Lots of very important stats for e-commerce marketers in this article/study. However, as the article points out, the above chart is a bit misleading in that the attribution model used was last click. Which is pretty inaccurate in terms of representing shoppers’ actual behaviors.
There are all kinds of great, actionable stats in the article that were not charted:
- The add-to-cart rate was higher for traffic referred by email (10.51%) than search (6.81%) and social (3.24%).
- Average page views was equal for email and search traffic (9.02 each), both about double social’s average (4.6).
- Email traffic sported the highest conversion rate (3.19%), followed by search (1.95%) and social (0.71%).
- Search traffic had the highest average order value ($96.32), followed by email ($83.72) and social ($72.31).
- Among social referrers, Pinterest ($80.54) boasted the highest average order value, followed by Facebook ($71.26) and Twitter ($70.17).
- Pinterest’s share of social traffic grew from 17.5% in Q1 2012 to 25% in Q1 2013, while Facebook’s share retreated from 62.5% to 55.2%.
- Looking at conversion rates by referrer, AOL Search (4.48%) came out easily on top, besting Bing (3.03%), Yahoo (2.8%), and Google (1.71%), among others. Traffic from Facebook converted at a much higher rate than traffic from Pinterest (1.08% vs. 0.36%).