“Buy now” buttons aren’t a new feature; in fact, platforms like Pinterest and Instagram have been taking advantage of them for several years now. But did you know that they’re effective for more than just social media companies and big-brand businesses? If your eCommerce site isn’t optimized with a buy now or shop now button, you could potentially be missing out on a lot of money in sales.
You can even integrate your store with Pinterest and Instagram in order to create a space to present products to a target audience and allow easy access to your main website for additional user curiosity and return visits. In short, these features have the power to take your eCommerce business to the next level.
What is a buy button and why do you need one?
Buy buttons are links, similar to call-to-action buttons, that help streamline the checkout process for online shoppers. When a user clicks on a button, it takes them directly to a product page, checkout page, or shopping cart. These buttons are key in the fight against cart abandonment, which is a huge problem for eCommerce businesses. In fact, cart abandonment costs businesses an average of $4.6 billion dollars globally, and the average cart abandonment rate is 69%. So, chances are, whether you’re aware of it or not, checkout abandonment is affecting your business, and buy now buttons could be a good way to stop it. Click here for more info on how to improve your checkout conversion rate.
Why should you integrate your buttons with Instagram and Pinterest?
As mentioned above, Pinterest and Instagram are two of the more successful online businesses to implement buy buttons into their platforms. Pinterest’s feature is called “buyable pins” whereas Instagram uses a “shop now” feature.
Pinterest is an extremely valuable tool for eCommerce businesses; users can create boards of their favorite items, accessories, fashion, etc., all nested under a general theme of their choice. It is easily shared with their own followers. With this in mind, even if the first person to come across your product didn’t buy it but simply shared it with their followers, you are getting free social marketing, which could lead to several others being interested in the purchase that was shared. What Pinterest offers retailers that Google and other search platforms cannot is an incredibly targeted audience. Generally speaking, they also have less competition than they would have in the Google SERPs. By linking products for purchase, you can capture the attention and conversion of Pinterest users in your market.
Below is an example of what this might look like on the page and then once you click into the Pin:
Instagram uses a similar feature called “shop now”. Merchants have to opt-in to include a Shop Now button, but if they do users will be able to download an app or purchase an item they see in their feed immediately. The button allows users to click to shop by sending people to the eCommerce companies website, their app, or sign up for their mailing list. Just like with Pinterest, the actual shopping will not take place on the app itself but actually send you to the brand’s website. Even when you navigate away from the app, though, Instagram still saves all of your contact and shipping information when shopping and will translate that to the brand’s website checkout page, which makes for much easier and faster checkouts.
Hopefully, by now you see the value in integrating your eCommerce site with Instagram and/or Pinterest (based on your target audience), but remember that it’s still important to grow your follower base on the platform. Remember that the whole idea here is to get people to visit your site (step 1) and then convert (step 2), so the first thing you need to do is make them notice your site.
Don’t forget to test the button’s effectiveness and track the analytics
It’s important to test your buttons and then test them again before you let your site go live. Remember, users want a seamless customer experience, so if they go to click on a button and it doesn’t work correctly, chances are you’re going to contribute more towards shopping cart abandonment (and your site’s bounce rate) as opposed to less. Be sure to check your browser and device compatibility and your payment settings. It’s also a good idea to let a handful of users “test” the button and give you feedback on aspects such as size, color, and placement. Finally, make sure the button links to the correct page. There’s nothing more frustrating to a user than wanting to go to the checkout page and ending up on a product page instead.
After you’ve determined your button is effective, it’s time to let it go to work. But your job isn’t done! You need to continue testing its effectiveness by tracking the data. Tracking your buy now button isn’t that simple, because you have to track it across many different online platforms. Thankfully, Google Analytics offers a “cross-domain tracking function” to make this process a little bit easier. We highly recommend using it so that you can see exactly how effective, or not, your button is, and you can use the data to make changes to your marketing strategy.
A Social Commerce Revolution
Buy Now buttons truly transformed the way people shop online. They need to be a part of your internet marketing strategy, especially for mobile. Social media is all about connecting users with other people, but now it can also be for connecting people with brands and businesses. Shouldn’t your business be a part of that? Furthermore, social platforms want to make things easier for users, and for small businesses and eCommerce companies this means making shopping more readily available.