Clicking and converting shoes

This blog was posted by Charlotte Wood on July 20, 2015 as part of the CultureHive Digital Marketing Academy. You can find out more about the project here.

To get the ball rolling with the experiments I’ve started mapping out when and on what platforms I’d focus my shoes social activity on this and what was already planned as general engaging social content for the campaign. If you follow the V&A or an avid shoe fan then you’ll already know these posts of course happen weekly on #TuesdayShoesday. I’m now scheduling additional Tuesday content that is dedicated to the experiment alongside this, and it will vary between ticket, product and membership sales drives.

Through Hootsuite I’m able to see what content already has a high number of click throughs on Twitter and Facebook. In total I already have 1137 clicks on Twitter links and 726 on Facebook to start analysing. I’ve looked back to December when we first announced the exhibition, through to tickets going on sale in January and opening in June. Unsurprisingly tweets with images have a higher rate of engagement, if this is measured by RTs and favourites but as this isn’t my goal it’s become secondary to the number of link clicks. Does an image inclusion affect conversions?

Here’s a few examples of content pre ‘official’ experiments (still useful of course!) that included links to the booking page and where I can track the number of link clicks. I am aware this doesn’t necessarily mean that user is going to purchase a ticket but its one extreme footwear step closer. But what about when they get there? Are they reading, browsing, buying or clicking close tab?

So looking at the tone and type of message, these were both highly engaging because of the nature of the announcement and use of striking imagery. The first example generated 123 clicks and the second 152. But at this stage the call to action was ‘Find out more’ not ‘book tickets’ as they weren’t on sale.

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Moving forward to ticket sales and here we clearly stated the action the user should take ‘click and BUY’  – a clear promotional social message over engagement on Twitter.

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In this case we had 112 clicks. Less than the announcement, but hopefully a greater % of users clicked to purchase – they know what we were asking from them after all!

And here’s an example of posts with the same content, sent at same time (5 mins apart due to hoot suite scheduling) but varied with addition of image. Strong call to action, exhibition hashtag, link and a bit of info. These posts are part of my experiment as opposed to pre-existing content. It’s important I’m only measuring one thing at a time. In this case – does a tweet with an image create a higher click through and ultimately purchase? Yes to clicks – the example without image created 42 clicks, the other 143. No analysing needed there to show which was the more engaging! But how many converted?

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As I mentioned in my first post the great thing is we are now on a new CRM system so online ticketing is managed in house and we can track these journeys, but this does mean that as it’s the first time getting this information and talking to the relevant team to provide what I need takes a little longer. So unfortunately as yet I don’t have the stats to give an update on % of conversions from any of these clicks, but I can already see that from those posts where we ask/tell/invite/insist that our followers click through, they duly oblige at a higher rate than those just window shopping for Shoes…


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