Connecting a moment of inspiration on mobile to a place of purchase can be challenging. Just ask the team at Diane von Furstenberg’s DvF.com. The global luxury brand ran the numbers — finding that mobile traffic and mobile sales didn’t match up. It’s a familiar problem in e-commerce. You try to entice someone to your site from social, but the process is filled with friction. Or customers want to buy on mobile but the small screens and annoying forms lead them to abandon their purchase.
In a recent Glossy article, Senior Reporter Hilary Milnes detailed how DvF.com tackled the problem. After a major rebrand (complete with a new logo and designer) they overhauled the e-commerce site using artificial intelligence to tailor content to each specific user. For example, if a user recently bought a pair of jeans, they’ll be shown shoes or accessories that complement those jeans.
Felipe Araujo, the head of e-commerce at Diane von Furstenberg said in the article that they made the change because the “transition between discovering and shopping needs to be a lot easier.” Nate Dierks, director of technology at cosmetics brand ColourPop was also interviewed, and echoed Araujo’s sentiment: “The biggest thing about mobile shopping right now is if you don’t know what you’re looking for, discovering that is really difficult.”
At Curalate, we’ve been working for years to develop solutions that foster discovery and allow brands to sell more effectively online. While personalized recommendations on-site are a good start for DvF.com and ColourPop, we think a solution like Curalate Showroom would take their e-commerce platforms to the next level.
Showroom turns any image or video into an online storefront in seconds. Say the brands share an image on Facebook, for example, the Showroom experience will not only show a shoppable version of the original image in the post, it’ll also show recommendations and related items to introduce people to products they never knew existed. In fact, 80% of the clickthrough traffic from Showroom is for products we recommend vs. the products actually tagged in the post. That means qualified traffic to your site, significantly increasing the chances that a consumer makes a purchase.
Araujo also discussed the difficulty in driving sales through Instagram posts, even when native shopping tags are enabled.
Instagram, in particular, has proven to be a black box when it comes to driving direct sales through brand posts. Even though the platform added shopping tags last year, sending users to brand sites directly from posts for the first time, the results were disappointing, said Araujo. On an Instagram post that got 4,000 likes, for instance, about 100 people actually clicked through to see product details. Only about 10 people then clicked through to the actual site.
At Curalate, we see that people tend to use Instagram shopping tags as a price check rather than a discovery or shopping experience. But coupled with Like2Buy — our solution that helps brands drive traffic and revenue from Instagram — posts with shopping tags see a huge boost. When used concurrently, customers see 90% of their Instagram revenue come from Like2Buy, and experience a 3x increase in clickthrough rate.
Later in the Glossy article, Dierks said brands need to realize that mobile product discovery is happening “outside of the brand’s four walls,” and make proper adjustments. He also argues that brands “won’t be building out new apps anytime soon.”
We couldn’t agree more. Discovery is happening in social platforms and the clickthrough traffic is getting directed to e-commerce sites that aren’t optimized for mobile and aren’t equipped to respond to the customer. That’s why mobile bounce rates are so high and the percentage of mobile traffic doesn’t reflect the percentage of where purchases happen.
Instead of a “build it any they will come” mentality, smart brands are subscribing to the core principles of distributed commerce which is that people buy where they are — more and more that means buying in social, email, ads and other places online.
The bottom line? Personalization on e-commerce is a great start, but increasing awareness and qualified traffic will really drive conversions.
Interested in learning more about how Curalate can help you brand foster discovery and sell more effectively online? Contact sales today. On average, our clients achieve: 79% increases in time-on-site, 16% jumps in average order value and 31% increases in conversion rate.