Search brings 10x more traffic to shopping sites than social media, according to Similar Web’s Global Search Marketing report 2016. A finding is credible as it is based on billions of site visits to a global sample of website but accounted only for desktop traffic.
The report also contains several metrics on paid search. In the search, traffic has been broken down from a broader range of sources. From traffic of paid search to display advertising in numerous shopping related sites. The study has found out that paid search generates more than traffic than display ads with an exception in the general merchandise category.
We have been hearing rising roles of email marketing and social media marketing for long. But, Similar Web data states these channel brings only a modest amount of traffic in comparison to search. Sadly, the report doesn’t provide any insight into the most effective channels in generating most conversions.
According to a survey, in numerous paid and organic sources, a search is the largest driver of traffic which is followed by direct and referrals traffic. Social media comes in fourth, followed by display and email marketing producing very little amount of traffic.
In the search category, paid search is just above 5% of entire traffic and organic is just below 95%. If mobile data is included, a number of paid search would be better, feels the expert with rising mobile user’s context.