The Monetate data aligns closely with recent figures from Adobe, which found social contributing just 2% of e-commerce site traffic during the holiday season, and search about one-third share of traffic.
Traffic from search engines also tends to have a larger average order value (AOV) than the other sources analyzed by Monetate. In Q4, AOV from search was $97.54, about 9% higher than from email ($89.64) and roughly 40% higher than from social ($69.46).
The only area in which search got outperformed by another source was in conversion rate, where email (4.71%) was the top performer, ahead of search (3.48%) and social (0.96%). Despite social media traffic lagging in conversion rate, it’s Q4 2012 figure of 0.96% represented a 60% year-over-year improvement.
About the Data: Monetate’s E-commerce Quarterly analyzes a random sample of over 100 million online shopping experiences using “same store” data across each calendar quarter. Averages throughout the EQ are calculated across the entire sample. Key performance indicators, such as average order value and conversion rate, will vary by industry/market type. These averages are published only to support the analysis in each release of the EQ, and are not intended to be benchmarks for any e-commerce business.