What are social share buttons and how do they impact conversions

Social share buttons empower customers the ability to share their ecommerce purchase on Facebook, Pinterest, Vkontakte, Twitter or other platforms. The majority of online shoppers use more than 2 social media platforms, so share buttons create free awareness and promotion on an ecommerce store.

Social share buttons also improve user experience by eliminating extra steps of copying and pasting on social media platforms.

Choosing the right social platform?

Online store owners can choose almost every social network, but choosing the most relevant than others is the right decision.

Facebook and Pinterest are highly visual networks, and some consumers prefer visual content for deciding their shopping list.

If we talk about Linkedin, it isn’t an ideal platform for visual content and a person posting lots of visual content doesn't fit in on a professional network.

Keeping/restricting delivery of content to the relevant platform can be achieved by limiting the display of social share buttons on a page.

Content on right platforms will generate direct visits back to the product or home page, which reflects the positive intentions of the visitors.

Hence we can say that social share buttons impact conversions.

When to use social share buttons?

In addition to using these buttons judiciously, it's important to place them where they won't detract from the purchasing experience. After someone makes a purchase, give them the option to share it. However, subtle share buttons on product pages lead shoppers to post merchandise to social media to remember for later. Social sharing should never distract from the goal of increasing sales.

It's important to consider an online store's target audience. Older generations of consumers shop online but are less likely to share purchases with others, even if they also use social media. Depending on the product category, social share buttons sometimes aren't necessary.

The main benefit of social sharing buttons is the increased cross-channel promotion, which positively impacts online influence. However, the design of the button matters a great deal. Social share buttons with counters decrease conversions on some websites. High numbers of shares build consumers' trust in the product, but low or no shares harm credibility.

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