Date post: | 25-May-2015 |
Category: |
Technology |
Upload: | digiday |
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@alicehan7777 | @zapposlabs
Social Commercewhy is it so hard? Alice Han, UX Designer / Product Lead
@alicehan7777 | @zapposlabs
About Me
Alice Han (@alicehan7777)
UX Designer / Product Lead at Zappos Labs
Ice Hockey player
Undefeated at Dr. Mario
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
Facebook Stores
“We just didn’t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly”
“For us, it’s been a way we communicate with customers on deals, not a place to sell.”
- Ashley Sheetz, VP of marketing and strategy at GameStop
@alicehan7777 | @zapposlabs
Facebook impact
In September 2010, 1.9% of traffic to Burberry’s website came from Facebook
A year later, 29.1% of site traffic was from Facebook
Using Facebook as a platform to drive traffic at a fraction of the cost of what they’d pay on Google
@alicehan7777 | @zapposlabs
Is Social just for marketing?
Can we bring social to our sites?
Can we help our customers shop with their friends?
@alicehan7777 | @zapposlabs
What has Zappos Labs tried?
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
Shares are still a very small % of total orders
Customers love sharing on Pinterest and Facebook
Not many customers tweet, but tweets get clicked on the most
Great place to start
What we saw
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
50/50 AB test
3% of people clicked on tab
Those 3% performed well!
But just having the tab there brought down the entire group
What we saw
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
@alicehan7777 | @zapposlabs
It’s hard for a brand to inject themselves between you and your friends
Value needs to be extremely high
What we saw
@alicehan7777 | @zapposlabs
Who is contributing to the evolution of social commerce
@alicehan7777 | @zapposlabs
Social gift giving
@alicehan7777 | @zapposlabs
Poshmark
@alicehan7777 | @zapposlabs
Soldsie
A hat sale drummed up 100 “sold” comments and 459 “likes” in 24 hours100,000 users, $1,000,000/month
@alicehan7777 | @zapposlabs
How?
Treat social commerce as R&D
Create a culture of experimentation
Measure carefully
Learn quickly & iterate