4 Key Facts You Should Know Before Allocating Ad Spend
Blog post from Heap
Heap conducted an analysis of over five million anonymized website visits to determine which advertising channels were most effective for eCommerce businesses in terms of traffic and conversion rates. The study found that search engines like Google and Bing had the highest conversion rates, with Google at 8.2% and Bing at 7.6%, significantly higher than social media platforms like Facebook, which had a conversion rate one-third less than Google's. Interestingly, smaller shopping carts (under $200) boasted higher conversion rates compared to larger ones, with Google leading in conversions for smaller purchases and Bing for larger ones. Despite having lower conversion rates, social media platforms like Facebook and Snapchat drove the greatest amount of traffic to websites, accounting for approximately 13-14% of visits. The analysis highlights the substantial variation in conversion rates within each source and underscores the impact of shopping cart size on conversion effectiveness.
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