Social Traffic Impacts Conversions During Holidays
There are many uncertainties regarding the impact that social media has on conversions for e-commerce merchants, however, a new study from Ecwid reveals that purchases resulting from Facebook referral links grew significantly during the 2012 holiday season.
The e-commerce widget provider collected data from 180,000 stores and found that the percentage of Facebook referral links to Ecwid-powered storefronts that resulted in a purchase ranged from 4 to 5 percent during the pre-holiday period of October 30th through mid-November. Moreover, during the actual holiday shopping period of Thanksgiving through Christmas, Facebook referral links that resulted in a purchase jumped to the 6 to 7 percent range at times, and even reached as high as 8.5 percent on December 6th.
It is important to note that the data that was collected came from a variety of online stores that are powered by Ecwid, including standalone Web stores, mobile-based stores and Facebook stores. Additionally, the company has been tracking Facebook-sourced sales data from its merchants over the last year and has seen strong sales growth for Facebook storefronts, and this study further supports that social commerce can significantly impact a merchant’s bottom line.