SOCIAL PROOF to drive online sales and engagement

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1 How to leverage SOCIAL PROOF to drive online sales and engagement Why are we waiting in line? Whatever it is, it must be good! 2

2 Fresh Relevance Fresh Relevance is a Real-time Marketing Hub. We increase sales for online retailers with personalized customer experiences and real-time marketing. Customer Experience ecommerce Service Provider Marketing Database CRM System 2

3 What is Social Proof? Social Proof is a psychological phenomenon where people reference the behavior of others to guide their own behavior. This tendency is driven by our natural desire to behave correctly under most circumstances whether making a purchase, deciding where to dine, determining where we should go, what we say, who we say it to, and so on - Nielsen Norman Group. Social Proof is a great technique used to turn visitors into conversions, regardless of what the conversion is; it could be making a purchase or moving them along the customer journey. Put simply, when people see others taking an action and benefiting from it, they too will tend to take the same action. Similarly, people tend to trust information from unbiased shoppers. By showing visitors that other people, just like them, have recently enjoyed the same product, you re giving them Social Proof that the product or service you re providing is worthwhile. Reviews are one of the most powerful forms of Social Proof, a great example being Amazon; the products with the highest reviews perform the best. It s for this reason alone that every decent ecommerce site will have review filtering, however, this is just one of many forms of Social Proof. Consistency Desire to be consistent with what we have already said/done Reciprocity Desire to give back to somebody that gave you something Similarity Tendency to like similar others INFLUENCE Authority Desire to follow the expert Scarcity Desire to have things that are rare Consensus Desire to follow the lead of others 2

4 Social Proof Widgets When most marketers think of Social Proof, they generally think about widgets deployed on product level pages of ecommerce sites that show how often a product has been purchased or browsed in a certain time frame. This is indeed a type of Social Proof and can be a very powerful way of encouraging action, with the underlying message being other people like this product. In this example the client has used wording to frame the Social Proof widget with their brand s tone of voice. 3

5 Product Level Influence on Web Pages Combing a Social Proof widget with stock levels is a very powerful technique to drive conversion, especially where stock is finite. The underlying message being there aren t many left and lots of other are interested. FREE STANDARD DELIVERY ON ALL ORDERS OVER 50 + FREE UK RETURNS / Sign In Ella 12 HOME TOPS DRESSES TROUSERS SHOES ACCESSORIES SALE Home / Accessories / Hats Summer Hat 28 Made from 100% woven paper with red ribbon and a beautiful yellow flower decoration. This lightweight summer beach hat will add the final touch to any of your summer outfits. Quantity: 1 HURRY, ONLY A FEW LEFT! Add to Cart 4

6 Ella View in browser HOME TOPS DRESSES TROUSERS SHOES ACCESSORIES SALE Product Level Social Proof in s Trend Alert BEAUTIFUL BLUE SHOP NOW In the same way that Social Proof widgets can influence onsite behavior, the same effect can be leveraged inside s that contain product information. In this case the content is utilizing a social proof widget that is displaying real-time information about how that product is being engaged with on the website. This is a great way to increase engagement with the driving higher click throughs. 10 purchased recently 37 purchased recently 13 purchased recently 19 purchased recently 25 purchased recently 26 purchased recently 8 purchased recently FREE STANDARD DELIVERY ON ALL ORDERS OVER 50 You are receiving this as you have registered with EllaFashion.co.uk. If you no longer want to receive s or have received our in error, you can unsubscribe here. Copyright 2016 Ella Fashion. All rights reserved. 5

7 Social Proof Recommendations on the Web Product recommendations have been a proven way to help customers find items to purchase, and also upsell products that complement a chosen product. Adding Social Proof can further increase the response to product recommendations Home / Dresses / Summer Dresses White Strappy Summer Dress Beautiful mini length white strappy dress. Casual fit, perfect for warm summer days. 45 Size Quantity 1 Add to Cart People who bought this also bought... Short Blue Flower Strappy Summer Dress Black and Grey Patterned Prom Dress Blue and White Strippy Summer Dress 3/4 Sleeve Fitted White Dress

8 Ella View in browser HOME TOPS DRESSES TROUSERS SHOES ACCESSORIES SALE Social Influence Recommendations in Marketing s Personalized product recommendations in s have generally been slightly harder to implement as they are not based on a product someone is looking at. They need to answer the question what are the most relevant products to show an individual at any given moment? (Fresh Relevance does this very well let us know if you want to discuss how this works). In this example you can see Social Proof being used in product recommendations in a bulk yet personalized marketing . YOUR MONTHLY NEWSLETTER Black Summer Hat Short Black Strapless Prom Dress 55 Other Customers Like You Love... SALE up to 80% off SHOP NOW Products Selected Just For You White and Blue Striped Dress 32 Beige Trenchcoat 45 Large Knitted Scarf Grey Summer Hat 20 SHOP SUMMER Summer Flower Shirt 24 Purple Shirt 22 FREE STANDARD DELIVERY ON ALL ORDERS OVER 50 You are receiving this as you have registered with EllaFashion.co.uk. If you no longer want to receive s or have received our in error, you can unsubscribe here. Copyright 2016 Ella Fashion. All rights reserved. 7

9 Trending Products Feeds Another type of Social Proof is created with the same logic used to create a type of product recommendation. Crowd sourced data can be used to selectively serve products that are trending. This can be used as an alternative or in conjunction with Social Proof widgets. They can be further refined by adding individual behavior. Below is an example of a trending product feed that is filtered by an individual s most browsed category. FREE STANDARD DELIVERY ON ALL ORDERS OVER 50 + FREE UK RETURNS Register / Sign In Ella 30 (1 item) HOME TOPS DRESSES TROUSERS SHOES ACCESSORIES SALE FINAL REDUCTIONS END OF SUMMER CLEARANCE SHOP NOW Most Popular Summer Dresses Short Blue Flower Strappy Summer Dress 38 White Strappy Summer Dress 45 Black Bodycon Dress 40 White and Black Patterned Shirt Dress 32 8

10 Ella View in browser HOME TOPS DRESSES TROUSERS SHOES ACCESSORIES SALE Trending Products s The concept of Social Proof product feeds is entirely what a trending product is based on. It leverages two influencing factors to create a compelling that in many cases is the best performing a retailer sends. The two factors are: 1) The wisdom of the crowd (social influence) i.e. what others are buying White Patterened Off Shoulder Top 22 Today s Most Popular Products In Tops Yellow Strappy T-Shirt 10 TOP TRENDS This Weeks Best Sellers SHOP NOW White Blouse 18 Yellow Long Sleeved Blouse 24 2) Real time relevance i.e. what people are buying NOW Orange Leopard Print Shoes 40 Beige Trenchcoat 45 Silver Designer Sunglasses 36 Navy Fashion Pleated Mini Skirt 14 FREE STANDARD DELIVERY ON ALL ORDERS OVER 50 You are receiving this as you have registered with EllaFashion.co.uk. If you no longer want to receive s or have received our in error, you can unsubscribe here. Copyright 2016 Ella Fashion. All rights reserved. 9

11 Ella View in browser Social Influence Recommendations in Triggered s Hi Phoebe! Hello Lily! We noticed you ve been browsing our beautiful dresses. FORGOT SOMETHING? There s plenty more where they came from! RETURN TO CART SHOP NOW We noticed you left some items in your shopping cart. We ve saved them for you so you can come back and complete your purchase! It s not just bulk marketing s that benefit from Social Proof elements. Triggered s can also be improved with this type of compelling content. Here is an example of a cart abandonment that shows product recommendations that complement the abandoned products, including Social Proof data to increase engagement. The Ella Fashion Team Short Black Strapless Prom Dress 55 x1 CONTINUE SHOPPING CHECKOUT People who bought this also bought... White and Blue Striped Dress 32 White and Black Patterned Shirt Dress 32 Black and Grey Patterned Prom Dress 40 Black Bodycon Dress 40 FREE STANDARD DELIVERY ON ALL ORDERS OVER 50 You are receiving this as you have registered with EllaFashion.co.uk. If you no longer want to receive s or have received our in error, you can unsubscribe here. Copyright 2016 Ella Fashion. All rights reserved. 10

12 Site Navigation Social Proof product feeds don t just have to sit in product pages, they can be used to great effect when included in site navigation. This can help with navigation from the home page that encourages rapid engagement with products. Here is an example of crowd sourced recommendations built into site navigation. FREE STANDARD DELIVERY ON ALL ORDERS OVER 50 + FREE UK RETURNS Register / Sign In Ella 115 (2 items) HOME TOPS DRESSES TROUSERS SHOES ACCESSORIES SALE Best Selling in Dresses CATEGORIES PRICE RANGE Trend Alert Hello Lily! We noticed you ve been browsing our beautiful dresses. Party Dresses Day Dresses BEAUTIFUL Long Salmon BLUE Summer Dresses There s plenty more Short Black where they came from! Elegant Evening Dress 60 Strapless Prom Dress 55 SHOP NOW SHOP NOW Short Dresses Midi Dresses Maxi Dresses Under Prom Dresses 100+ This Week s Top Trending Products 11

13 Blending Social Proof and Behavior The techniques covered here do not need to exist in isolation. They can be blended to achieve specific objectives. A great example of behavior blended with Social Proof is shown below. In this case a product recommendation feed is showing a browser the best reviewed products in their most browsed category. This type of recommendation can be adapted to drive both initial conversion and cross sell to increase average order value. Top Products in Shoes Black High Heels 28 Orange Leopard Print Shoes 40 Brown Walking Boots 52 Great shoes, true to size and look really good! I love these shoes, the design and material used is amazing Super comfy boots, perfect for festivals VIEW NOW VIEW NOW VIEW NOW 12

14 Fresh Relevance Features Triggered s Social Proof Web Personalization Coupons Personalization Social Media Advertising Real-Time Images Real-Time Data Unify Siloed Systems And Much More! We hope that these Social Proof tactics have inspired you to think about how this very interesting phenomenon can be used to increase your own online revenue. The team at Fresh Relevance would be delighted to help you understand how you could specifically benefit from these marketing tactics. Lots of people are interested, don t miss out! Contact us now 13