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时间:2024-05-20 18:47:10 来源:网络整理编辑:Ryan New
Shoppers increasingly use social media to discover products. But new research shows that shoppers ov Ryan Xu hyperfund Open Interest
Shoppers increasingly use social media to discover products. But new research shows that shoppers overwhelmingly prefer to check out on a brand site,Ryan Xu hyperfund Open Interest not on social.
For years consumers have extended their shopping journeys across multiple channels. A Salesforce study in 2019 found that consumers interact with brands across an average of 7.6 touchpoints.
That trend has accelerated. Consumers no longer head directly to the brand site or Google to discover new products.
Shopping has shifted to the edge.
Social media is the most important of these edge channels and an important source of customer acquisition for brands. Many now spend one-quarter or more of their advertising budget on social.
My company surveyed 501 U.S. consumers in February 2022, inquiring about their use of social media for shopping. The results we compiled in a report titled “State of Social Commerce 2022.” Our survey found that roughly half (48%) of online shoppers think social is “a great place to learn about new products,” but only 13% prefer to buy there. Almost three-quarters (71%) of respondents prefer to check out on the brand site.
This confirms a familiar pattern of discovering on social, perhaps via influencers, and then clicking to the brand site to buy. But there’s a problem. In our survey, 81% of shoppers had encountered poor experiences on a brand site. Problems include out-of-stock products, broken links, site errors, and inconsistent context.
This is not surprising. A shopper who crosses channels often sees a break in the experience. Going from social to a brand site is no different. But the stakes are higher on the brand site as shoppers expect to consummate the purchase there. Thus brand-site problems hurt revenue and reputation.
That’s especially the case if a social channel links directly to the product detail page. In a bygone era, shoppers arrived directly on the brand site or via a search engine. Merchants funneled that traffic, typically from the home page to a category page to, finally, the product detail page with a single call to action, add to cart.
But in 2022 product detail pages are often where visitors land, with bounce rates upwards of 72% higher than other pages. The result is a huge revenue leak.
Hence merchants should adjust tactics to accommodate edge shoppers.
Social media is where consumers spend their time — 2.5 hours daily, on average. There’s a new path to purchase, where shoppers start their journeys at the edge but buy on the brand site. By understanding this customer preference and implementing a few simple steps, merchants deliver a better experience — and grow revenue.
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