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Vanity URLs and Getting Social

Posted on 12.13.2009

How do you increase interaction with your brand? Perhaps you should take a page form online footwear retailer, who has given its visitor/users the ability to create Vanity URLs.

The feature allows visitors to select a custom vanity URL for their profile pages on the site which can be populated with their favorite products and even uniquely tagged items. These Vanity Pages offer customizable profile pictures and “page stats” that seek to engage customers with a tally of Visitors, “Likes”, “Retweets”, and “Facebook shares” their page has garnered. The Vanity Page design promotes the social shopping concept with a “Profile Grid” showing the profile images of the most “liked” Vanity Pages and a “Live Feed” that shows actions being taken across the site in real time. Sharing is encouraged not only through the personalized, easy-to-share URL but with heavy tie-ins to Facebook and Twitter.  

Vanity URLs are just the latest step in’s strategy of increasing interaction and socialization across its site. In September of this year the company reported double digit increases in product page visits, conversion rate and customer interactions on product pages by launching a number of new features including the ability to rank, tag and share products customers like or dislike.  “Love It”, “Hate It”, “Tag It” and “Share It” buttons were added to all product pages this past May.  

“Customers want to connect with each other and to do so in real time” explains Frank Malsbenden, VP, General Manager of Vision Retailing, Inc., “our Vanity Pages are designed to focus on these two key components of e-commerce specifically: social connectivity and Real Time Web.”


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