50%!

Looking further into the data, we see that Walmart, Toys R’ Us, Target, Zulily, Baby Center, Kohls, Houzz, JC Penney, Best Buy, and Zazzle are all within the Top 100 Referrals to Pinterest.com. What could this all mean? In the context of Pinterest, it would seem that users are inspired and excited by the products they see on these websites and want to add them to their visual collections and share them with friends. But once users leave retailers for Pinterest, are the retailers benefiting?

Well, one could argue that the impressions made on Pinterest users who view the shared item are enough value in themselves. Viewing a cute dress for a little girl on Zulily.com might inspire a Pinterest user to visit Zulily in the future or even make a purchase at a later date. But could there be any retail sales that start directly at Pinterest.com? I checked out outgoing traffic from Pinterest.com to get the scoop.

outgoing traffic from pinterest

As you can see, Etsy.com is the #6 destination from Pinterest.com, swiping 1.5% of all outgoing traffic. Amazon, Ebay, Craigslist, & Houzz are all in the Top 30 destinations users immediately visit after Pinterest.com. Target, Walmart, & Anthropologie are also among the Top 100 destinations from Pinterest.com. Interestingly enough, Anthropologie wasn’t among the Top 100 incoming destinations which means that the content from Anthropologie shared must be expectionally engaging with Pinterest users.

Are you on Pinterest? Have you ever been inspired to buy something after looking at a friend’s virtual pin board? If you are a retailer, or online marketer, what do you think the future holds for Pinterest in this context?

Leave your comments below!


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Tuesday, January 10th, 2012 news No Comments

A Look at Smartphone Search

Source: http://blog.compete.com/2011/10/21/picking-blackberries-online-a-look-at-smartphone-search/

Lasse Kristensen/Shutterstock

I once owned a Blackberry.  I liked BBM, that blinking red light and being able to tell everyone that my messages were “encrypted.” That was until I owned an iPhone. Now we have all heard the debate, Mac or PC, iPhone or Blackberry, Firefox or Internet Explorer… everyone has their reasons and I have mine.

Each phone has their unique features, but no matter which device is actually better, people are continuing to buy Smartphones.

Looking on compete.com I searched the keyword “smartphone”. My search showed that the top 25 search referrals are:

Sites referred to by smartphone from 07/19/2011 – 10/17/2011 Industry Category Volume Paid Share Natural Share Avg. Site Referrals
11 wikipedia.org Dictionary/Thesaurus/Encyclopedia 1.46% 0.00% 100.00% 198,529,152
12 facebook.com Personal Networking 1.44% 0.00% 100.00% 525,556,662
13 toptenreviews.com Mass Merchant and Department Store 1.37% 0.00% 100.00% 873,586
14 blackberry.com OEMs 1.32% 28.75% 71.25% 889,982
15 youtube.com Videos 1.13% 245,958,844
16 wirefly.com Wireless Agent 1.12% 100.00% 0.00% 679,820
17 walmart.com Mass Merchant and Department Store 1.09% 16,755,011
18 zdnet.com Technology 1.08% 0.00% 100.00% 573,968
19 samsung.com OEMs 1.08% 1,247,624
20 apple.com Electronics 0.88% 100.00% 0.00% 11,020,105

Looking at the top 25 search referrals we find that Blackberry.com sees more visitors searching for smartphones, than Apple.com does. Apple.com has 100% paid search referrals for the keyword “smartphone” and Blackberry.com has 28.75% paid search referrals.

Looking at Average Site Referrals we see that Apple.com sees approximately 11 thousand site referrals and Blackberry.com sees approximately 900 thousand.

With such a large number of people searching for smartphones, the competition is as fierce as ever.

Looking at Average Stay and Pages/Visit for Apple.com we can see that people stay on the site for about 6 minutes and look at about 5 pages.

Looking at Average Stay and Pages/Visit for Blackberry.com we can see that the average stay is higher at about 8 minutes and look at about 7 pages.

Are people spending more time on Blackberry.com because there are more options? Do people know what product they want when visiting apple.com spending less time?

While I love my iPhone and have retired my Blackberry, Smartphones are the smartest option for people who want to be connected wherever they are.


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Friday, October 28th, 2011 news No Comments

Corporate Sites Most Effective Online B2B Lead Gen Tool

Source: http://www.marketingcharts.com/direct/corporate-sites-most-effective-online-b2b-lead-gen-tool-19440/

Although four in 10 (41%) B2B marketing/IT professionals say personal connections and referrals are their top lead source, corporate websites (23%) are the clear leader in online lead generation, according to [landing page] a study released in September 2011 by Demandbase. Results of the “2011 National Website Demand Generation Study” indicate the percentage of respondents […]


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Friday, September 30th, 2011 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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