Retail, and how people prefer to shop, is constantly changing. Whether it’s through new habits like buy online, pick up in-store (BOPIS), or more traditional methods like brick and mortar or ecommerce—there’s always room to upgrade the status quo and meet your customers where they are. And there’s no place with more potential customers than on social media. In fact, shopping on social networks such as Facebook, TikTok, and WeChat is going to grow three times faster than sales from traditional channels over the next three years.
This means that optimizing your social channels for commerce is more than just a good idea. Not doing so leaves money left on the table and a missed opportunity to delight your customers. In this post, discover how you can optimize your social commerce strategy with real feedback from potential customers. By the way, we have templates for doing so too.
Why focus on social commerce?
Gone are the days when social media is used by businesses as merely an advertising channel. Now, social media platforms are emerging sales channels that drive not only product discovery but also transactions—enabling shoppers to purchase at the moment of inspiration. But don’t take our word for it. Social commerce sales are predicted to value $605 billion by 2027.
Moreover, 91% of executives anticipate their company’s social media marketing budget will increase over the next three years, and the majority expect it will increase by more than 50%.
It goes without saying, but there are few places worse to find yourself than left in the dust. So depending on where you are in your social commerce strategy, there’s an opportunity to better understand your customers’ evolving expectations, expand commerce to your social channels, and/or optimize your current experience.
From overall CX to testing messaging and content, there’s always room to build more personalized experiences for your customers—especially on social media.
Leverage a UserTesting test template to elevate your social commerce strategy
To many, getting feedback from potential customers sounds like a lot of work. Something that’s expensive. Time-consuming. Reserved for bigger initiatives than social. However, it doesn’t have to be any of those things.
At UserTesting, we understand the importance of needing to understand how new technologies, trends, and market conditions impact customer behaviors. And social commerce is no different. That’s why we’ve developed test plan templates that focus on social commerce and enable you to collect fast, opt-in feedback in the form of video recordings.
Our pre-built test templates for social commerce are designed by research experts and can be customized to fit your exact testing requirements. As part of this launch, we have templates that help you:
- Understand the customer’s experience as they move from a social media post to an e-commerce website
- Engage more authentically using feedback from customers to improve your social media posts, stories, and video content
- Optimize digital channels for ecommerce (Facebook, Instagram, Pinterest, Twitter, TikTok, and WhatsApp)
- Troubleshoot conversion pain points
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