3 Tips For Improving the User Experience On Your Brand’s Social Media Pages and Website

For some, this was a seismic shift from offline to online. For others, this meant investing more time and resources into building up a virtual presence that already existed. And as any small business owner knows, the pivoting never stops. So we're providing you with tips to help you stay connected with your customers and exceed their expectations as you continue to optimize their experiences on your social media accounts and your website in 2021.

1. Use social media to highlight what makes your small business different.

Customers are eager to shop with stores that align with their values. A recent report from Facebook IQ shows that over the past few years, 56% of consumers across the globe say that it’s very important that the brands they buy from support the same values they believe in.

Here are a few examples of how you can highlight your values through your social media channels and within your stores:

• If you’re donating, volunteering or giving back to your community, communicate these stories with your followers and customers.
• Tout your handmade or locally sourced products, and share these messages within both your digital and physical spaces. Include your Facebook and Instagram handles on your in-store signage, and don’t forget to include your social media information on your website.
• Remind fans to tag your business in their posts and keep your community engaged by actively commenting on and reacting to their posts to continue the conversation.
• Give your followers a peek behind-the-scenes, like sharing a photo of inventory before it’s unboxed or asking your employees to create an Instagram Reel of a day-in-the-life while on the job, which you can post to your business’ Instagram page.

2. Optimize your mobile website experience.

According to another report from Facebook IQ, 79% of global consumers say that the experience a company provides is as important as its products and services. And the rapid acceleration to ecommerce introduced consumers to new ways of interacting with brands. For instance, Facebook Shops allows businesses to set up an online store for customers on both Facebook and Instagram. Companies can choose the products they want to feature from their catalog and then customize the look and feel of their shop. But, the consumer experience doesn’t stop there.

What happens after a user clicks on a product image from your Facebook Shop? It’s important to consider the user’s journey from social media to your site. For example, once a consumer clicks to your website’s product page to learn more, try to eliminate any points of friction.

Here are a few ways to make your website or your Facebook shop a powerful resource for consumers:

• To make it easy for consumers to learn more about your product, include multiple images of your product. Consider using images that help show the products in use, show different angles of the products, and show close-up’s of key product features.
• When it comes to a more detailed description of your products, be sure the font is large enough for people to read it on a small screen. People are used to scrolling on their phones, so use headers and bullet points so that product details are easy to skim.
• Consider what information someone who doesn’t know anything about your products would need to know first, and prioritize including this information first in your product description. Be sure you share similar information for each product so that consumers can easily compare the features and benefits of the different products you offer.
• Clearly and briefly explain who you are, what you do, and the different products and services you offer right on your homepage.
• Don’t forget to prominently include your contact information, and check those channels regularly. Better yet, let people know the fastest way to connect with you.
• Highlight reviews and testimonials from previous customers, which provide social proof and build trust for future customers. They can tell a powerful story about why a user should convert from a website browser into an online shopper.

3. Offer a variety of payment options for your customers.

Consumers expect more ways to do business with you. Flexibility and convenience are top drivers for mobile shopping experiences. Among those who browsed online while shopping in-store, 56% report doing so for an increased sense of confidence in their purchase decisions.

With a wealth of shopping options, brands can help empower consumers by creating seamless, mobile-friendly ways for them to switch between digital and in-store journeys. A few ways your business might do this include:

• Curbside pickup: More than two-thirds of consumers are saying that convenience, delivery time and delivery options are very important factors that influence their decisions on where to shop.
• Buy Online, Pick up In Store (BOPIS): 65% of global shoppers have used or are interested in using Buy Online Pick Up In-Store (BOPIS).
• Contactless payments: 37% of global shoppers want retailers to offer more contactless payment options and “click & collect.”

This is important because checkout is one of the most important pages on a website. With a primary objective of getting the customer down the purchase funnel, the checkout flow should be quick, intuitive and user-friendly.

The pandemic changed the way we do business, and it also changed consumers’ expectations. Continue to adapt your business model to use digital-first tools, stay consumer-centric and consider what changes could be most beneficial to you during your busiest seasons, like back to school, Halloween and holiday.