Social commerce can help streamline purchase journeys and improve conversion rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 24, 2019, 3:01 PM UTC

Marvel have leveraged social media selling tactics to achieve impressive online sales.

This article highlights how brands can use social commerce to streamline purchase journeys. Social commerce involves selling to customers directly through social media. It enables a simplified or streamlined purchase journey, in addition to lowering the abandonment rate, and so can help reduce “funnel leaks”.

For product launches, brands can increase “buzz” by giving away free samples. To claim these, consumers would have to go through a social commerce checkout. Such checkouts can also help link online and offline brand experiences. Instead of targeting users through online ads after an event, social commerce checkouts can engage consumers and be used to give away prizes. 

For example, Marvel’s Infinity War campaign used an automated checkout bot allowing in-app ticket booking, resulting in 58% conversions. For Ant-man and the Wasp, Marvel then built a custom audience of the users that had engaged with the Infinity War campaign. Retargeting this audience resulted in a 68% conversion rate.

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[10 minute read]