How Data Impacts the Path to Purchase [Infographic]

Linda Bustos

November 6th, 2020

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.

Click to enlarge 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

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Linda Bustos

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