Although online shoppers who arrive at retail websites via Facebook and Twitter are less likely than those who arrive via search engines to make a purchase, they tend to spend more money when they do buy, according to research from RichRelevance.

Shoppers who click to retail sites via Facebook convert 1.2% of the time on average, while those who arrive via Twitter convert 0.5% of the time. By contrast, conversion rates are higher for major search engines such as Google (1.9%), Bing (2.4%), and AOL (2.9%).

Among all online shoppers, however, those who arrive at retail sites via Twitter have the highest average order value ($121.33), whereas those who arrive via Google spend roughly 20% less ($100.16).

Though traffic from both Twitter and Facebook to retail sites has grown dramatically in the last year, according to the study, those networks still account for a very small portion of total traffic (less than 1%).

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Shoppers via Social Sites Buy Less Often, but Spend More

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