Analyzed 700 million shopping sessions
When it comes to the land of retail more shoppers doesn’t necessarily mean better numbers for retailers. Having been involved in the retail sector for decades, I have come to realize that while foot traffic is very important, it’s really about the average ticket sale. RichRelevance’s latest study demonstrates that point. While Facebook may be winning the traffic battle, Pinterest is driving the highest average spending per online shopping session.
RichRelevance powers personalized shopping experiences for the world’s largest and most innovative retail brands, including Wal-Mart, Sears, Target and others. In a recent study, the company analyzed nearly 700 million shopping sessions to benchmark the performance of Facebook, Twitter and Pinterest as drivers of traffic to retail sites.
Diane Kegley, the Chief Marketing Officer of RichRelevance stated that “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.”
- Facebook dominates as a source of traffic: Shoppers who click-through account for the overwhelming majority of shopping sessions at nearly 86% (85.8%), followed by Pinterest (11.3%) and Twitter (2.9%).
- Shoppers who started at Facebook browse more and buy more often — nearly seven pages per visit vs. nearly three for Twitter and just over four from Pinterest and purchase somewhat more frequently (conversion rates of 2.63%) than Pinterest (.93%) or Twitter (1.09%).
- Pinterest is driving more revenue per session – nearly double that of other social channels: While shoppers who come to retail sites from Facebook and Twitter purchase more often, Pinterest users spend dramatically more than either ($168.83 average order value vs. $94.70 for Facebook and $70.84 for Twitter).
According to Diane, “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.”
For more detailed insights into this and other studies by RichRelevance, by all means check out richrelevance.com/insights/.
Founded and led by the e-commerce expert who helped pioneer personalization at Amazon.com, RichRelevance helps retailers increase sales and customer engagement by recommending the most relevant products to consumers regardless of the channel they are shopping. RichRelevance has delivered more than $5.5 billion in attributable sales for its retail clients to date, and is accelerating these results with the introduction of a new form of digital advertising called Shopping Media which allows manufacturers to engage consumers where it matters most—in the digital aisles on the largest retail sites in world. RichRelevance is headquartered in San Francisco, with offices in New York, Seattle, Boston and London.