Thirty-nine percent of online retail transactions by new customers start with clicks from paid or organic search results and less than 1% come from social channels according to a new Forrester report. “In spite of changes to the interactive marketing landscape and the growing number of shoppers using mobile and tablet devices to access content, core elements of web marketing continue to be effective,” writes Forrester Analyst Sucharita Mulpuru.
In order to determine how and when shoppers touch various platforms when completing a transaction online, Forrester partnered with GSI Commerce to examine 77,000 consumer orders made over a period of 14 days in April 2012. Findings in the report include:
- Multiple platforms influence many buyers. While 33% of transactions by new customers involve more than one trackable touchpoint, 48% of repeat customers visit multiple trackable touchpoints. The most popular platforms include organic search, paid search, and email.
- Email and direct traffic matter for frequent customers. Thirty percent of transactions by repeat customers start with an email from the retailer, and an additional 30% type the retailer’s URL directly into a browser.
- Social tactics are not meaningful sales drivers. Forty-eight percent of consumers reported that social media posts are a great way to discover new products, brands, trends, or retailers, but less than 1% of transactions could be traced back to trackable social links.