Get-a-Fan on 3balls.com.
In this instalment we’re going to take a closer look at how 3balls.com acquire fans on their home page. 3balls are a discount Golf equipment and used Golf clubs store. They’ve been in business since 1998 and have a comic strip dedicated to the sport. For them, preserving a high standard customer service and experience on their site is a priority. 3balls were seeking new ways to distribute incentives to their shoppers and achieve their social objectives of acquiring fans for their fan page on Facebook.
3balls opted to run a ShopSocially Instant Win campaign to encourage their shoppers to Like the fan page for a chance to win a $50 gift certificate valid on their purchase.
As shown in the screenshot above, all Shoppers who land on their home page are greeted with the campaign message that slides out to grab their attention.
Those who choose to Like the fan page go on to participate in an instant draw that randomly determines if they will win the gift certificate or not. 3balls chose to reward shoppers who don’t win the gift certificate anyway by giving out a discount code for $5 OFF on their purchase of $50 or more. This worked as a bonus reward with a positive net impact on overall sales conversion as well.
Shoppers can also opt to close the slide-out and come back to it later by clicking on the tab shown above. The postion of the tab and the message have been optimized for the campaign.
3balls stayed with a crisp message to “Like & Win $50 instantly” to convey the nature of the draw to Shoppers. The Like button also shows the current fan count for the home page providing social proof to shoppers. The message below the Like button clearly conveys the gift certificate again (incentive to Like) and what benefits fans of 3balls.com enjoy.
The slide-out could be customized further to look more native to 3balls.com and convey a sense of familiarity and consistency with the rest of the sites colors and creatives.
On Clicking Like.
The total number of unlocks and winners are pre-determined when setting up the campaign. Once activated, our service is responsible for simply selecting a winner at random to deliver the ‘instant win’ experience. The message shown to winners and everyone else can be configured to include distinct coupon codes as shown in the messaging above where the coupon code has been blanked out. Shoppers can copy the code presented for later, and continue shopping.
Key Measures to Track.
Conversions to Like, the ratio of Likes to Slider Loads, is a key measure. Another measure you’ll want to track is the percentage of shoppers who decided to close the slider. Higher ratios here indicate that the page where the shopper is first shown the slider may not be the ideal location. To optimize this ratio, you will need to balance the intent to buy with how early the shopper is in your sales funnel. If it’s too early, shoppers may choose not to interact with the slider. Finally, you could opt to split test the campaign to keep track of how your sales conversion percentage changes for a control flow – shoppers who are not shown the slide-out, and an experiment flow – shoppers who are shown the slide-out.