The global analysis by Nosto, the ecommerce personalisation and retail AI platform, tracked the source of mobile traffic and orders to large, enterprise online fashion retailers based on the ‘last click’ (where a visitor came from prior to landing onto a retailers’ site from both paid and unpaid traffic sources). It reveals that Pinterest and Instagram deliver the highest average order value (AOV), way ahead of Facebook, on both paid and unpaid social media. The AOV on Pinterest is $154 (paid), unpaid $68, while on Instagram paid AOV is $103, unpaid is $65. In contrast, Facebook AOV is just $69 paid/$58 unpaid.
However, Facebook has the highest conversion rate on social media – 1.24% unpaid, 0.73% paid. Given that it is also the biggest driver of social media traffic to fashion retail, Facebook generates more orders overall, but they are smaller on average. Snapchat trails the other social networks in both conversion rate and AOV. This is most likely because it is more of a top of the funnel discovery channel where consumers go for inspiration rather than immediate purchases.
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