NEW ACTION BUTTONS DROVE SALES FOR E-RETAILER
Payvment Shopping Mall, a Facebook e-commerce player, was suffering from the same plight as many other brands on Facebook – the like button was not driving sales.
“We have always had the like button on every single product from all 150,000 of our sellers,” said Payvment CEO Christian Taylor. “Essentially the like button never worked for shopping.”
When Facebook began letting developers create other action buttons on the social site during October 2011, Pavyment jumped on board, implementing “want” and “own” buttons before the holidays. The company – modeled after Amazon – put the new buttons next to its hundreds of thousands of SKUs. Then, Taylor and his team sat back and waited for the data.
After implementing want and own buttons, Payvment saw customers rise from 500,000 to 1.1 million during November and December 2011 without making an ad buy.
The holidays certainly helped achieve such growth, Taylor admitted. But he said the “want” and “own” buttons dramatically spread the word about his business. When Facebook users tap the buttons, the action appears in their friends’ news feed or news ticker.
“Without a doubt, likes dropped significantly,” Taylor said. “What we see now is people creating wish lists.”
When asked if the buttons were increasing sales, the CEO replied, “Oh, without a doubt.”