Conversion
Community can motivate people to act. If you want to encourage people to purchase products, or merely to tell you something about themselves, your community should give them valuable content and inspire their trust.
Our Conversion Blueprint is a guide for building community features that accelerate sales and marketing conversions. It shows you how to use content and conversations to energize the shopping and brand experience on your websites, mobile apps and social media destinations.
Blueprint Goal
Our Conversion Blueprint helps you influence the behavior of your online audience members. It encourages them to become part of your community, and it helps you influence the pace, frequency and magnitude of the transactions they carry out with you.
Audience Hot Buttons
Communities that score high on Conversion
- Offer shopping experiences that are surrounded with useful content and conversation
- Spotlight the shopping experiences of other people, particularly people who are trustworthy
- Serve up lots of high-value content from subject matter experts
The Redbox community’s movie and game reviews deliver trusted content precisely where and when shoppers need it.
The Community Experience
Healthspan has created a community that is equally focused on its featured products and issues of well being, and has seen improved conversion rates
- Captivation is about attracting intent-driven consumers to your community, and then persuading them to linger and return often.
- Education satisfies the appetite for trustworthy information that is so common to shoppers.
- And Motivation is all about piling on good content and social experiences that make consumers comfortable carrying out transactions with you
Community Building Blocks
The Conversion Blueprint calls for social applications that deliver valuable content and inspire trust. Each blueprint element can be deployed on its own, but Conversion really takes off when all of the blueprint elements are working together. Social applications with value in a Conversion context include:
Lowe’s has modified Pluck Blogs to provide community members with a custom Project Sharing application.
Product Reviews. Customer-supplied product ratings and reviews have incredible influence, particularly when they come from a trusted source. Pluck Reviews' Trust Filters are a huge advantage here. Reviews also have high SEO value, and they are rich in educational content.
Category Discussions. Content-rich forums deliver both SEO and educational value. And like reviews, forum content - particularly content from trusted sources - can motivate an intent-driven individual to take action.
Customer Experiences. Photo and video galleries can be powerful elements of a Conversion-focused community. They provide an excellent setting for vivid sharing of experiences.
Behavior Rewards. Making community leaders more visible is a boost to conversion. Visibility can be democratically controlled by the community, or directly controlled by community managers, but either way trustworthy and influential people are given the spotlight.
The Conversion Blueprint Delivers
The huge home improvement chain has created an online community that drives offline conversion. The Lowe's Creative Ideas community features do-it-yourselfers' project journals. Not only do proud community members help demystify things like deck construction and furniture refinishing, they list the Lowe's products that made the project possible.
Lowe's Creative Ideas Registrations
Conversions at Lowe’s Creative Ideas
Community Growth - Average monthly community growth is around 12%
Contributions - Each month sees an average of 10% more new contributors
Standout stat - "Members of Creative Ideas are very valuable to Lowe's, representing twice the average trips to stores, and they shop the entire store."
- Lowe’s CEO Robert Niblock
The UK's leading home shopping supplier of vitamins, minerals and health supplements uses Pluck Personas, Reviews and more in an SEO-friendly manner. Healthspan's product reviews are particularly versatile, providing reviewers with multi-attribute ratings, recommendations, structured reviews, sorting, filtering, sharing and more. The community's highest rated products are rolled up to a Customer Favourites page.
Healthspan’s Reviews Volume is Ahead of Plan
The community is on target to beat Healthspan's year one expectations: with hundreds of new customers every day, 50% of the expected first-year review volume reached in only 15 weeks, and sales growth, Healthspan is seeing good return on its community investment.
Conversions at Healthspan
Membership - Community membership is growing at a rate of more than 10,000 per month
Reviews volume - 34% of products on the site have more than 10 reviews; 12% have more than 25 reviews
Standout stat - Healthspan hit its midyear reviews volume target in 15 weeks and has enjoyed a measurable uptick in online conversion rates
With more than 26,000 locations nationwide, Redbox provides a fun, fast, easy way to rent new release movies. Redbox supports Pluck-powered movie and game reviews on its Web site. The company has also deployed Pluck Trust Filters, which lets movie shoppers choose to read only reviews submitted by their Friends.
Movie and Game Reviews at Redbox.com
The community generated more than 30,000 reviews in the first 30 days. Redbox has created a highly engaging community environment, with far higher than normal participation rates. In recent months, 25% of all registered community members contributed at least one movie review, and 6% contributed 3 or more reviews.
Conversions at redbox
Membership - The Redbox.com community has grown quickly to more than 260,000 members
Contributions - An unusually high 25% of members contribute content
Standout stat - More than 6% of community members have submitted 3 or more reviews
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