People
who see Tweets from sporting goods retailers may be significantly less
likely to visit those websites than people who receive Tweets from other
types of retailers, according to a study commissioned by Twitter and
reported on its blog.
The
study by the online marketing research firm Compete analyzed over 7,600
users and their site visitation and purchase behavior on over 700
retail brand websites during the busy back-to-school season. The first
group of users was composed of people exposed to at least one Tweet by a
retail company. There were two additional control groups: one was made
up of U.S. Internet users who visited Twitter but were not exposed to
retailer Tweets and the second represented the average Internet browser.
The
study’s main finding was that people who see Tweets from retailers are
more likely to visit retail websites and make online purchases. And the
more Tweets they see, the more likely they are to buy.
Compete
found that Twitter users visit retail websites at a higher rate (95
percent) than general Internet users (90 percent). This finding is true
for both mass retail sites as well as specific categories like apparel
& accessories retailers and becomes even more pronounced for more
niche parts of the retail industry like toys or sporting goods.
“During
the timeframe that Compete analyzed, 27 percent of general internet
users bought something from a retail website,” Twitter reports on its
blog. “Twitter users, however, made purchases at a rate of 33 percent
from the same sites during the same period. When Twitter users were
exposed to a Tweet from a retailer, that purchase rate increased to 39
percent. This represents a lift of 1. 4X and 1.2X, respectively, and is
true across a variety of retail categories.”
A
graphic on Twitter’s blog, however, shows that less than a third of
people exposed to Tweets from Sporting Goods retailers visited such
sites. Only people exposed to Tweets from Health & Beauty stores
were less likely to visit such retailer sites. Those exposed to Tweets
from a dozen other types of retailers were more likely to visit those
sites. Those retail categories in order of declining response rates
were: Mass Merchants; Apparel & Accessories; Computers &
Electronics; Books, Music & Video; Specialty and Non-Apparel; Toys
and Hobbies; Housewares & Home Furnishings; Office Supplies; Food
& Drug; Telecom; and Deals.
The
study recommends retailers include links in Tweets that streamline the
path to purchase and special offers that incentivize taking action. It
also recommends retailers Tweet frequently. Twitter users exposed to
Tweets from retailers on 12 or more days were 32 percent more likely to
purchase from those retailers compared to all users exposed to retail
Tweets.
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