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Social commerce is, to some, an oxymoron.
Why would I want my social networks sullied with special offers and calls to action?
With the 'buy' buttons implemented by Facebook and Twitter apparently having little to no success (why keep customers away from retailer websites?) there has to be a smarter way to use social dynamics in ecommerce.
There is. Retailers are starting to use social for retention, enabling their most valuable customers to gain prestige by featuring on the brand's own website or social network.
Social proof is nothing new. It’s the idea that people will naturally follow the actions of the majority. Basically it’s a fancy way of saying 'herd mentality'.
My first (unbeknown to me at the time) experience with social proof was through a game my friends and I used to play at school.
We’d stand under a random tree and stare up as if something interesting was happening. Gradually a crowd would begin to gather, joining us in the staring until they finally realised they were looking at absolutely nothing.
Social proof can boost your conversion rate, but it can also work against you.
These five mistakes will eliminate the benefits of using social proof, and one of them could completely destroy your business.
Marie Curie provides care and support for more than 40,000 terminally ill people and their families in the UK each year, therefore it’s vital that the charity is able to provide services across every possible channel both offline and online.
To achieve this Marie Curie is undertaking a massive digital transformation programme, so it can extend its proposition to offer more services and support.
With 70% of people said to trust consumer opinions posted online, ecommerce sites are wise to use social proof to increase buyer confidence.
Social proof (online, that is) takes many forms. Reviews are perhaps the most obvious example, but this can be conveyed in other ways.
Here are some examples of sites using social proof to convince customers to take the plunge...
Product recommendations are responsible for an average of 10%-30% of ecommerce site revenues.
However, with so many ways to present product recommendations, I’ve decided to highlight four facts based on anonymous aggregated data collected from 50m sessions that were exposed to product recommendations.
Keeping these four facts in mind can really make a difference in generating what can be up to a third of your site’s revenue.
Digital Psychology is a relatively new discipline that combines theory from the worlds of behavioural economics, psychology and digital marketing to create digital communications that are compelling and persuasive to our unconscious minds.
The great thing about combining social science theory with contemporary digital best practise is that marketers are able to hypothesise and test assumptions on a statistically significant number of subjects (customers) in a relatively short period of time.
Also, through the medium of A/B and multivariate testing, put the lessons learnt into practise almost immediately.
This means that there should be some excellent proven examples of digital psychology out there on the web, and I’ve taken the opportunity to rank what I think are the top performers.
From small companies, to international giants, all those listed are employing some pretty clever tricks from the digital psychology toolkit.
Is your company one of them?
In the world of social media, social networking and instant access to information, people have become more talkative than ever.
So it comes as no surprise that when making a decision online, consumers look to the readily accessible experiences of others and have done so since the dawn of the internet.
With 70% of people trusting consumer opinions posted online, it is essential that any ecommerce business keeps up with the demand for social proof, allowing other consumers to read and hear about other people’s experiences with a given product or service.
To get the best conversion rates and beat the competition, your business must prove to potential buyers that people like your product.
Here’s how to bring consumers and companies together.
Consumer reviews are effective sales drivers, and a trusted source of information for users, but very few hotel brands seem to make use of them.
Here, I've looked at some of the UK's hotel chains to see who is using reviews and, if so, are they doing it well.
As technology has advanced, so has the online marketer’s ability to shape website utility and brand perceptions.
Product recommendation engines were the first real move away from a one size fits-all website, but it wasn’t until the introduction of A/B testing that ecommerce professionals started to look at personalisation as more than just algorithmic product curation.
Ecommerce is graduating into a new phase of personalisation where customer segmentation capabilities and the ability to serve targeted content in real-time are a viable reality for most online businesses.
The bricks-and-mortar store is no longer the only place the customer can see the personal face of the business as personalisation bridges the gap between the clicks and the bricks.
This guide aims to identify some effective personalisation tactics that ecommerce businesses can implement to improve the customer experience and drive conversions.
One of the most important areas to invest time into is developing the persuasive layer of your online experience and deliver more reasons for your visitors to do what you want them to do.
In fact, I see persuasion as being one of the next big battlegrounds online.
As more websites are upping their game around the fundamentals of good user experience and usability principles they’re looking for the next area of growth and to gain competitive advantage.
One brand I’ve paid particular attention to since 2009 has been Booking.com. I previously wrote a piece back in October 2011 about the wide range of persuasive techniques used on its search results page.
Since then Booking.com has continually evolved and refined its online experience, adding in new features, functionality and in particular using even more persuasive techniques.
In this article, which is the first in a series, I’ve highlighted many of these newer features and provided tips and advice on how to apply these techniques to your business.
Creating urgency with your users is a very powerful way to drive conversion rates.
As website technologies advance we are finding more creative ways to instil this urgency and drive sales, here are just a few.