The new online consumer is increasingly mobile, multitasking, and social.
They’re on the go, dealing with a hundred things at once, and deeply connected to and influenced by their digital social networks…
As consumer habits evolve, retailers face new challenges for reaching and engaging potential customers, but these developments also open a wide door for huge gains, especially on social media.
In this post, we’ll explain these new challenges and the data behind them and outline three simple steps to harness the changing internet consumer landscape in your favor.
By focusing on mobile, optimizing your checkout process, and leveraging two of the most powerful mobile platforms: Instagram and Pinterest, your social commerce strategy can really soar.
Ready?
Data from Yotpo shows that 48% of eCommerce traffic comes from mobile, with industries like fashion experiencing closer to 60% mobile traffic. Furthermore, 46% of purchases are made on mobile devices, meaning your mobile shopping and checkout experiences must be easy, intuitive, and user friendly, from visual merchandising to gathering and displaying reviews.
In other words, if your business’s mobile shopping experience and social presence is not optimized, you are under-serving (and possibly losing) at least half of your potential customer base.
Or, look at it this way: step up your game and you’ll double your eCommerce clientele!
On mobile, people are bombarded with distractions trying to take their attention away from you. In order to succeed, you need to help customers complete their purchases quickly, before their next e-mail notification pops up… or their name is called at Starbucks.
In fact, Baynard calculated that an average of 69% of all online shopping carts are abandoned before completion of purchase.
According to a study by Business Insider, the most common reasons customers fail to complete a purchase are:
ere are a few simple tips on how to optimize checkout to reclaim those 65%!
You probably already know that Instagram is a powerful tool for cementing your brand and interacting with your customers. But have you taken the next step in making your Instagram a seamless extension of your eCommerce store?
It’s time to learn how to sell on Instagram.
There are three key elements to keep in mind when starting your Instagram shop:
Check out how PuraVida Bracelets’ Instagram captures their brand essence even in a snapshot of their feed:
A variety of the brand’s products are shown in the context of their target customers – traveling, at the beach, passport and fruity drink in hand.
Many businesses’ attempts at Instagram amount to one product shot after another, but the image above shows how much more powerful it is to tell your brand’s (and customers’) story with your image choices, and in doing so, create a compelling shopping environment.
For example, the #CastMeMarc campaign, which entered selfie posters with the tag into a modeling contest, inspired 12,000 posts in the first 24 hours! Get creative in how you involve your followers in your brand and you can earn yourself an influx of highly engaged exposure.
Check out more of the latest & greatest Instagram marketing tips to sharpen your strategy even more.
Pinterest should be one of your social media secret weapons, because it was designed for the widespread sharing of buyable products. In fact, according to a study by Shopify, 93% of Pinterest users access the platform to plan purchases.
The same research shows that an average of 2 million people pin products on the platform each day, which is 20x the traffic of the Mall of America!
Therefore, it’s important that you polish up your Pinterest marketing strategy to take advantage of this sizeable, primed market. Pinterest users are already on the platform trying to find items to purchase: products that will meet a pain point, elevate their everyday experience, or just be a great gift. In other words, they’re looking for you!
Make it easy for them with these simple tips:
They usually showcase their higher-priced products and buyable. Why? Shopify’s research showed that the AOV (average order value) on Pinterest was $50, the highest of all social media platforms. That means Pinterest is the perfect place to showcase your items with a higher price point.
In short: Social commerce is a huge opportunity for your brand to grow and thrive in the modern retail landscape. With such high potential rewards, comes many important considerations if you’re going to make the most of this new era of shopping.
If you’re looking for more social commerce strategies, check out Yotpo and Nosto’s webinar on how to sell more on social.
This article was originally published at Nosto.com, by author Ruthie Berber.
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