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BizReport : Ecommerce archives : July 19, 2013


Adobe: Social pushing commerce

New data out from Adobe indicates social is pushing more ecommerce than many originally believed. ACTIVE Network tapped Adobe's Marketing Cloud to help them push more sales through the social channel.

by Kristina Knight

According to ACTIVE Network social channels push about 13% of their website channel, traffic which comes to optimized landing pages - some of that traffic comes from blogs or articles and the rest from social network news feeds, status 'shares' and 'likes'.

"Social is about scale, where every half of a percentage point represents tremendous upside potential," said Justin Ramers, Director of Online Marketing, ACTIVE Network. "The beauty of Adobe Marketing Cloud is that all the data is right in front of you, presented in ways that measure the effectiveness of every social tactic at a glance."

Some interesting findings include:

• A social widget test resulted in an 11% conversion rate for endurance/racing 'friend' of a social list member
• 15% of registered members 'share' ACTIVE Network statuses, resulting in 2-3 incoming clicks
• Nearly 4% of those 'clicks' also register
• 1% increase in share rates, pushing almost 20,000 additional actions

Ramer's advice for social brands is to optimize the sharing experience, making it simple for consumers to share or like or conduct another action.

"Make it simple for people to do what you want them to do and step aside," said Ramers. "[Adobe] enables us to deliver the best possible experience to customers across all entry points and take then along the shortest path of relevance to conversion."






Image via Shutterstock

Tags: ACTIVE Network, Adobe, ecommerce advertising, ecommerce trends, social commerce, social marketing








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