trusted social commerce increases conversion

Make Your Social Commerce Experience More Trustworthy

Part 3: Increase Trust, Improve Conversion

2

Consumer Trust in Brands has Eroded

52%

22%

1997 2008 Young & Rubicam BrandAsset Valuator

Trust is an essential ingredient of Social Commerce. But trust in brands has fallen precipitously in the last decade.

Percentage of trustworthy

brands

© Demand Media 2013 All rights reserved

3

Consumers Primarily Trust Those They Know

Nielsen asked 28,000 consumers about Trust and Social Commerce

Nielsen, 2012

92% 8% 70% 30%

58% 42% 58% 42%

50% 50% 16% 84% 15% 85%

Recommendations from people I know

Consumer opinions posted online

Editorial content e.g., newspaper article

Branded websites

Emails I signed up for

Display ads

Mobile text ads

Trust completely/ somewhat

Don’t trust much/ at all


5 Factors that Influence Your Social Trustability

4

IDENTITY When participants are

encouraged to use their real names, the

trustability of the social experience

goes up

OWNERSHIP Verified product

ownership is critical as consumers are diving deep into features and

experiences

ATTRIBUTES When product reviewers and others are identified with structured attributes or characteristics, their

relevancy and trustability grows

RELATIONSHIP When it’s easy for participants to see

how they are connected they can

find trustworthy, personally relevant

information

EXPERIENCE Demonstrated product,

category and skill experience on the part of content contributors

is often even more important to consumers


Trust is Important at Every Stage

5

1

TRUST

New consumers are more attracted to your brand by trusted connections and content

Rewarding contributors who are credible and helpful surfaces your most trustworthy customers

TRAFFIC

4 LOYALTY

2

Trust that comes from consuming useful content in the company of likeminded people creates emotional bonds

Direct and detailed product experiences, tied to known, credible sources, inspire more and bigger transactions

ENGAGEMENT

3 CONVERSION


Conversion: Customer Transactions

6

Conversion is the ultimate payoff for your Social Commerce investments

Successful Social Commerce accelerates rates of purchase and boosts your AOV

Trust gives consumers the confidence to do business with you

Certain Social Commerce features can influence the trustworthiness of your shopping experience


Category Discussions Inform

7

Provide a place for consumers and staff to talk about product categories, features, selection and usage, and you end up with content that offers both SEO and educational value

More consumers will find you

And your brand becomes more credible and authoritative

Whole Foods uses Forums to involve customers in discussions of dietary and nutrition issues, by food product


Product Reviews Influence Purchases

8

Product Reviews serve up other consumers’ experiences with a product under consideration

Reviews are more trustworthy when they can be filtered by contributor type and when they deliver feedback on particular product attributes

Redbox injects Trust into its movie reviews by allowing shoppers to filter for Friends’ or Featured Reviewers’ contributions


Feature Answers Reassure Consumers

9

Surrounding your products with Q&A experiences lets shoppers gain confidence from experienced customers and subject matter in your product features

Your Staff should ensure that responses are timely and accurate.

UK home improvement chain Homebase lets customers and staff respond to gardening product questions


Customer Experiences are Real Stories

10

Customers’ project journals, enhanced with photos and videos, are a great source of genuine, trustworthy, product information

Blogs are a ideal platform for Customer 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


Gamification Motivates Influencers

11

Points and Badges capture consumers’ participation, credibility and trustworthiness

Leader Boards can showcase influencers and respected contributors

Public display of these achievements builds Trust in your Social Commerce experience SHOP.CA rewards consumer purchases,

but also offsite word-of-mouth marketing and return visits and purchases that result


Social Commerce, Trust and Conversion

12

Consumers demand Trust in their Social Commerce experiences

Trust influences every stage of the Social Commerce cycle

You can takes steps that build Trust into your Social Commerce experience

Conversion is the ultimate goal of e-Commerce

You can accelerate and increase conversions using

• Category Discussions

• Product Reviews

• Feature Answers

• Customer Experiences

• Gamification


Integrated customer interaction platform Distinguished by its breadth of features and versatility, with product reviews and much more Used by 600+ retailers and brands Enables them to • grow their audience • accelerate product sales, and • ensure customer delight

About Pluck

13 © Demand Media 2013 All rights reserved

14

Pluck is the Choice of Market Leaders


15

This Presentation is Part of a Series


Look in SlideShare for the other presentations in Pluck’s

Trusted Social Commerce series: Trusted Social Commerce Attracts More Traffic

Trusted Social Commerce Fosters Engagement

Trusted Social Commerce Produces Loyalty

trusted social commerce increases conversion

Technology

consumer trust

food product demand

emotional bonds trust

dont trust muchsomewhat

trust percentage oftrustworthy

trust andsocial commercetrust

social commerceexperience

consumers theconfidence