Shoppers who land on retail sites through Facebook or Twitter are less likely to make purchases. Their conversion rates average 1.2% and 0.5%, respectively. Per average order, however, they spend more than those who come through Google. In fact, shoppers who originated from Twitter spend on average $121.33 -- the highest average order value (AOV) of all, according to a recent study.
RichRelevance study of more than 200 million shopping sessions provides insight into how Americans browse and shop online, and how their behavior varies, depending on whether they arrive at retail sites through social networks or search engines.
The National Retail Association reports that 37% of consumers plan to make online purchases this holiday season.
While Traffic from Twitter and Facebook to retail sites continues to grow dramatically, these networks still account for less than 1% of total traffic, according to Diane Kegley, RichRelevance's CMO.
It may seem a bit odd that Twitter would produce the highest AOV, but when adding "intent" into the equation it makes sense. Consumers on Facebook and Twitter don't intend to make a purchase, but rather share information. A spontaneous shopper might see an ad and get pulled into the retailer's Web site. The shopper's personality, combined with impulse and influence from the ad, prompts the sale or conversion.
Read more of the analysis of the RichRelevance study here on MediaPost: