When it comes to social media advertising, eCommerce companies aren’t sparing any expense. In 2015, advertisers spent almost $24 billion on popular social media sites including Facebook, Twitter, and Instagram. As social media advertising is expected to grow to almost $36 billion in 2017, we wanted to know “is this money well spent if user experience isn’t optimized?” If visitors leave because of poor user experience, money spent on advertising is wasted.
Before the explosion of social media, for most visitors the first interaction with a site was the homepage. Companies rightfully spent time and resources optimizing this “front door” for performance. However, with referrals now coming from friends’ recommendations linked directly from social media sites to product pages, a user’s first interaction with a site is often through the “side door.” Many eCommerce companies haven’t maximized on this potential: they need to optimize performance and user experience for all pages, not just the home page.
The following statistics highlight the importance of optimizing every single product page for performance. Don't force users to leave because of poor performance.