Trends Report

The Purchase Path Of Online Buyers In 2012

September 24th, 2012
With contributors:
Patti Freeman Evans , Douglas Roberge


In 2011, Forrester partnered with GSI Commerce and its digital agency True Action to evaluate how shoppers touched various marketing touchpoints, such as paid search and email, prior to completing a transaction online. To understand if those behaviors have changed in the past year since the introduction of new mobile devices and new social networks, we examined the data for 77,000 consumer orders made between April 1 and April 14, 2012. In spite of changes to the eCommerce landscape, consumers continue to be influenced by the same web marketing tactics in largely the same ways.

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