Thursday, August 16, 2018

Swipe Up for Great Mobile Experiences

If you’re a marketer, you know that Instagram is so much more than just a place to see your friends’ lives in little squares–it’s one of today’s most powerful marketing tools!  Now, Instagram has over 800 million users, and many of them have turned what used to be a social platform into their main source of income. When brands noticed the power that came with a trusted network of loyal followers, influencer marketing was born.  And the recent addition of a “Swipe Up” CTA in Instagram Stories makes getting users to your mobile landing pages as easy as a quick flick of the thumb! With the Instagram influencer market becoming more and more saturated (it’s already a $1 billion industry), how can you ensure that your users that “Swipe Up” will end up doubling down and buying your products?

It’s All About the Mobile Landing Page
Let’s be honest…what good is a clickthrough if it doesn’t result in a conversion? Your influencers are in charge of getting  users to “Swipe Up”, but that conversion? It’s on you! In order to make sure you’re getting the most out of your Instagram influencers,  make sure you’re equipping them with a mobile landing page that will get the job done. Here are a few tips to nab that conversion and create brand loyalists along the way!

Make It Fast
It’s a stat worth repeating–over half of mobile users say they’ll abandon a page if it takes more than three seconds to load. If you were to check your page speed right now, you might be shocked at how high the number is; The average mobile landing page load time is a whopping 22 seconds! So, how can you ensure your page is as fast as possible? Consider building your mobile landing page as a Progressive Web App (PWA)–it’s a lightning fast mobile web experience that has an average load time of less than one second. And, brands who are switching their eCommerce sites over to PWAs are seeing major decreases in bounce rates and increases in conversion.

Make It Engaging
Think of all the times you as a consumer have clicked on a super-specific CTA, only to land on the site’s homepage. It’s a guaranteed lost conversion, and not to mention it leaves the user hesitant to click through on your brand’s CTAs in the future. In order to provide an engaging experience, make sure the page your user lands on is completely relevant to the CTA. If you prompted your influencer to try one of your new products on an Instagram Live Story, make sure the landing page you provide them with is specific to that product.

Make It Personal
This is the perfect opportunity to leverage some dynamic content to make your experience really shine. The good news? You know a lot about the user already based on where they “Swiped Up” from! Create mobile landing pages that will dynamically populate based on which influencer’s account brought them there. If one of your influencers is known for her fun and bright Instagram feed, play off of her aesthetic and make your mobile landing page bright and cheery. Or maybe one of your influencers has a large following because of her jam-packed travel schedule, so your mobile landing page can suggest products that will play up to travel-savvy shoppers.

Make It “Wow”-worthy
Ok, you know they’re on your mobile landing page…so why not throw in something that will make them stick around? Consider leveraging some new tech, like AR product try-ons or fun product demo videos. You could even allow users to spin a prize wheel or play a game that allows them to unlock special deals and coupons. The more creative you get with your experience, the more likely you’ll be to land that sale.

Influencer marketing isn’t going anywhere, so it’s time to make sure your “Swipe Ups” are resulting on some major sales It all starts with a stellar mobile landing page.