Data Highlights
Search engines lead nearly half of shoppers to product detail pages.
Retailer or brand site searches are the primary channel for 38% of shoppers.
Retailer or brand mobile apps direct 30% of shoppers to product details.
Social media influences 28% of shopper visits to product pages.
Advertisements are key for 26% of shoppers in finding product details.
Printed advertisements guide 21% of shoppers to product pages.
Emails lead 20% of shoppers to product details.
Magazine or newspaper articles attract 18% of shoppers to product pages.
Text messages direct 17% of shoppers to product detail pages.
QR codes in-store are used by 15% of shoppers to access product details.
Scope
In this insight brief, we explore the diverse channels that guide shoppers to product detail pages. Understanding these pathways is crucial for e-commerce, retailers, and consumer brands aiming to optimize their online presence and drive sales.
Search Engines: The Leading Path
Search engines stand out as the top channel, directing 49% of shoppers to product details. This highlights the importance of search engine optimization (SEO) for brands. Ensuring visibility in search results is a key strategy for attracting potential buyers.
Retailer and Brand Site Searches
Following search engines, site searches within retailer and brand websites account for 38% of shopper visits to product pages. This indicates that a user-friendly search function is vital for keeping potential customers engaged and leading them to what they're looking for.
Mobile Apps and Social Media
Retailer or brand mobile apps influence 30% of the traffic, while social media accounts for 28%. These channels reflect the growing trend of mobile shopping and the power of social media in influencing consumer behavior.
Advertisements and Beyond
Advertisements, both digital (26%) and printed (21%), along with emails (20%), magazine or newspaper articles (18%), text messages (17%), and QR codes in-store (15%), each play a role in driving shoppers to product detail pages. These methods vary in effectiveness but collectively contribute to a brand's reach.
Insights and Opportunities
The data presents a clear picture: diverse channels lead shoppers to product detail pages, with search engines leading the pack.
For e-commerce entities, retailers, and brands, the key lies in leveraging these insights to craft a multi-channel strategy.
Focusing on SEO, enhancing site search functionality, optimizing mobile apps, and engaging through social media can significantly impact visibility and traffic.
Additionally, creative and targeted advertising, both online and offline, along with personalized communication like emails and text messages, can guide the target audience toward making a purchase.
Ensuring content and ad creatives resonate with the intended audience will not only attract but also retain customer interest, steering them closer to conversion.
This holistic approach maximizes reach and effectiveness across the shopper's journey, from awareness to purchase.