Electric quotient conversion search engine far higher than social media

According to foreign http://www.aliyun.com/zixun/aggregation/31646.html "> media reports, the latest research shows that online shopping, search and e-mail are still more effective than social media.

Despite a 77% per cent increase in social media contributions to online shopping sites over the past year, almost no users actually buy anything from them, according to a new report released today by marketing company Monetate.

The company's research shows that in the second quarter of 2012, search engines and email recommended shopping sites were still more effective than social media sites for generating actual sales results.

In the second quarter, social-media sites contributed only 2.85% of online shopping, but the figure rose 77% from the beginning of 2011 to the beginning of 2012.

Of all the social networking sites, Facebook recommends shopping sites to contribute the most traffic. Facebook has no difficulty in using users to browse through other sites, but almost half of the users do not have access to other pages after browsing the page. Less than 5 per thousand of users will actually buy the items on the page after browsing the page.

By comparison, Google's conversion rate, which translates traffic into actual sales, has reached 2.44%, and mail conversion rates are as high as 4.25%.

As Monetate's chief marketing officer, Cotte Heinemann (Kurt Heinemann) believes that social media are generally less valuable than they are, and these companies should be aware of that. When consumers want to buy something, they still prefer to search the product directly.

But he also believes that does not mean that these companies should not use social media. For these companies, creating an image in social media can hardly cost much.

"This simply means that we should be cautious about exaggerated propaganda, and that the low conversion rates of social media and traditional methods should be taken into account," Heinemann said. ”

This report also provides a specific number of conversion rates for different devices, operating systems, and browsers.

Some anecdotes in this report:

Heinemann said the ratio of mobile terminals--such as smartphones and tablets--to browse online shopping sites rose from 5.89% to 11.6%, and that the upward trend continues. Smartphones are more often used to browse and view specific items, but generally do not use them for shopping. Tablets and desktop computers have a higher conversion rate. Heinemann says this is because the smartphone does not provide all the necessary information for shopping when the user does not feel more at ease with the smartphone. Apple's ipad has a higher rate of access to the site, but the conversion rate is almost the same as the Kindle Fire and Android tablet. While iphone market share is still growing, the conversion rate of Android smartphone users is still higher than that of iphone users. In the browser market, while IE is still the first, its market share has continued to fall, from 49.37% per cent to 37.5% in the past year. By comparison, Chrome's market share grew from 10.89% to 17.15% at the same time.

Source: NetEase Technology