Denver—Facebook may be generating the lion’s share of social media-driven shopping sessions, but Pinterest is driving the highest average spending per online shopping session. Perhaps because Pinterest’s image-oriented interface and curated content appear to be more effective than 140-character tweets in driving traffic to retail sites.
That’s what RichRelevance, a specialist in dynamic e-commerce personalization for the world’s largest retailers, found when analyzing nearly 700 million shopping sessions to benchmark the performance of Facebook, Twitter and Pinterest as drivers of traffic to retail sites.
“Every social network promises a new way of connecting consumers with retailers and brands,” says Diane Kegley, chief marketing officer at RichRelevance, of the firm’s latest Shopping Insights report. “However, the big take-away from our research is that not all channels in the social space are created equal.”
Key findings include:
• 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%). Moreover, Facebook users stay around longer, boasting 2.5 times as many page views per session as Twitter.
• 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).
And while Facebook shoppers lead in revenue generated per visit, Pinterest is gaining ground—in the last three months, it was met or exceeded Facebook in revenue-per-session.
“As retailers and brands continue to sort out how to take advantage of social networks, this study 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,” adds Kegley.
RichRelevance delivers more than 850 million product recommendations daily for consumers of Walmart, Sears, Target, Marks & Spencer and John Lewis among others. The RichRelevance Shopping Insights Study is based upon data gleaned from more than 689 million sessions that took place between Jan. 1 to August 31 on select U.S. websites which have deployed RichRelevance’s retail recommendation software. The study includes only browser-based shopping session and does not include shopping that may originate from mobile app versions of these platforms. Sessions are defined as Facebook, Pinterest, or Twitter respectively, if the referrer for that session originated from that site. www.richrelevance.com