Tag Archives: online shopping

Facebook Friends Share; Pinterest People Purchase

9 六月

Pinterest users are 79 percent more likely to purchase items they see pinned on the site compared to the purchasing behavior of Facebook users viewing items they’ve seen on the news feed or a friend’s wall, according to a new survey released from behavioral commerce company SteelHouse.

Thirty-three percent of Facebook users said they have purchased a product or service that they’ve seen in a Facebook ad, on the news feed or on a friend’s wall, compared to 59 percent of Pinterest users who have made a purchase based on an item they saw on the pinboarding site. However, Facebook remains consumers’ top choice for getting ideas on what products or services to purchase, according to the survey, and is also the preferred choice for social product sharing. More than one half of those surveyed said they regularly share their online purchases.

Fifty-five percent of shoppers prefer to share their purchases on Facebook, followed by Twitter (22 percent), Pinterest (14 percent), and Instagram (5 percent). LinkedIn bottomed the list with only 3 percent of respondents using it to socially share purchases.

When asked about mobile shopping, 43 percent of those surveyed said they have downloaded a retailer’s mobile app and primarily use the app to browse for items (32 percent), make purchases (22 percent), and earn discounts and deals (26 percent). When making purchases, though, close to one third of respondents said they prefer to make purchases from a retailer’s online store versus that retailer’s mobile app.

In addition to getting more social and mobile with shopping, 98 percent of shoppers say that online customer reviews have a major influence on their decision to purchase a product or service. Seventy-two percent of consumers said that they always read reviews before making a purchase, while 26 percent of consumers only sometimes read reviews before purchasing.

By: http://www.websitemagazine.com/content/blogs/posts/archive/2012/05/30/facebook-users-share-products-pinterest-users-purchase.aspx?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter

When reading product reviews, 83 percent of shoppers take both the star rating and written comments into consideration. Star ratings are particularly important, as half of all respondents said the lowest star rating they would accept when making a purchase is three stars on a five-star scale.

Beyond just checking out reviews, many respondents said they also write reviews. Sixty-eight percent of shoppers say they rate and review products on a regular basis. The top product categories they write reviews on are electronics (23 percent), DVDs/CDs/MP3s (14 percent), books and clothing (both 13 percent).

廣告

Facebook Promoted Posts: A Step-By-Step Guide

9 六月

Facebook has started rolling out Promoted Posts for Brand Pages, a new feature that allows businesses to pay for posts to be more predominantly displayed on news feeds.

Earlier this year, Facebook shared the statistic that a Brand Page’s content is only seen by 16% of the fans. Facebook’s slew of ad tools and these new Promoted Posts are geared to help businesses reach and engage more of their fan base.

A brand can now pay $5, $10, $15 or $20 to “get more people who like your Page to see this post.”

“Promoted posts help increase the people you reach for any eligible post. It’s an easy and fast way to reach more of the people that “like” your page and your friends,” says a Facebook spokesperson in an explanatory video.

Facebook users will see promoted posts labeled with “Sponsored” in the news feed (not in the right rail where Facebook ads live) both on desktop and mobile. Promoted Posts have the same targeting ability that regular posts do, so you can geotarget just to your company’s area to get the most bang for your buck.

We walked through the process of creating a Promoted Post and the insights that assess their efficacy, so check out the gallery below for the step-by-step guide. Will you use this tool, and do you think it’ll be more effective than Facebook Ads? Let us know in the comments.

10 Ways to Boost Sales on Your Ecommerce Website

9 六月

It’s fairly simple now to become an online entrepreneur, thanks to technology and social media. Making a profit, on the other hand, is not always simple. There are small details that could greatly affect how your business thrives on the Internet — you can’t just put up an ecommerce portal and expect customers to come rolling in.

Building the smartest (and most successful) business website requires a lot of consideration. Online retailers must balance web design and development with marketing practices to successfully drive sales.

To add to the balancing act, your website and business will benefit when you consider what your customer wants and needs. Most are looking for a simple, straightforward shopping experience. Think about it — when is the last time you felt that way in a mall? There’s a reason shoppers are flocking to the web for their commerce needs — everything is tailored to them.

We’ve gathered a few tips for a successful ecommerce platform in the gallery below, some of which were suggested by Sucharita Mulpurur, an analyst at Forrester, and Ben Zifkin, CEO of Hubba.

Whether you’re a small business owner or an online shopper — as a customer, what features do you appreciate when you’re purchasing something on the web? Share your thoughts in the comments.

Infographic: Top Performing Payment Gateway APIs – Is the Most Popular Gateway the Fastest?

22 五月

To anyone who’s shopped online lately, it’s no secret that more and more commerce is done via payment gateways such as PayPal, Authorize.netStripe.com and Checkout from Google. One of our largest customer segments is eCommerce and we happen to collect not only performance data about these customers’ custom apps, but we also report on the performance of their connections to payment gateways. And while we are agnostic about which payment solutions people use, we thought these customers might benefit from seeing just how well the top payment gateways are performing in the context of overall application performance. So we put together a graphic display that sheds some light on which gateways are the most popular and how they are performing within our customers’ app environments.

In a nutshell, according to the performance snapshot we took across our 21K accounts, the most popular gateway isn’t necessarily the fastest…

Google Mobile Playbook

1 五月

http://www.themobileplaybook.com/#/cover

Interest in Pinterest Reaches a Fever Pitch [INFOGRAPHIC]

1 五月

Could Pinterest be the silver bullet for retailers on social media?  Pinterest is clearly resonating with online consumers in a big way.  To put it simply, customers who find a product via Pinterest are more likely to purchase it than those who find the product via other social networks.

SEE ALSO: 10 Video Tips for Businesses on PinterestPinterest is hot. In fact, in March 2012 the site served up 2.3 billion page impressions to over 4 million unique visitors a day.

Who are these people? Why do Pinterest users respond so strongly to products that are pinned? This infographic from Tamba breaks down the stats, explaining why Pinterest is so powerful with its consumption-friendly audience.

By: http://mashable.com/2012/04/29/pinterest-interest/

支付產業聚焦 – 你知道 PayPal 怎麼賺錢嗎?

1 五月

發表於 <!––><!––> TechOrange

台灣網路以及 App 創業市場最近相當火紅,但是我自己覺得支付產業這個網路世界中的利潤高規模大的項目好像是大家相對不熟悉的一環,跟一些人聊過後我發現理由大都是因為金融相關東西容易讓人有距離感,因為金融產品都會跟法規有所牽扯相當麻煩,不然就是大家都習慣用現有的支付選擇,信用卡交易以及超商付款很安全很方便,何必去想什麼創新呢?但事實上支付產業在世界各地不斷地有著破壞式的創新,讓網路跟行動支付的風險更小成本更低,在科技使用發達的台灣絕對也有著不可小看的潛力;所以我決定開始一系列的文章介紹現在網路以及行動支付產業在全世界一些有名的案例,希望可以提供大家一些想法,待法規更趨成熟後能有更多創業的資源以及人才投入到這個領域!今天就讓我們從全球網路支付龍頭 – PayPal 開始吧!

相信大家都對於 PayPal 不陌生,用 PayPal 可以免除輸入信用卡號碼的麻煩,也可以避免信用卡資料外流的風險,但是大家知道 PayPal 到底是怎麼賺錢嗎?要解答這個問題錢,讓我們先看看金流是怎麼在這個平台上運作的,說穿了 PayPal 是一個結合了電子金流 (Payment Gateway) 以及電子錢包 (e-wallet) 的平台,電子金流連結了信用卡交易系統以及銀行清算系統,資金可以透過這兩個管道進到 PayPal 的銀行帳戶,不管你選擇先儲值在自己的帳戶中,還是將自己帳戶連結到一個信用卡號碼或者銀行帳戶,PayPal 最後都會把這筆金額轉換成電子貨幣的形式儲存在你的電子錢包裡。但是我們要記得當你使用信用卡交易的時候,銀行在把錢清算給 PayPal 時照樣會扣除一筆手續費,所以當你用信卡交易 100 元, PayPal 雖然在你帳戶顯示 100 元,但是實際上可能只收到了98 元;但是稍後當你把這 100 元拿去商家交易的時候,PayPal 若是跟商家收高於 2 元,那他就可以在這個過程中創造利潤,最後再扣掉壞帳損失 (例如帳戶被盜用等) 就會是它的毛利。下面我簡短介紹一下 PayPal 在這三個項目中做了哪些事情去增加它的毛利

1. 交易收入 (Take Rate):除了提高跟商家的收費以外,跨國交易所產生的手續費用以及外匯是另外一個很主要的收入來源,當全世界更多消費者以及商家加入 PayPal ,它就能夠創造更多跨國交易,這也是為什麼 PayPal 很積極地在國際上布局去創造網路效應,讓更多人用 PayPal 在全世界的網路商家都能消費。

2. 交易資金成本 (Transaction Expense):相對於信用卡交易,銀行轉帳其實是相對便宜的,所以你在各個國家都會發現 PayPal 很努力地在跟使用者推銷將 PayPal 帳號連接到銀行帳號,進而大幅降低它的交易資金成本,我自己在英國的 PayPal 帳戶就是直接連接到英國銀行帳戶,透過當地的即時清算系統 PayPal 可以在交易發生的同時間從我的銀行帳戶扣款, 一個 100 英鎊的交易成本瞬間從 1.25 英鎊降到 0.2 英鎊以下,直接就差了 1%。

3. 壞帳損失 (Loss Rate):大家也許不知道  PayPal 在剛起飛的時候,單月的壞帳金額曾經高達 100 萬美元, 創辦人 Max Levchin 當時傾全力針對交易資料做了側底分析後才打造了 PayPal 防盜以及防詐欺交易的系統,這套系統很少被提及,因為 PayPal 了解這個系統是一間支付公司能否成功的關鍵,所以他們盡可能不去洩漏任何關於他們在這各方面的知識以及經驗,也從來沒有申請專利,因為申請專利你就得把所有的資料公諸於世。

讓我們看一下PayPal Q1 2012 財報第 8 頁,你就可以看到這三個數字是 PayPal 商業模式中最重要的三個元素,也是他們每一季財報上的關鍵數字;PayPal 在過去五季中展現了他們優良的經營績效 – 交易收入不斷向上、交易資金成本持續向下、壞帳損失幾乎是持平,所以在單季交易金額從 280 億美元攀升到 330 億美元的過程中,毛利率盡然也能夠同時向上攀升,怪不得財報公布當天 eBay 的股價跳升超過 10 個百分點,因為這些數字證明了 PayPal 這個平台有能力在世界各個市場持續擴張並維持健全的投資報酬率,這絕對是其他競爭者短時間很難複製以及挑戰的。

另外這也是為什麼 PayPal 有著進軍實體通路的本錢;面對大型連鎖通路, PayPal 比起銀行更有議價的空間,當銀行服務費用大都得從 1.5% 談起的時候,PayPal 有著相對低的交易資金成本,面對小型商家的時候, PayPal Here 可以將它龐大的網路使用者帶到零售通路,提供一個更便捷且快速的交易選擇,這個戰場界線的模糊又再次地證明真正的贏家必須創造一個「實體 + 網路 + 行動」三個領域合一的消費者體驗,接下來我們應該可以看到 PayPal 更積極地在所有的領域全面開戰,因為當人們的生活以及消費隨著科技改變,最需要被解決的就是支付的問題,PayPal 應該比誰都清楚。

後記:有興趣的人可以想想 PayPal 怎麼進軍 B2B 支付市場去搶銀行的飯碗,以及 PayPal 如何在手機內應用交易 (In-app purchasing) 跟 Google、Apple 以及 Amazon 競爭,有些我會在之後的文章提到。

By: http://www.appguru.com.tw/appguru/blog/6729/payment-industry-focused-you-know-that-paypal-is-how-to-make-money-you

5 Tips for Moving Social Media Leads Into the Sales Funnel

27 三月

Do Fans Mean Business?

Marketers have made tremendous strides in growing their audiences on social media channels. There have been concerns over whether social media could only be successful in business-to-consumer (B2C) companies, but we’re starting to see great case studies in both business-to-business (B2B) and business-to-consumer (B2C) brands.

In looking at the B2B software space, we can see tremendous success from companies like HubSpot, InfusionSoft and HootSuite that have grown large numbers of followers by providing valuable content to their target audiences.

In the B2C space, our passion for brands like Old Spice, Coca-Cola and Ford have been reignited by creative social media campaigns. But what now?

Have these large followings contributed to revenue for these brands? The next natural question for C-level executives and marketers is, “Can we monetize our social media following?”

As pressures have risen for solid measurements and a demonstration of social media ROI, more companies are recognizing that revenue generation has to be a top priority of social media strategies.

This doesn’t give license for tacky sales pitches on Twitter. Rather, it opens the door for a more strategic approach to social media content, content distribution and measurement.

To get started, there are a few things you’ll need to prepare for.

Tip #1: Understand Your Sales Funnel

It’s pretty difficult to place leads into the sales funnel if you don’t have a clear understanding of the sales process that supports it.

The first step in monetizing the social media channel is to have a clear understanding of which marketing channels are currently contributing leads to the funnel, what the sales follow-up process is and how long it takes to close the sale.

You’ll need to figure out where social media fits into the equation.

  • Will social media leads respond to existing sales processes?
  • Where are social media leads in the buying process?
  • Will they convert at the same rates?

To truly understand how social media leads behave, you’ll need to do some testing. It is unlikely that social media leads will perform the same way that other types of marketing leads do.

This is because with social media, more commonly you are reaching potential buyers earlier in the sales process, before your competition. Getting potential buyers’ attention early has tremendous value that can be overlooked if expectations haven’t been set for how the social media lead will perform.

If you compare social media with traditional sales, in essence social media adds three levels that extend your sales funnel to provide more opportunities for conversion.

funnel with goals

Social media adds three levels of brand awareness to the sales funnel, providing more opportunities to convert prospects.

Tip #2: Optimize Your Path to Conversion

It’s important to make sure it is super-easy for potential buyers to buy. We tend to be fairly lazy consumers and if we have to search out how to buy from you, we are less likely to convert.

Therefore, take a look at your Facebook page. Does a potential buyer have to click on the Info tab to find your website, then go to your website and figure out how to buy your products or services? If so, you are likely missing out on the opportunity to convert Facebook fans into purchasers.

Create a tab that allows fans to convert within Facebook and you’ll likely see a spike in new revenue.

Success in social media relies on having strong content to share on social networks, which many times resides on the corporate blog.

Look at your blog and make sure there are conversion points that will in essence turn every post into a landing page. Make sure you test multiple calls to action to figure out what works best at converting social media traffic.

funnel graphics

Understand the path to conversion from social media so you can optimize each step.

Tip #3: Provide Opportunities for Soft Conversion

The social media lead likely enters the sales funnel earlier in the buying process. He or she may not be ready to make a purchase; however, you have an opportunity to convert interested social media fans and followers into email subscribers.

Soft leads are people willing to provide their email address in exchange for highly valuable and relevant content. These are valuable leads who have said they are interested in your content; but they haven’t necessarily said they are interested in your product yet.

If you combine email marketing campaigns that provide a mix of content that helps to push them through the sales funnel while providing valuable information, you will have a better opportunity to convert social media’s soft leads into potential buyers.

Tip #4: Nurture the Social Media Lead Differently

It’s important to understand the difference between the social media lead and the traditional lead because traditional sales-related email campaigns will kill the sale with the social media buyer.

Because social media leads may enter the sales funnel at an earlier stage in the buying process, you will need to adjust your email campaigns to provide value and content that will help drive the decision-making process.

This will require a strategy that includes decision-making content. Decision-making content is designed to answer questions that commonly arise when purchasing your product, overcome objections that are frequently heard in the sales process and provide opportunities to convert into a hard lead.

A hard lead is someone who has taken an action that directly indicates he or she is now interested in your product. This means the lead is now in the research and consideration phase of the buying cycle and you have an opportunity to convert the lead into a buyer.

Through your other social media efforts, you have been able to develop trust with prospects; therefore, if you continue to show thought leadership in helping them to make a decision, they will be more likely to purchase from you rather than the competitor they don’t have a relationship with.

Having a combination of decision-making and topically relevant content that is sent to soft leads will help you identify when the lead makes the jump to product interest.

At that point, you can follow up with traditional product-based information and put the lead in the traditional sales processMany times you can recognize this transition if you identify pages and calls to action that indicate product interest, such as signing up for a product demonstration, attending a product-based webinar or downloading decision-making content.

Tip #5: Measure Your Results

Finally, the only way to identify where leads are in the sales process is to measure your efforts.

The quickest and most cost-effective way to monitor social media conversions is to apply Google analytics campaign tracking to the links you shorten and post on social networks.

The combination of Google Analytics and HootSuite Pro makes this easy. Once you have the data, it is important to put it into a format that tells the management team what they want to know.

Use these metrics to demonstrate success through the sales funnel:

  • Cost per impression
  • Cost per engagement
  • Cost per soft lead
  • Cost per hard lead
  • Cost per sale

BY: http://www.socialmediaexaminer.com/5-tips-for-moving-social-media-leads-into-the-sales-funnel/

How Pinterest Can Turn Your Brand Red-Hot [INFOGRAPHIC]

20 三月

If your brand isn’t on Pinterest, you could be missing out on a growing stream of potential customers.

While shaping your brand’s image on Pinterest, remember to take into account the specifics of the site’s userbase. A recent study showed that home, arts and crafts,  style/fashion and food are the most popular categories on Pinterest.  The food category is the fastest growing segment of Pinterest.

SEE ALSO: Pinterest’s First Investor Explains the Secret to the Startup’s SuccessEven if your brand doesn’t directly specialize in these topics, there may be a way to include them in your brand’s boards to gain maximum exposure.  It’s also important to remember that while Pinterest’s audience is heavily female, the demographics of the site are changing.

Take a look at this infographic from web optimization company Maxymiser, and then let us know in the comments if you’re altering your plans to take advantage of the explosive growth of Pinterest.

Infographic courtesy Maxymiser

By: http://mashable.com/2012/03/18/pinterest-brand-attention/

Facebook Launches ‘Facebook Offers’ For Businesses

9 三月

A few select brands on Facebook are currently running tests of a new Facebook product for businesses called “Offers.” The most recent Offer, which generated a fair amount of buzz in the past week, was posted by Macy’s. Macy’s first posted the Offer on Thursday, February 23rd at 7:11am Pacific with an expiration date of February 26th. The Offer was: “Get 25% off your purchase of $100 or more.

The Offer jumped out at me in my News Feed last Thursday when a friend of mine (plus six others!) claimed the Offer. Then I saw the Offer repeatedly in my News Feed, so clicked through to Macy’s to check it out on their wall too.

Facebook Offers - Marsh Engle Claimed Macy's

Simple, one-click claim – INCLUDING on mobile!

What’s super exciting about this new Facebook product for businesses, is the absolute simplicity and ease with which users can claim the Offer. Literally ONE click and Facebook lets you know the Offer is in your email inbox!

Facebook Offers - One Click Claim

Users can claim the Offer from the wall of the brand’s fan page.

Or, users can claim the Offer from their News Feed. Including MOBILE. Hello? Yes, mobile. Now that is thrilling.

More than half of Facebook’s 845 Million active users access the site via their mobile devices. Imagine the possibilities of Offers for your business! For local businesses. Wow. I haven’t been this excited about a new Facebook product since…. well, since last September when Subscribe came out. ;)

On that note, feel free to Subscribe to my Timeline public updates! Click the button below:

//www.facebook.com/plugins/subscribe.php?href=https%3A%2F%2Fwww.facebook.com%2Fmaris&layout=standard&show_faces=true&colorscheme=light&font=arial&width=450&appId=102079246572280

Einstein Bros Bagels Offer

By way of example on how super easy it is to claim an Offer on mobile, check out this recent Offer by Einstein Bros Bagels (claimed over 25,000 times so far!). I didn’t see this in my News Feed, per se. I just pulled up Einstein Bros Bagels on my iPhone and did the uber easy one-click claim:

Einstein Bros Bagles - Facebook Offer

And after the one-click (or one-touch, really, on iPhone!):

Einstein Bros Bagels - Facebook Offer Claimed

Credit to AK Stout and this post on SayingItSocial.com where a commenter pointed out the Einstein Bros Bagels offer.

Redeem by email, share from email

Not only can users easily claim the offer from their News Feed – on any computer or mobile device – the actual offer can be redeemed simply by showing the coupon on your phone to Macy’s staff. See the email below:

Facebook Offers - Claim Email

And, notice the big “Share Offer” button in the email. LOVE that. Boom – one-click claim. Instant gratification. And another one-click to share with friends!

Key takeaways from Macy’s Offer

Some points to note about Macy’s offer:

  • The offer was clean, simple, obvious and used a “%” sign and a “$dollar” amount.
  • Macy’s chose an extremely eye-catching image of a red shoe and a blue shoe on a white background, clearly chosen very strategically (red, white and blue = power color combo!). Plus, the fact it’s shoes – I don’t know any female out there who doesn’t love shoes. (Of course, many men claimed the Offer too!)
  • The choice of verbiage in the Offer was compelling: starting with “Get” (mirrored with the “Get Offer”), and the use of “save” and “BIG.” Clever!
  • Macy’s first posted the Offer on February 23rd, and posted it again on February 25th (Saturday morning at 7am Pacific) with the the description “Just two days left to get a head start on spring shopping!” (Einstein Bros Bagels did the same repeating of the Offer on its fan page wall, which of course goes into the fans’ News Feed again).

  • Ultimately, 41,602 people claimed the Macy’s Offer. And the original Offer post was shared a total of 2,491 times and the reminder of the Offer shared 374 times. Awesome social proof!

See also Build-A-Bear Workshop‘s Facebook page for this Offer. (Credit to AK Stout for spotting it).

Will Facebook unveil Offers at the FMC today? [Update: Yes!]

Congrats, Facebook. I do believe you’ve found simplicity on the other side of complexity with this new Offers product.

Will Offers be one of the BIG new product launches announced at the Facebook Marketing Conference today? Rumor has it Facebook is unveiling a whopping 7 new changes/products/upgrades. We know that one will be Timeline for Pages. Another is new Premium Ads. And a third surely has to be these Offers—well, in fact I understand that Offers is part of the new Premium Ads product. [Update: turns out Offers are a standalone product and appear to be FREE to create and share! Select Pages only, so far.] And, I heard last Friday from a reliable source that currently only around 25 big brands even know about Offers. Hm, still, I sure hope the product is imminent for the rest of us.

Stay tuned for more. I’ll be watching the Livestream of the FMC and tweeting and posting my thoughts on my Facebook page and profile.

By: http://www.marismith.com/facebook-offers/