Apra: social commerce
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Vendere social, l'email marketing ormai è da rottamare. Sarà vero? Qualche riflessione basata sui report di Monetate, ComCast, Gartner e blog.tagliaerbe.com
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Apra: social commerce
- 1. Social Commerce Fabriano, 17 Luglio 2014 Filippo Maria Del Prete
- 2. Add to cart by referrer
- 5. Ma allora….???? La cara vecchia e snobbata email funziona molto di più dei social? Gartner però dice che nel 2015 le vendite per le aziende saranno generate a partire dai social per oltre il 50%
- 7. Cosa ne ricaviamo? che il posizionamento nei motori, e di conseguenza la SEO, è indispensabile per vendere I social non generano conversioni dirette, ma sono la base ideale da cui poi generare: il 74% dei consumatori si affida alle reti sociali per acquistare, il 62% legge i commenti lasciati dagli amici, ecc.)
- 8. Gli italiani Quando viene chiesto di valutare cosa influenza positivamente il completamento di un acquisto o di una transazione, l’italiano ha risposto così: • risposta rapida a una email (25%) • buona sezione di FAQ sul sito web (24%) • telefonata con l’azienda (15%) • recensioni ad opera di altri utenti sui social media (14%) Rispetto al resto degli europei, gli italiani han mostrato di non lasciarsi influenzare troppo dalle recensioni e dalle valutazioni di altri utenti: una recensione negativa costituisce un deterrente solo per il 14% degli italiani intervistati, contro il 20% della media degli europei.
- 9. Ma allora i social???
- 10. Gli utenti ecommerce stanno cambiando da browser a buyers
- 11. Trend: visual web siti ricchi di immagini come Pinterest, Instagram, Polyvore e ovviamente Facebook
- 12. Average Order Value by Social Network
- 13. Revenue per Session by Social Network
- 14. In altre parole Quando le persone seguono i brand sui siti visual centric e fanno click su un link, la probabilità che ci sia l’intenzione di fare un acquisto è più alta.
- 15. Quindi il traffico cala e i KPI di acquisto aumentano, ma perché? Approfondendo l’analisi di Monetate ci sono 2 risultati. • Prospettiva device: vincono i device Tradizionali • Prospettiva canale: vince Atlas Solution di Facebook
- 16. Quindi il profilo del compratore ideale è… Un utente Apple sia desktop che laptop che fa click su un banner pubblicitario di Atlas Solution (facebook).
- 17. Nazioni differenti, clienti differenti In Inghilterra i trend globali si ripetono, con gli acquisti che partono dai desktop e dai laptop e iPad che arriva secondo. In Germania invece è l’iPhone al primo posto e gli altri device dietro.
- 18. Tips A voi l’interpretazione, ma se non si inizia a segmentare rispetto a questi parametri è ora di farlo. Trovare i punti di attrito nel “viaggio” del nostro compratore ed eliminarli.
- 19. Tips (2) Device: come viene usato? Canali: quelli usati sono ottimizzati per le vendite o per qualcos’altro? The whole picture: entrando nei dettagli si delineano personas sempre più vicine al vostro reale acquirente.
- 20. Gli acquisti non avvengono in un negozio (fisico che è sempre uguale) TESTING
- 21. Ogni giorno un miliardo di immagini condivise
- 22. Producete contenuti più condivisibili: oltre il 40% dei top brand mondiali non hanno ancora il “pin It” [incredibile] Occhi ai link morti (404)
- 23. Grazie 17 Luglio 2014 Filippo Maria Del Prete Fonti http://blog.tagliaerbe.com/2013/08/social-commerce-blomming.html http://blog.tagliaerbe.com/2012/10/social-media-acquisti.html http://searchengineland.com/search-dominates-social-when-shopping-online-47470 Report from Monetate: “Ecommerce Quarterly - EQ1 2014: Browsing by Another Name?”
Editor's Notes
- Basata sul report EQ1 2014 di Monetate
- Se i social non sono il mezzo migliore per portare ad una conversione diretta, generano comunque l’humus ideale: il 74% dei consumatori si affida infatti alle reti sociali per decidere cosa acquistare, il 62% legge i commenti lasciati dagli amici, il 75% di chi legge questi commenti clicca e va sul sito del retailer, e infine il 52% di chi ha cliccato acquista il prodotto (almeno secondo il Social Impact Study 2012 di Sociable Labs).
- http://www.gartner.com/newsroom/id/1826814
- Se i social non sono il mezzo migliore per portare ad una conversione diretta, generano comunque l’humus ideale: il 74% dei consumatori si affida infatti alle reti sociali per decidere cosa acquistare, il 62% legge i commenti lasciati dagli amici, il 75% di chi legge questi commenti clicca e va sul sito del retailer, e infine il 52% di chi ha cliccato acquista il prodotto (almeno secondo il Social Impact Study 2012 di Sociable Labs). Fonte della tabella: http://searchengineland.com/search-dominates-social-when-shopping-online-47470 Occhio che è un po’ datata
- Ai primi 3 posti della tabella ci sono infatti voci riguardanti la visita di siti web e la ricerca sui motori, cose legate a doppio filo (=ricerca e successivo click sui siti che si trovano in vetta sono infatti i 2 lati della stessa medaglia). Quindi, allargando il discorso, anche una recensione su un blog ben posizionato potrebbe aiutare un ecommerce (benché nel sondaggio la voce “read blogs” cubi solo per l’1-2%). Se i social non sono il mezzo migliore per portare ad una conversione diretta, generano comunque l’humus ideale: il 74% dei consumatori si affida infatti alle reti sociali per decidere cosa acquistare, il 62% legge i commenti lasciati dagli amici, il 75% di chi legge questi commenti clicca e va sul sito del retailer, e infine il 52% di chi ha cliccato acquista il prodotto (almeno secondo il Social Impact Study 2012 di Sociable Labs). Fonte: http://blog.tagliaerbe.com/2013/08/social-commerce-blomming.html
- E nonostante si continui a pensare che i consumatori abbiano in odio lo spam, il sondaggio rivela che quando si tratta di ricevere offerte via mail il 65% degli italiani accoglierebbe con favore un’offerta omaggio (contro il 61% del resto degli europei) e il 68% un “premio fedeltà” (contro il 59%). Fonte: http://blog.tagliaerbe.com/2012/10/social-media-acquisti.html
- After all, year-over-year raw traffic numbers for search, social and advertising are down 10%, 39% and 41%, respectively, with year-overyear shares of referring traffic for social and advertising down, too. But traffic KPIs only tell part of the story. Despite declining traffic, those channels—in total—are making companies more money today than they were a year ago. Revenue attributed to social traffic is up more than 11% between Q1 2013 and Q1 2014, for example, with revenues per session and AOVs following suit. Search is trending in a similar fashion. All of this raises the following question: Are customers replacing their traditional on-site browsing habits with off-site browsing habits? The answer appears to be yes.
- In other words, when people follow brands on visual-centric sites and click through a link, they’re more likely to do so with the intent to buy.
- In other words, when people follow brands on visual-centric sites and click through a link, they’re more likely to do so with the intent to buy.
- Across the board, on-site KPIs are trending away from browsing activity and toward buying activity. On a year-over-year basis, traffic is down 17%, page views are down 23%, and average pages viewed per visit are down 7%. Bounce rates, meanwhile, are up 7%. On the flip side, buying KPIs are seeing strong year-over-year growth: conversion rates are up 11%, revenue is up 22%, revenue per session is up 47% (from $3.88 to $5.72) and average order value is up 33% (from $141.20 to $187.57). That’s significantly more success off significantly less traffic. Good news, yes, but what’s driving that change? To get to the bottom of that question, we dug deeper into our data and identified those channels and devices that have the highest likelihood of delivering a laser-focused buyer (or a visitor whose sole intention is buying a specific product) to your site. Here are the results: • From a global device perspective, it’s traditional. On the whole, traditional desktop and laptops still reign supreme when it comes to this measurement of purchase intent. The iPad and Google’s Chromebook, notably, aren’t far behind. But other devices, such as Android tablets, iPhones, and Android phones are lagging. • From a global channel perspective, it’s Facebook-owned Atlas Solutions. The ad serving platform outpaces the other advertising services we monitored, as well as search and social channels. Interestingly, there was a good amount of parity among search engines in this regard, while social swung wildly. Facebook was the most efficient sales channel, Twitter the least. On the whole, EQ data shows the most laser-focused buyer is an Apple desktop or laptop customer who clicks through an Atlas Solutions ad.
- Across the board, on-site KPIs are trending away from browsing activity and toward buying activity. On a year-over-year basis, traffic is down 17%, page views are down 23%, and average pages viewed per visit are down 7%. Bounce rates, meanwhile, are up 7%. On the flip side, buying KPIs are seeing strong year-over-year growth: conversion rates are up 11%, revenue is up 22%, revenue per session is up 47% (from $3.88 to $5.72) and average order value is up 33% (from $141.20 to $187.57). That’s significantly more success off significantly less traffic. Good news, yes, but what’s driving that change? To get to the bottom of that question, we dug deeper into our data and identified those channels and devices that have the highest likelihood of delivering a laser-focused buyer (or a visitor whose sole intention is buying a specific product) to your site. Here are the results: • From a global device perspective, it’s traditional. On the whole, traditional desktop and laptops still reign supreme when it comes to this measurement of purchase intent. The iPad and Google’s Chromebook, notably, aren’t far behind. But other devices, such as Android tablets, iPhones, and Android phones are lagging. • From a global channel perspective, it’s Facebook-owned Atlas Solutions. The ad serving platform outpaces the other advertising services we monitored, as well as search and social channels. Interestingly, there was a good amount of parity among search engines in this regard, while social swung wildly. Facebook was the most efficient sales channel, Twitter the least. On the whole, EQ data shows the most laser-focused buyer is an Apple desktop or laptop customer who clicks through an Atlas Solutions ad.
- What do laser-focused buyers look like in other countries? In the UK, global trends repeated themselves. Customers were most focused on buying while on desktops and laptops, with iPads coming in second. In Germany, however, it was the iPhone user who was the most laser-focused buyer, with desktop and laptop users trailing. Of additional note: German customers tended to have less friction in their buying process than the UK.
- What do laser-focused buyers look like in other countries? In the UK, global trends repeated themselves. Customers were most focused on buying while on desktops and laptops, with iPads coming in second. In Germany, however, it was the iPhone user who was the most laser-focused buyer, with desktop and laptop users trailing. Of additional note: German customers tended to have less friction in their buying process than the UK.
- What these isolated data points mean is up to you. But if you’re not segmenting by these parameters, you need to start. Then, find the friction in your buyers’ journeys and start eliminating it. As you do so, consider the following: • Device: How does the buyer use it? Are you forcing him or her through a funnel that doesn’t make sense? • Channel: Are the channels you’re using optimized for sales or something else? Adjust your strategy—and your KPIs—to better define what your success looks like. • The whole picture: If you dig deeper into the above, you can start shaping more meaningful personas by adding additional lenses to understand your customers. You’ll need to combine both series of questions listed in the bullets above, and more. Creating a fuller picture of your customers and their behaviors can help you eliminate more than abandoned carts. Doing so can also help you eliminate distractions early in a buying path. Optimization is the name of the game here.
- When all purchases were made in a physical store, understanding customer needs was relatively easy—there was always a sales representative available to initiate a conversation with confused shoppers. Catalog sales and early ecommerce sites complicated the situation, but the strategy was still relatively clear: browsing was intentional and occurred within a single context. Today, however, marketers and merchandisers don’t have it so easy. Thanks to widespread adoption of mobile and tablet devices, an explosion of communication and networking channels, and an increasingly fragmented media landscape, consumers can interact with a brand in dozens—even hundreds—of different ways. And often, these interactions occur across multiple devices simultaneously. This complex new environment poses obvious challenges for brands fighting to gain attention. A beautiful catalog spread could create a momentary pause as a reader flips pages in her living room. That same photography has a diminished effect when squeezed into the narrow well of a phone for a reader swiping through pages on her morning commute.
- Every day, roughly one billion images are shared across social networks. Naturally, image-centric platforms like Pinterest and Instagram are at the core of this visual revolution, and they are forever changing the way consumers discover products and interact with brands. Over the last year, consumers and brands alike have adopted both social channels at astonishing rates. In terms of purchasing power and engagement, Pinterest is now the second largest social commerce site, while on Instagram, session counts rose a staggering 234%. This shift away from historically text-reliant platforms like Facebook and Twitter is indicative of a new type of customer journey. Not only is the present day consumer driven by images but the path to purchase is beginning earlier and ending later than ever before. Consumers, for instance, are using Pinterest to save product photos from ecommerce sites before buying, demonstrating a heightened intent to purchase. To capture this behavior, brands should be optimizing their websites for sharing as well as Pinterest-related referral traffic. After purchasing an item, customers are extending their journey on Instagram, sharing photos of products being used in the real world in a celebratory way. The brands that merely sit back and watch are missing out on an opportunity. Instead, they should be displaying these photos by adding them to product pages, a simple tactic that can inspire website visitors and encourage even more brand celebration. In order to engage and encourage consumers at both ends of the spectrum, brands need to shift their focus away from their social profiles and optimize the ecommerce experience first. By embracing this extended customer journey and leveraging present day social shopping behaviors, brands will be able to improve the customer experience while driving increased levels of engagement and sales.
- Pinterest Success Starts With Your .Com, Not Your Profile Curalate found that nearly 80% of brand engagements on Pinterest happen organically, outside of official brand accounts. To effectively leverage this growing trend, brands need to prioritize the ecommerce experience. Here’s how: • Make content more shareable. Adding “Pin It” buttons alongside images makes products easier to share. Seems straightforward enough, right? But believe it or not, 40% of the top 100 brands in the IR 500 still don’t have this element on product pages. Don’t be one of them. • Deal with your dead links. According to Monetate, at 56%, Pinterest has the highest bounce rate of any social network. The reason? Popular pins usually stay that way, extending the shelf life of highly pinnable products (even if they are no longer available online). This can result in a poor user experience, as Pinterest visitors are sent to 404 pages, redirected to a homepage or teased with a product that’s sold out. To address this, make sure that your marketing and ecommerce teams work together to identify dead links and offer a solution. Redirect potential buyers to similar items, or capture email addresses to notify users when the product is back in stock. Learn from popular keywords. “Pin It” buttons can organically increase engagement with your products. But it’s not just about what products consumers are pinning; you’ll also want to pay attention to how your products are being described when pinned. Tools like Curalate can help surface the keywords consumers most frequently use to describe your merchandise. Use this information to inform your on-site descriptions, helping you to better speak your customers’ language.