{"id":7377,"date":"2016-11-02T12:40:29","date_gmt":"2016-11-02T12:40:29","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=7377"},"modified":"2026-01-21T00:00:36","modified_gmt":"2026-01-21T00:00:36","slug":"4-reasons-to-continue-with-social-media-despite-their-low-conversion-rates","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/4-reasons-to-continue-with-social-media-despite-their-low-conversion-rates\/","title":{"rendered":"Social Media Conversion Rate – 4 Reasons to Continue with Social Media Despite Their Low Conversion Rates"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes<\/span><\/span>

With all the buzz around the use of social media platforms for business, it might be a bit of a downer to find out that social media marketing strategies represent 1.08 percent of e-commerce website visits that result in purchases.<\/p>\n

These low conversion rates<\/a> should not scare you, though. There is gold for your business in social media interactions.<\/p>\n

Find out below is why and how you can better exploit the hidden benefits of Social Media.<\/p>\n

Social Media and the Customer Journey<\/strong><\/p>\n

By engaging one out of every five minutes spent online, social media takes up a significant portion of internet users\u2019 behavior. Nearly 2.1 billion people have social media accounts<\/a> and some of these active users access social media platforms more than once a day<\/a>.<\/p>\n

For business, though, this intense social activity does not bring a direct increase in sales, representing just 1.55 percent of all e-commerce traffic, staying behind search and trailing email.<\/p>\n

In most cases, the brand awareness built by social media impacts early in the customer journey to online purchase process, in rather qualitative attributes. Depending on industry and country, social media impact might also happen later on the customer journey<\/a>.<\/p>\n

The early impact of social media platforms sets up three main needs:<\/p>\n

Additional steps in the purchase process<\/strong>: As users access social media platforms to socialize, not to shop, it takes extra steps to drive them from social browsing to a buying mindset. ASOS addresses it by putting an item ID next to the Instagram image<\/p>\n

\"ASOS\"<\/div>\n

And Forever21 has Facebook posts with carousels featuring one of the trends<\/p>\n

\"forever21\"<\/div>\n

A relevant call-to-action<\/strong>:\u00a0 With so much going on in social media platforms, users need an attracting call-to-action<\/a> to get hooked on offers of products and services. Look how Uniqlo addresses this issue by promoting its thermal wear during the autumn season:<\/p>\n

\"uniqlo\"<\/div>\n

Tailored landing pages: <\/strong>Streamlined purchase processes improve conversions of prospects<\/a> stepping out of social media platforms by effectively switching them to buying mode. For instance, when Yoox, an online fashion retailer, features a designer, it changes the link in the Instagram bio<\/p>\n

\"yoox\"<\/div>\n

So that it goes to a landing page devoted to this designer:<\/p>\n

\"yoox-designer\"<\/div>\n

If you need extra steps, relevant calls-to-action, and tailored landing pages, how come Social Media is so important for conversions?<\/strong><\/p>\n

Social Media builds brand awareness<\/a> like nothing else.<\/p>\n

Business who are active in social media create an aura of closeness with their followers. With heightened awareness, these businesses are able to drive targeted traffic to their sites, while improving their site\u2019s SEO and providing a quality experience to their audience. All these steps build trust between them and their future (and present) customers.<\/strong><\/p>\n

You already know how trust<\/a> plays a vital currency on online markets, so keep in mind that:<\/p>\n

1. You can drive targeted traffic to your site through social media posts.<\/strong><\/p>\n

A well-planned strategy of engagement can drive valuable targeted traffic to your business\u2019 website. Through organic and advertised reach, social media posts can find your ideal customers and direct them to your business\u2019 site.<\/p>\n

A successful social media strategy<\/a> relies on defining clear objectives, according to your business current needs.<\/p>\n

Some amazing facts and statistics on social media reach<\/a>:<\/p>\n