Social media still refers only a fraction of traffic to e-commerce sites, but it remains a topic of keen interest, particularly as its influence appears to be growing. New data released by Shopify examines 37 million social visits to its client stores resulting in 529,000 orders, comparing various platforms in terms of total traffic, conversion rates, and average order values. Not surprisingly, Facebook was dominant in terms of social traffic (63% share) – but Polyvore emerged with the highest average order value (AOV).
Its AOV of $66.75 was ahead of others such as Pinterest ($58.95), Facebook ($55) and Twitter ($46.29).
There is a big caveat to the data – due to its fractional share of total visitors to Shopify’s clients, the average order value for Polyvore visitors comes from just 436 orders, an extremely small dataset. Nevertheless, the results align with a study released last year by RichRelevance, which used a much larger dataset in determining that visitors from Polyvore had a much higher AOV than those referred by other social networks. Read the rest at MarketingCharts.
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