Fomo Review: Boosting conversions with social proof notifications

UPDATED 6 MARCH 2019

Stuart Goulden

@StuGoulden

Fomo taps into the power of personal recommendations to boost your website’s conversions. The service integrates with hundreds of popular apps in order to capture actual visitor activity that then appears as discrete but potent slide-out notifications.

  • Rating 9.5/10
  • Price $39+ p/m
FREE TRIAL
  • LOVED
  • 100+ app integrations. Helpful slideout suggestions.
  • Ease of setup. Clear ROI. Company personality.
  • LOATHED
  • Some technical knowhow needed for advanced uses.

What is Fomo?

Fomo aims to increase your website’s trust, traffic, and sales with social proof automation.

Fomo promotes your products and services based on actual customer activity (such as purchases, opt-ins, pageviews and subscriptions) over unproven claims. It’s focus therefore is what it calls “honest entrepreneurs” building long-term businesses built on trust. To quote its maker, Ryan Kulp: “Consumers are smarter than ever and they’re tired of marketers. Nobody cares what you have to say about you, they care what *other people* say about you.” (read our interview with Ryan)

Fomo integrates with dozens of apps in order to capture these individual actions and turn them into mini-endorsements, which are shown as real time notifications to your other visitors. As such Fomo not only showcases other people’s activity and injects a sense of urgency but it also highlights bestselling products without being too pushy. Other behaviours captured include reviews, social media activity, event booking, and so on.

Connections with almost all of the most popular apps and platforms on the web are possible, such as Shopify, WordPress, Squarespace, Wix, Magento, WooCommerce, Eventbrite, HubSpot, Trustpilot and Zapier.

Oh and it does all this with one line of code.


Fomo features.

Multiple-sites

You can add unlimited sites to a single Fomo account, for no additional cost. Of course, they all count towards your pricing plan's notification count but I’m all for simple, transparent pricing.

Events

Events are any time a notification is triggered. It’s all of the purchases, leads, or signups from your connected integrations. Without these you’ve have no social proof on your site.

Templates

You have full control over the content and style of your Fomo notification. In addition to crafting the words shown, you can then fine tune the container by altering colours, padding, shadows etc – again, all without code.

Rules

Your ticket to customising what notifications appear where and when. You might want to hide notifications on certain pages (e.g. cart), disable them altogether on mobile, or to tailor them according to the page they’re on. You can also assign priority to rules that might contradict each other.

Analytics

Some measures (Impressions, Clicks, Engagements) come as standard. Connecting to Google Analytics will also track click-through conversions. The whole lot can then be pulled into Fomo’s Scorecard that will track ongoing performance against your goals.


Things to consider.

Excellent support

A lot of services boast about being code-free and think it eliminates the need for customer support. Fomo is incredibly accessible as a company and their support chat response times are seriously impressive. Onboarding assistance also comes in the form of video guides, a walkthrough and a handy cheatsheet.

 

Speedy snippets

When it comes to embeddable social proof tools, features are only half the battle. Plugins can significantly slow down the websites they appear on and any negative impact on user experience is usually punished with poor conversion. Fomo knows this and keeps its load light, ranking ahead of its competitor set in terms of snippet size.

 

$25 free ad credit

Fomo recently made to bold decision to delete their Facebook fan page in favour of building their own ad network to grow their business. It builds on top of Fomo, taking a live feed of orders or subscribers from your Shopify store, Mailchimp newsletter, Stripe billing, etc and turning them into engaging adverts. Complete with the usual targeting options. All new users to Fomo (including Trial users) get $25 free Fomo ad credit.


Fomo pricing.

Fundamental

14 day trial then
$39per month
  • 50,000 notifications /month
  • unlimited website domains
  • custom page rules
  • live chat support
  • roundup notifications
  • API access
  • active visitors counter
  • $25 free ad credits
  • 1-click machine learning

Plus

14 day trial then
$79per month
  • 250,000 notifications /month
  • unlimited website domains
  • custom page rules
  • live chat support
  • roundup notifications
  • API access
  • active visitors counter
  • $25 free ad credits
  • 1-click machine learning
  • phone support

Advanced

14 day trial then
$199+per month
  • 3,000,000 notifications /month
  • unlimited website domains
  • custom page rules
  • live chat support
  • roundup notifications
  • API access
  • active visitors counter
  • $25 free ad credits
  • 1-click machine learning
  • phone support
  • managed A/B testing
  • API support
  • Free optimisation

Registration to the free 14-day trial involves giving your card details upfront, but you can cancel anytime.


Verdict.

I’ll admit it. My short stint using Fomo turned me into a bit of a fanboy. Look at their testimonials and it’s clear I’m not the only one.

As a company it oozes personality. Honest copy. Humorous illustrations. Candid blog posts. It’s impossible to say the same for most SaaS companies, which mimic each other into brand oblivion.

As a marketing tool, its beauty is in its simplicity. Showcasing other visitor and buyer behaviour as social proof gently nudges those on the edge of converting. It doesn’t shout at you. It doesn’t beg for you not to leave the site. It doesn’t follow you around the web when you do. It’s just passing by to offer a nugget of helpful advice.

There’s no denying the obvious use case for Fomo is an ecommerce site featuring product purchases. However, with a bit of creative thinking it could transform conversion on all manner of websites, from charities seeking donations or volunteers, bands booking gigs, to consultancies seeking clients, conferences selling tickets or course builders promoting early access. Whatever your marketing goals, it’s an easy and effective means of achieving them.

Setup is straightforward as Fomo seamlessly integrates with your existing marketing stack. If I can make it work, so can you.

At $39 per month for the cheapest plan, Fomo isn’t cheap. But given its impact on conversion it should pay for itself many times over.

FOMO.COM

Founder of future-led marketing agency and start-up studio, Like No Other.