Email Trails Search, Leads Social in Q4 E-Commerce Traffic and AOV
Almost 1 out of every 3 visits to e-commerce sites in Q4 came from a search engine, according to a new report by Monetate. 4.3% of visits came from email, up from 4.1% during Q3. Social media drove less traffic at only 1.9%, dropping for the fourth consecutive quarter. Social media conversions also showed the lowest average order value of the three, at $69.46. Email was almost 30% higher at $89.64 and search was higher still at a $97.54 AOV.