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Shopify joins Facebook’s cryptocurrency Libra Association

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After eBay, Visa, Stripe, and other high-profile partners ditched the Facebook-backed cryptocurrency collective, Libra scored a win today with the addition of Shopify. The ecommerce platform will become a member of Libra Association, contributing at least $10 million and operating a node that processes transactions for the Facebook-originated stable coin.

If Libra manages to assuage international regulators’ concerns which are currently blocking its roll out, Shopify could gain a way to process transactions without paying credit card fees. Libra is designed to move between wallets with zero or nearly-zero fee. That could save money for Shopify and the 1 million merchants running online shops on its platform.

Shopify stressed that helping merchants reduce fees and bringing commerce opportunities to developing nations as reasons it’s joining the Libra Association. “Much of the world’s financial infrastructure was not built to handle the scale and needs of internet commerce” Shopify writes. Here are the most critical parts of its announcement:

“Our mission is to make commerce better for everyone and to do that, we spend a lot of our time thinking about how to make commerce better in parts of the world where money and banking could be far better . . . As a member of the Libra Association, we will work collectively to build a payment network that makes money easier to access and supports merchants and consumers everywhere . . . Our mission has always been to support the entrepreneurial journey of the more than one million merchants on our platform. That means advocating for transparent fees and easy access to capital, and ensuring the security and privacy of our merchants’ customer data. We want to create an infrastructure that empowers more entrepreneurs around the world.”

As part of the Libra Association, Shopify will become a validator node operator, gain one vote on the Libra Association council, and can earn dividends from interest earned on the Libra reserve in proportion to its investment, which is $10 million at a minimum.

The Libra Association had lost much of its ecommerce expertise when a string of members abandoned the project in October amidst regulatory scrutiny. That included traditional payment processors like Visa and MasterCard, online  processors like Stripe and PayPal, and marketplaces like eBay. That threw into question whether Libra would have the right partners to make the cryptocurrency accepted in enough places to be useful to people.

As it works to convince regulators Libra is safe, Facebook has been working on its other payment plays, including Facebook Pay and WhatsApp Pay that rely on traditional bank transfers or credit cards.

Shopify’s CEO Tobi Lutke tweeted that “Shopify spends a lot of time thinking about how to make commerce better in parts of the world where money and banking could be far better. That’s why we decided to become a member of the Libra Association.”

“We are proud to welcome Shopify, Inc. (SHOP) to the Libra Association. As a multinational commerce platform with over one million businesses in approximately 175 countries, Shopify, Inc. brings a wealth of knowledge and expertise to the Libra project” writes Dante Disparte, the Libra Association’s Head of Policy and Communications. “Shopify joins an active group of Libra Association members committed to achieving a safe, transparent, and consumer-friendly implementation of a global payment system that breaks down financial barriers for billions of people.”

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A recent hire further tied the two companies together. Facebook’s former lead product manager for its payment platform and billing teams Kaz Nejatian in September Shopify’s VP and GM of money.

Operating an ecommerce store can be difficult or impossible without a traditional bank account that can be tough to attain in some developing countries. Libra could allow these merchants to establish a Libra Wallet where payments are sent instantly, without steep credit card fees, and in theory could be cashed out at local brick-and-mortar establishments or ATMs for local fiat currency.

Shopify’s credit card readers

But for any of that to happen, the Libra Association will have to convince the US government, the EU, and more that it won’t help terrorists launder money, hurt people’s privacy, or weaken nations’ power in the global financial system. “The French Finance Minister Bruno Le Maire said, “the monetary sovereignty of countries is at stake from a possible privatisation of money . . . we cannot authorise the development of Libra on European soil.”

Libra was initially slated to launch in 2020. We’ll see.

Here’s the full list of Libra Association members:

Current

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Facebook’s Calibra, Shopify, PayU, Farfetch, Lyft, Spotify, Uber, Illiad SA, Anchorage, Bison Trails, Coinbase, Xapo, Andreessen Horowitz, Union Square Ventures, Breakthrough Initiatives, Ribbit Capital, Thrive Capital, Creative Destruction Lab, Kiva, Mercy Corps, Women’s World Banking

Former members

Vodafone, Visa, Mastercard, Stripe, PayPal, Mercado Pago, Bookings Holdings, eBay

TechCrunch

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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