Social media networks, particularly Facebook, are increasingly influencing digital sales: 71% of consumers are more likely to make a purchase based on social media referrals; and four out of 10 social media users have purchased an item after sharing or favoriting it. Advertisers are getting the hint about social’s influence: Worldwide spending on paid social media increased 33.5% in 2015 over the previous year, hitting $23.7 billion, and it’s projected to increase another 34% by 2017, reaching nearly $36 billion.
But retailers may still be underestimating social media’s importance because the channel is letting customers in through “side doors.” Social media is driving people directly to product pages rather than sending them to retailers’ home pages, according to this infographic from Instart Logic. To maximize social media-influenced sales, make sure all site pages are optimized. A page that takes as many as six seconds to load suffers a negative 50% conversion hit.
Source: Instart Logic