@alicehan7777 | @zapposlabs
Social Commerce
why is it so hard?
Alice Han, UX Designer / Product Lead
@alicehan7777 | @zapposlabs
About Me
Alice Han (@alicehan7777)
UX Designer / Product Lead at Zappos Labs
Ice Hockey player...
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
Facebook Stores
“We just didn’t get the return on investment we needed from the Facebook
marke...
@alicehan7777 | @zapposlabs
Facebook impact
In September 2010, 1.9% of traffic to Burberry’s
website came from Facebook
A ...
@alicehan7777 | @zapposlabs
Is Social just for marketing?
Can we bring social to our sites?
Can we help our customers shop...
@alicehan7777 | @zapposlabs
What has Zappos Labs tried?
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
Shares are still a very small % of total orders
Customers love sharing on Pinterest and Facebo...
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
50/50 AB test
3% of people clicked on tab
Those 3% performed well!
But just having the tab the...
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
It’s hard for a brand to inject themselves between
you and your friends
Value needs to be extr...
@alicehan7777 | @zapposlabs
Who is contributing to the evolution of social commerce
@alicehan7777 | @zapposlabs
Social gift giving
@alicehan7777 | @zapposlabs
Poshmark
@alicehan7777 | @zapposlabs
Soldsie
A hat sale drummed up 100 “sold” comments and 459 “likes” in 24
hours
100,000 users, $...
@alicehan7777 | @zapposlabs
How?
Treat social commerce as R&D
Create a culture of experimentation
Measure carefully
Learn ...
@alicehan7777 | @zapposlabs
thank you
(to those who didn’t nod off)
ahan@zappos.com
@alicehan7777
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Zappos at DRS: Why is Social Commerce So Hard? How Zappos is Navigating Social

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Social media, while great for formalizing the user fan base, doesn't necessarily help translate "likes" into purchases. How can retailers better leverage the opportunities presented by social into sales? Learn about Zappos' approach to creating social media experiences that encourage loyalty and customer follow through.

Speaker: Alice Han, ux designer/product lead, Zappos

Published in: Technology, Business
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Zappos at DRS: Why is Social Commerce So Hard? How Zappos is Navigating Social

  1. 1. @alicehan7777 | @zapposlabs Social Commerce why is it so hard? Alice Han, UX Designer / Product Lead
  2. 2. @alicehan7777 | @zapposlabs About Me Alice Han (@alicehan7777) UX Designer / Product Lead at Zappos Labs Ice Hockey player Undefeated at Dr. Mario
  3. 3. @alicehan7777 | @zapposlabs
  4. 4. @alicehan7777 | @zapposlabs
  5. 5. @alicehan7777 | @zapposlabs Facebook Stores “We just didn’t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly” “For us, it’s been a way we communicate with customers on deals, not a place to sell.” - Ashley Sheetz, VP of marketing and strategy at GameStop
  6. 6. @alicehan7777 | @zapposlabs Facebook impact In September 2010, 1.9% of traffic to Burberry’s website came from Facebook A year later, 29.1% of site traffic was from Facebook Using Facebook as a platform to drive traffic at a fraction of the cost of what they’d pay on Google
  7. 7. @alicehan7777 | @zapposlabs Is Social just for marketing? Can we bring social to our sites? Can we help our customers shop with their friends?
  8. 8. @alicehan7777 | @zapposlabs What has Zappos Labs tried?
  9. 9. @alicehan7777 | @zapposlabs
  10. 10. @alicehan7777 | @zapposlabs Shares are still a very small % of total orders Customers love sharing on Pinterest and Facebook Not many customers tweet, but tweets get clicked on the most Great place to start What we saw
  11. 11. @alicehan7777 | @zapposlabs
  12. 12. @alicehan7777 | @zapposlabs 50/50 AB test 3% of people clicked on tab Those 3% performed well! But just having the tab there brought down the entire group What we saw
  13. 13. @alicehan7777 | @zapposlabs
  14. 14. @alicehan7777 | @zapposlabs
  15. 15. @alicehan7777 | @zapposlabs It’s hard for a brand to inject themselves between you and your friends Value needs to be extremely high What we saw
  16. 16. @alicehan7777 | @zapposlabs Who is contributing to the evolution of social commerce
  17. 17. @alicehan7777 | @zapposlabs Social gift giving
  18. 18. @alicehan7777 | @zapposlabs Poshmark
  19. 19. @alicehan7777 | @zapposlabs Soldsie A hat sale drummed up 100 “sold” comments and 459 “likes” in 24 hours 100,000 users, $1,000,000/month
  20. 20. @alicehan7777 | @zapposlabs How? Treat social commerce as R&D Create a culture of experimentation Measure carefully Learn quickly & iterate
  21. 21. @alicehan7777 | @zapposlabs thank you (to those who didn’t nod off) ahan@zappos.com @alicehan7777

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