UX designers talk a lot about efficiency. Saving consumers’ time with fewer clicks helps lower bounce rates. Incorporating shoppable content into pictures or video adds a new dimension to this strategy.
Here are three ways shoppable content transforms passive users into engaged customers.
1 Increases efficiency
Shoppable content saves time by simplifying and shortening the path to purchase. When you embed metadata in your product picture or video, your customers can interact immediately. They see a detailed picture of the item and the essentials, such as the price and brand, without leaving the picture or video.
The consumer feels empowered and in control. If they want to know more – Is it available in my size? Does it come in other colours? – then they can click for more detail.
Shoppable content provides relevant product information to interested customers – when and where they need it. This eliminates interruptions and improves efficiency. When your customer no longer has to look up the price or brand, they can go straight from inspiration to action. When they see something they like, they can buy it in a seamless journey.
2 Overcomes buyer hesitation
Contextual inspiration is a hugely powerful antidote to inertia. When customers see an item of clothing worn by a celebrity or influencer, or placed in a context they identify with, it engenders a feeling of confidence. This alignment with their lifestyle, values or aspirations reassures them that buying the product is the right choice for them.
Including multiple complementary items also boosts the contextual element. Customers can see a complete outfit or room setting and hover over numerous products. They might be drawn in by one item, such as the jacket, and then be inspired by the shoes or bag.
The essential point is that the customer is always in control. They are inspired by the authentic contextual setting and choose to interact with your product. It’s not about being pushy or obviously salesy.
With this shift from functional to contextual online customer experiences, many of our clients find they’re using hundreds of pictures and videos a month in their content strategy. Our AI efficiently enriches these visuals with metadata. Everything is checked for accuracy before publication – and that checking is training the AI to be more even more efficient in the future.
3 Delivers greater insight
Shoppable content creates more engaging, efficient customer experiences. But it also enables more effective performance measurement. It gives brands and publishers data-based insights into the efficiency of their content and the authenticity of their social media influencers.
Our Customer Management System (CMS) algorithms generate that invaluable data. Every picture or video and every individual product featured in those content pieces is measured at each stage of the conversion funnel. This gives insight into which content and items are working hardest.
You may feature 100+ products over 10 or more pieces of content but we will still be able to show you which had the most reach, impressions and buys. With continuous A/B testing, brands can develop more efficient conversion funnels and update and optimise their content strategy. You’ll also have insight into the relative performance of your portfolio of social media influencers.
Want to see an example of interactive content being put to great use? Take a look at Belgian fashion, beauty and lifestyle website Belmodo.be!