Asked to rate a range of elements of the digital experience for their effectiveness in increasing conversion rates, a leading 39% of digital marketers from around the world pointed to social sharing (e.g. social sharing icons on pages) as being very effective, according to [download page] survey results from Adobe. Social sharing and third-party credibility indicators (such as security seals) were seen as the most effective ways to boost conversion rates, with 37% indicating that the latter are very effective.
Social sharing functionality, with 83% of respondents indicating this to be at least somewhat effective, beats out a number of other elements, such as navigation, page copy, offers or promotions, and photos or images.
Drilling further down into different social media tactics, the study shows that more than one-third of respondents believe that social sharing, live chat or instant messaging (37%), user-created collections for sharing and purchase (37%), and user-generated content (36%) are very effective on their sites in terms of increasing conversion rates.
Even other social tactics, such as collaborative custom product design, blogs and social community pages, and user comments, reviews and ratings get high marks, with only about 1 in 5 rating them as less effective.
Separately, the researchers argue that social doesn’t always get the respect it deserves, largely because social interactions occurs before the end of the purchase journey, a position supported by recent data from Google. Indeed, just 6% of the respondents to Adobe’s study report using attribution modeling. Even those doing attribution are likely to underestimate social’s influence, given that the most common method of attribution is last-click. And as the researchers point out, while the more popular way of measuring social media is through analytics tools designed specifically for that purpose. Even so, only 47% of respondents report using such tools, meaning that social media analytics are far less likely to be leveraged than website analytics (83%).
About the Data: The Adobe 2013 Digital Marketing Optimization Survey received global responses from more than 1,800 digital marketers across North America, Europe, and Asia.