Both social networks today announced new tools that let e-retailers drive sales directly from their platforms.
Enabling event organizers to sign into the ticket printing company’s sites using their Facebook credentials has led to 30% more buyers logging in.
A customer doesn’t have to create an account on TicketPrinting.com to buy its ticketing services and accessories. But he does need an account if he wants to save his web page template, which event organizers often do when setting up a page to let clients order tickets and buy related items online for shipment to their event location.
That requirement was too much of a hassle for some buyers, says TicketPrinting.com CEO Lance Trebesch.
“If they weren’t already a customer it gave them an excuse to bail,” he says.
To streamline the process, the ticket services company in May worked with social commerce vendor ShopSocially to add social login to its site. For the first few months it only let buyers use their Facebook credentials; last week it also began letting customers sign in using their Google Plus or Yahoo credentials.
The move was an immediate hit, Trebesch says. Since offering the option to sign in via Facebook, the company has seen the number of customers who log into its site jump 30%. Moreover, the conversion rate for shoppers who sign in via social credentials is 35% more than customers who don’t use social login, which means the company has had a “healthy” increase in its revenue, Trebessch says. He declines to share specific numbers or the percentage who sign in using social login.
Trebesch says the rollout’s success is leading him to examine more online social features, including applications that will make it easier for customers to share content from TicketPrinting’s e-commerce sites. TicketPrinting.com is No. 776 in the Internet Retailer Second 500 Guide, which ranks companies by their annual web sales.
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