“Perfecting the post” is something we see social teams striving for everyday. From creating content WE ASKED: calendars and previewing content with multiple Have you experienced a link in a social media post that teams to styling a photoshoot to achieve a look led you to a product that you weren’t interested in? that’s just right for their audience, an enormous amount of time and resources goes into creating 35% social posts. So it’s a real shame that those posts lead to bounce rates that can reach 65%. All of that effort 65% is leading to traffic that’s not finding what it’s looking for. Yes No In fact, our survey shows that 65% of consumers have found that the destination they were driven to from a social post wasn’t right for them. This may happen when a marketer showcases a product in a post but drives the visitor to the brand’s homepage In all of these cases, the underlying problem is — forcing a consumer to find the product themself. that e-commerce systems were never designed to It can also happen when a marketer posts an “talk” to social channels. This forces marketers to image with multiple products but chooses just make a tradeoff: move fast and direct consumers to one to send a consumer to. Out-of-stock products wherever they see fit or wait for specialized landing contribute to this problem as well. pages to be created for each social post. 11 | Curalate Consumer Survey: Social Content is the New Storefront November 2017