Trusted Social Commerce Increases Conversion


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Consumers engage more with retailers and brands that they trust. In this third of four presentations, you will learn what trust features you can add to your Social Commerce experience that will increase your conversion rates and your average order value.

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Trusted Social Commerce Increases Conversion

  1. 1. Make Your Social CommerceExperience More TrustworthyPart 3: Increase Trust, Improve Conversion
  2. 2. Consumer Trust in Brands has Eroded Trust Percentage of trustworthy is an essential brands ingredient of Social Commerce. 52% But trust in brands has 22% fallen precipitously in the last decade. 1997 2008 Young & Rubicam BrandAsset Valuator © Demand Media 2013 All rights reserved 2
  3. 3. Consumers Primarily Trust Those They KnowNielsen asked 28,000consumers about Trust andSocial Commerce Trust completely/ Don’t trust much/ somewhat at all Recommendations from people I know 92% 8% Consumer opinions posted online 70% 30%Editorial content e.g., newspaper article 58% 42% Branded websites 58% 42% Emails I signed up for 50% 50% Display ads 16% 84% Mobile text ads 15% 85% Nielsen, 2012 © Demand Media 2013 All rights reserved 3
  4. 4. 5 Factors that Influence Your Social Trustability IDENTITY OWNERSHIP When participants are encouraged to use ATTRIBUTES Verified product When product reviewers ownership is critical as their real names, the and others are identified consumers are diving trustability of the with structured attributes deep into features and social experience or characteristics, their experiences goes up relevancy and trustability grows RELATIONSHIP EXPERIENCE When it’s easy for Demonstrated product, participants to see category and skill how they are experience on the part connected they can of content contributors find trustworthy, is often even more personally relevant important to consumers information © Demand Media 2013 All rights reserved 4
  5. 5. Trust is Important at Every Stage 1 TRAFFIC ENGAGEMENT 2 New consumers are more Trust that comes from attracted to your brand by consuming useful content in trusted connections and the company of likeminded content people creates emotional bonds TRUST 4 LOYALTY CONVERSION 3 Rewarding contributors who Direct and detailed product are credible and helpful experiences, tied to known, surfaces your most trustworthy credible sources, inspire customers more and bigger transactions © Demand Media 2013 All rights reserved 5
  6. 6. Conversion: Customer TransactionsConversion is the ultimate payofffor your Social CommerceinvestmentsSuccessful Social Commerceaccelerates rates of purchase andboosts your AOVTrust gives consumers theconfidence to do business with youCertain Social Commerce featurescan influence the trustworthiness ofyour shopping experience © Demand Media 2013 All rights reserved 6
  7. 7. Category Discussions InformProvide a place for consumers andstaff to talk about productcategories, features, selection andusage, and you end up withcontent that offers both SEO andeducational valueMore consumers will find youAnd your brand becomes morecredible and authoritative Whole Foods uses Forums to involve customers in discussions of dietary and nutrition issues, by food product © Demand Media 2013 All rights reserved 7
  8. 8. Product Reviews Influence PurchasesProduct Reviews serve up otherconsumers’ experiences with aproduct under considerationReviews are more trustworthywhen they can be filtered bycontributor type and when theydeliver feedback on particularproduct attributes Redbox injects Trust into its movie reviews by allowing shoppers to filter for Friends’ or Featured Reviewers’ contributions © Demand Media 2013 All rights reserved 8
  9. 9. Feature Answers Reassure ConsumersSurrounding your productswith Q&A experiences letsshoppers gain confidence fromexperienced customers andsubject matter in your productfeaturesYour Staff should ensure thatresponses are timely andaccurate. UK home improvement chain Homebase lets customers and staff respond to gardening product questions © Demand Media 2013 All rights reserved 9
  10. 10. Customer Experiences are Real StoriesCustomers’ project journals,enhanced with photos and videos,are a great source of genuine,trustworthy, product informationBlogs are a ideal platform forCustomer Experiences In Black & Decker’s Step By Step series, do-it- yourselfers share illustrated details of their home improvement projects and the tools they used © Demand Media 2013 All rights reserved 10
  11. 11. Gamification Motivates InfluencersPoints and Badges captureconsumers’ participation,credibility andtrustworthinessLeader Boards can showcaseinfluencers and respectedcontributorsPublic display of theseachievements builds Trust inyour Social Commerceexperience SHOP.CA rewards consumer purchases, but also offsite word-of-mouth marketing and return visits and purchases that result © Demand Media 2013 All rights reserved 11
  12. 12. Social Commerce, Trust and ConversionConsumers demand Trust in Conversion is the ultimate goal oftheir Social Commerce e-Commerceexperiences You can accelerate andTrust influences every stage of increase conversions usingthe Social Commerce cycle • Category DiscussionsYou can takes steps that build • Product ReviewsTrust into your Social Commerceexperience • Feature Answers • Customer Experiences • Gamification © Demand Media 2013 All rights reserved 12
  13. 13. About PluckIntegrated customer interaction platformDistinguished by its breadth of featuresand versatility, with product reviewsand much moreUsed by 600+ retailers and brandsEnables them to• grow their audience• accelerate product sales, and• ensure customer delight © Demand Media 2013 All rights reserved 13
  14. 14. Pluck is the Choice of Market Leaders © Demand Media 2013 All rights reserved 14
  15. 15. This Presentation is Part of a SeriesLook in SlideShare for the other presentations in Pluck’sTrusted Social Commerce series:Trusted Social Commerce Attracts More TrafficTrusted Social Commerce Fosters EngagementTrusted Social Commerce Produces Loyalty © Demand Media 2013 All rights reserved 15
  16. 16. To Learn More… (+1) 512 457 5220 © Demand Media 2013 All rights reserved 16