But the growing popularity of social shopping doesn't mean your in-house e-commerce website is any less important. In reality, omnichannel shopping attracts more people to your website and your brand. As Square highlights (as featured in BigCommerce), social channels are just one element within a brand’s ecosystem. The omnichannel nature of modern-day retail connects the dots between all brand channels — the online store, the brick-and-mortar store and social media channels — keeping customers engaged in the brand’s ecosystem for longer.
Around 75% of consumers rely on social media to find new product recommendations. When brands are on social, they benefit from increased brand awareness, which drives more people directly to their site at later stages of the buyer’s journey – whether at the point of the initial conversion or once a customer has become a brand advocate post-purchase.
This seamless integration between channels typically brings more traffic to a website. Sixty percent of stores say they’ve gained new customers thanks to social media. Many stores note that this is because of an influx of traffic and higher SEO rankings as a result. Make sure you’re ready for the influx of traffic — don’t neglect your website; make it the cornerstone of your omnichannel strategy with a great online shopping experience. Here’s how.
Make Your Site Search a Breeze
An enjoyable online shopping experience depends largely on how easy your site is to navigate. Help visitors find exactly what they are looking for by meeting and exceeding their expectations for on-site search. Unfortunately, search results from site search boxes typically fall short. In one report, 70% of sites required users to search the exact product type or name used by the site to pull up results.
Despite the rise of social commerce, many shoppers still head directly to a company’s website to find the product they are looking for. Econsultancy reports that visitors who use on-site search are typically in late-stage buying mode (they may have originally discovered your brand on TikTok or Facebook but finally decided to head to your website to make a purchase). On-site conversion rates through site search are 50% above average compared to other shopping platforms. So make sure your shoppers can find what they’re looking for.
Create Detailed Filters and Facets
Like most e-commerce stores, you should offer basic filters, such as color and size. But think bigger, too. Go beyond these simple filters to give your visitors the uncapped freedom to find exactly what they’re looking for based on their personal style preferences. You can do this by adding depth to the attributes in your product catalog that reflect both subjective style preferences and objective products features.
At Lily AI, we use advanced computer vision and AI to automatically identify the unique features of each item in your catalog, including granular details on the fit, style and design — from the hemline of a dress to the style of sleeves on a sweater. You can use this enhanced, deep product data to refine filter options and make it easy for visitors to find the unique products that speak to their style.
Impress Visitors With Attention-Grabbing Product Pages
With 55% of people spending less than 15 seconds on a page, your product pages have to impress instantly. Killer product photography will pique your customers’ interest on social media. Once they land on your site, your product photography should continue to impress — or you risk losing your site visitors. Feature high-quality photos that showcase the products from every angle. In addition, videos of a product will help visitors conceptualize how they might use it or how it might look when they wear it.
What about your copy? Detailed product descriptions are reportedly one of the biggest factors in whether a page view converts to a sale. Your copy should be engaging and talk up the main features or benefits of the product. Use an active, attention-grabbing call to action — such as “Buy now” or “Take me to checkout!”
Keep Your Prospective Customers Happy Online
Social commerce doesn’t negate the importance of your website when it comes to increasing your e-commerce sales. For a brand with an omnichannel e-commerce strategy, both your site and your social media channels are important elements of your online presence — working together to create an engaging experience for your customers.
It pays to invest in your site’s user experience, from easy navigation to killer product pages. But don’t discount the importance of your on-site search functionality either. Get in touch with Lily AI today to learn how we can help you dig deeper into who your customers are with better product data.