Real-world data shows the most crucial sources of traffic for e-commerce websites
E-commerce/online retail is a booming sector. But because the latest marketing techniques change so rapidly, it can be tricky to keep up with the latest trends whilst also keeping your feet on the ground.
Datareportal's 2023 global overview shows that search engines and social networks are the 2 biggest sources for self-reported online brand research. But how are users navigating to e-commerce websites?
B2C top traffic sources
Hubspot's 2022 user survey, compiled by 400+ users, primarily of B2C audiences, demonstrates a mixed bag in terms of traffic attribution.
The biggest question mark is a sizable chunk of 22% direct traffic, which could include:
'Dark' social (untrackable social shares)
Bookmarked traffic
Direct links from pdfs, shared documents, or other non-trackable sources
But interestingly, after direct, we see…
People are moving away from Facebook and Twitter. Instead, they’re sharing content via private messaging apps. These private channels are referred to as dark social.
It’s no secret that the number of shares you see on social media has started to decline. So, does this mean people have stopped sharing the content they find interesting? No. The only thing that has changed is the way users share content.
Conversations are moving from public feeds and timelines to private messaging apps. In fact, 63% of users use messaging apps to share content or information.
[caption id="attachment_143623" align="alignnone" width="640"] [Image source: Global Web Index][/caption]In a nutshell, people are moving away from Facebook and Twitter. Instead, they’re sharing content on WhatsApp, FB Messenger, emails, and other private messaging apps. These private channels are referred to as “dark social.”
Understanding dark social
At some point, all of us…
