The data: Brands risk losing out on high-intent shoppers if their social content links to generic landing pages. Eight in 10 US consumers have left a site without taking action after following a link that didn’t go directly to a product page, per a survey from Bitly.

A majority (61%) expect links to take them to a product page. Just 10%, the next highest result, expect a seamless in-app checkout or a multi-link directory.

When it comes to social video content, 66% of marketers include direct product pages in their top two choices for links, but 39% are keeping generic landing pages in the mix. Creators rate the two options much closer together, with 40% prioritizing product pages and 30% homepages.

Considering US consumers spend 26% of their time with TV and video on creator videos—1.7 hours per day, per Media Dynamics—marketers can’t afford to waste opportunities in the channel.

Recommendations for marketers: Establish linking pathways for consumers that are tailored to marketing goals for either product discovery or purchase, making sure strategies are easily repeatable across inventory.

• Track where consumers are dropping off by measuring bounce rates on homepages and product pages to see how generic links are affecting business.
• A/B test posts for driving conversion with links to product homepages versus checkout options. A quick checkout process could convert more shoppers.
• Ensure consistency of pricing, bundles, or discount codes across social posts and landing pages.
• For brands with creator partnerships, include specific landing-page requirements in creator briefs to meet consumer expectations.

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