July 17th, 2014 | 1 MIN READ

How Data Impacts the Path to Purchase [Infographic]

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

This week's infographic from Baynote outlines how data influences the customer journey from discovery, to research / purchase intent, to checkout, post-purch and beyond.

data online path to purchase

Click to enlarge infographic

tweet infographic


  • 89% of consumers use search engines to research purchases Tweet this
  • 62% of all online searchers visit 1 of the top 3 results #SEO Tweet this
  • 79% of consumers follow brands on social networks Tweet this
  • 92% of consumers trust earned media (personal recommendation, reviews) over other forms of advertising Tweet this
  • 63% of consumers use smartphones to research purchases Tweet this
  • 86% of customers are influenced by negative reviews Tweet this
  • Less than 1/3 of retailers have a conversion rate better than 4% Tweet this
  • 21% of consumers abandon online checkouts when they have an inefficient process Tweet this
  • Personalized email boosts transaction rates by 6X Tweet this
  • Personalized email is opened +29% and clicked +43% more than non-personalized Tweet this
  • Only 30% of brands use personalized email Tweet this
  • By 2018, 54% of transactions will happen on mobile Tweet this

Share on


Thanks for signing up!

You'll receive a welcome email shortly.

By submitting this you agree with our privacy policy.