My personal experience? Instagram. Typically when selling an $80 apparel item it would cost me about $35 to convert using Facebook. It took some optimization but that’s as good as I could get it- which is a little bit more in marketing I want to spend. Using Instagram for sponsored content a few years back, I was able to get closer to $20 per wallet, with sometimes getting incredibly lucky with sponsored posts. My anecdotal evidence isn’t really enough for me to have a true guiding hand, however, so I went to check some of Shopify’s sale’s metrics to find some real numbers.
Facebook dominates as a source of social traffic and sales. Nearly two thirds of all social media visits to Shopify stores come from Facebook and an average of 85% of all orders from social media come from Facebook. This includes using the built in Facebook App using Shopify. Facebook has the highest conversion rate for all social media traffic at 1.85%. Checking my current companies conversion, its closer to 1% for Facebook, but I only really have been using Facebook and Twitter.
Some industries reported as being better o other social media platforms, like automotive found YouTube to be the best place for sales.
Facebook has created Ad Benchmarks for different industries. They reveal that apparel has an average click through rate of 1.24%, with the average cost per click being $0.70, with an average conversion rate of 4.11% – so $70 for 100 clicks, and 4 sales for $70 dollars. This is about 17$ per conversion on average, which is half as much as I found myself spending. I imagine the cost of the item influences this a lot as well, I’m curious at getting my hands on more data.
There is a speculation that in 2017 (now) we will find more people are making purchases on their smart phone then on their computer, which we can expect to change what platforms work the most effectively. So fully optimized websites for phone will become a deciding factor in how effective conversions will be.
I ran a Facebook report to see how successful a campaign might be through Wordstream… it mostly let me know that if I’m not paying for posts, only 4% of my audience sees my post. This is something I already knew, but hoped it was as high as 8%.