Cons of Social “Buy Button” and tip to overcome them

Rewind a decade, the evolution of social media channel made it easy for people to stay in touch with friends and family anytime, from anywhere. All they needed was a device that allowed internet connectivity. Today, many such platforms have come a long way!

From making it easy for people, from across the globe to connect with their loved ones; social media sites are helping business owners to promote, as well as, sell their products online.

Evolution of Social “Buy Button”

With the increasing popularity of people acceptance towards social networking, today, Facebook, YouTube, Reddit, Twitter, Instagram are ranked as the leading social media sites in the United States, as of May 2016.

And, with the rise of mobile technology, sellers get an advantage over their eCommerce stores to engage with online shoppers.

No later with increasing usage of social media platforms among online shoppers from across the globe, popular sites that include Facebook, Pinterest, and Instagram had integrated a “Buy Button” that allowed sellers an opportunity to convert many, on-the-go.

What do you mean by Social “Buy Button”?

Social Buy Button

A tool integrated within social media sites that allow online shoppers to reduce purchasing steps from the convenience of the platform domain, and, even if users make a purchase via different ecommerce brands; their payment details get stored allowing them to make a two-click purchase process.

Considering this to be a valuable opportunity to get consumers spending more on online products, many sellers should not mind adapting it for their eCommerce stores.  However, not many realize the drawback of a social “Buy Button.”

In this article we will highlight the loopholes of a Social “Buy Button” and how online sellers can deal with them:

First- No exposure for your other products

Irrelevant to the social media platforms, sellers who are taking an advantage of the “Buy Button” may overlook the importance of losing exposure for their other product offerings listed in their eCommerce stores, as well as, other marketplaces.

Unable to insert a clickable link for your eCommerce store, social media “Buy Button” strategy eliminates the ability for many potential online shoppers to know about your other offerings.

What you can do?

Highlighting your eCommerce store’s logo and name, especially for start-ups and small sellers, can create an impact of your brand in their mind, increasing chances of them directly visiting your eCommerce site for their future purchases.

Second- Unable to upsell

Social “Buy Button” is surely helping online shoppers to make purchases for their favorite products in the simplest way; however, unlike your eCommerce store you are unable to upsell.

Many online shoppers who are interested in your products, or, have already made purchases via social “Buy Button” may not mind adding multiple products to their cart. However, unable to insert more than one product on the social media “Buy Button” page, sellers often lose revenue for their eCommerce business.

What you can do?

Your product image can do the game!

Meaning, ensuring clear and attractive images for your product on your social “Buy Button” page can create a longing in your customer’s mind, who in turn, may jump to your eCommerce site for finding a match, or, relevant products to fulfil their day-to-day needs.

Third- No performance measurement

Despite offering great products on your social “Buy Button” page, many potential customers may abandon their purchases. However, not being aware of the bounce rates will not give you an idea about the performance of this effective social media selling strategy.

Unable to track results for your social “Buy Buttons” can lose you many potential customers who have already shown interest in your products.

So why let them go?

What you can do?

Adopting social media monitoring tool can help you analyze customer’s behavior using your “Buy Button”, making it easy to figure out where your customers get stuck and take immediate actions to improve engagement and sales, both.

Fourth- Less of content information to convert

Content is the key that determines engagement and conversion rates for any eCommerce business. Simply adding products name in your social “Buy Button” strategy may make it look uninteresting, even if the online shoppers is interested in your offering.

Instead of directly copy pasting the same product information used by others sellers across the web, coming up with a name that offers a value can eliminate the risks of losing sales opportunities via your social “Buy Button” strategy.

What you can do?

Infusing personalization in your product name that can describe the actual usage will surely impact the online shopper’s mind, who in turn, won’t take a second thought and make purchases, always.

Fifth- No security information

One of the most important concerns to online shoppers is the security on returns, in the case of wrong or damaged products delivered.

Unable to showcase security information on the social “Buy Button” page can stop many online shoppers to take action, unless you are one among the recognized brand over the web.

What you can do?

The only way to overcome such situations is to ensure in-time product delivery for every customer’s orders you fulfil. Doing so will automatically develop a trust in the customer’s mind, who in turn, may not be so concerned about the purchase security on your social “Buy Button” page in future.

But, processing each order manually can hamper fulfilment performance and delay in delivering your customer’s orders.

Cloud-based inventory and order management software are allowing sellers an easy way to bring all their products and sales order coming from multiple channels at one place, making it quick  to fulfil multiple customer’s orders in real-time.

Last- Slow returns on investments

Social networking sites may surely have a ready-made customer base, but with hundreds and thousands of sellers adopting social “Buy Button” strategy for their eCommerce stores; may take time to churn results

Unable to attract sales from your social “Buy Button” can be a costly idea for your eCommerce business.

What you can do?

Encourage engagement via “likes,” “comments” and “shares” in your social “Buy Button” strategy will improve brand awareness and increase its visibility among other online shoppers who are in the same network of consumers who have engaged with your brand.

Focusing on the above four can help you overcome this last, but one the most important disadvantage of a having a social “Buy Button” strategy for your eCommerce store.

All the Best 🙂

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