These days, you have to approach everything at a fast pace. Know that your target audience does not have enough time on their hands to consume lengthy content. Your content should be crisp, to the point, and yet attract people. This is where Google Web Stories come into play.

By now, we are all accustomed to Instagram and Facebook stories. They span over a few seconds. Users can flip through them with just a tap on the screen. Web Stories work similarly. However, unlike other social media platforms, Google Web Stories can be posted by a website on its own domain. Hence, these are used as an effective marketing and advertising strategy by multiple websites across the globe. Web Stories provide an option of plugging a CTA (call to action), and even AdWords by Google onto the story graphics or video. You can add your own audio too. Talk about being an all-in-one package, huh?

CTA of a ready-to-brew coffee brand.
A Web Story that engages the viewers with a quick question while also embedding a CTA for interested buyers

Why does your e-commerce brand need Web Stories?

As is the problem with most e-commerce brands, they fail to tap into the world of SEO (Search Engine Optimization). Web Stories can and should be used to make the most out of SEO. They help you to work up your SEO skills and reach. Additionally, Web Stories are trending. Hence, they have a high reach because such stories are made in a very casual, fun, and yet influential manner. Here are a few more advantages of using Web Stories.

Push for impulse buying

Since Web Stories are short and fleeting, they give the viewers a sense of immediacy. Customers feel the urgent need to click on the CTA button or the Web Story to check out what the e-commerce site has to offer. This impulsive urge to buy the product or service within a limited time attracts more traffic to your website.

Hop on the trend wagon

Being aware of recent trends is what will make your e-commerce site stand out. Stories, that generally stay on the web for 24 hours, can be seen on most social media platforms. With Web Stories, you can now bring this trend to your own website. Keeping up with recent trends attracts new customers besides maintaining existing ones. Further, it is only natural for Gen Z to be more prone to crisp and tappable audio-visual content than reading a lengthy product description.

Keep existing users engaged

Web Stories are usually short and fun to watch. These provide entertainment to your existing customers by engaging them in something quick and interesting. While these users go through your e-commerce website, the Web Stories are sure to catch their attention. These help existing users to realize that your e-commerce puts attention to detail and updates itself.

Engage multiple senses

Web Stories make use of both audio and video. This means that the customer engages his sense of both sound and sight. Studies show that a message is easier to remember when the audience receives the messages with more than one of their senses.

What are the various formats for a Web Story?

As an e-commerce site, you can use Web Stories to your advantage in any way you like. It cannot be emphasized enough that one size does not fit all. To attract your target audience, Web Stories can be modified into various formats. They offer the benefit of being used as:

Product description

It is no secret that product pages are an important part of your e-commerce website. Customers feel confident to buy or order a product or service only if it matches their checklist. With Web Stories, you can turn all product details into one video. These can also be close-up videos of the product.

Product description of a tulip plant pot or bowl.
A Web Story describing the product by including details like color, shape, dimensions, and uses

Product Installation / Usage Web Stories

These videos form an essential part of every e-commerce Web Story since they teach a customer how to use or avail their product or services respectively. These types of Stories work best for e-commerce brands with complex products or services or for brands that offer something new or unheard of.

These can also be used as:

  • guides on the various way that a product can be used
  • a way to show innovative ways in which certain people have managed to use the product
  • a method to give an ambiance to your product or service, as opposed to isolated images or just words
  • installation videos showing how your users should set up or execute the installation process of the bought product or service
Steps to prepare peeaberry coffee.
A series of Web Stories that show the step-by-step preparation of a coffee

Interactive Web Stories

Engaging customers is one way to drive new users to your site and keep existing ones. These can be done through entertainment, or even through basic two-way communication. Some of the ways you can use Web Stories as an interactive medium is as follows:

  • Quiz- These days, quizzes about product preferences are all the hype. Not only does such a quiz engage customers, but it also helps you to come up with products and services that better suit customers' needs. To put the cherry on the top, it also makes customers feel heard. Hence, quizzes form a great way to catch a viewer's attention, engage them, and direct them towards your e-commerce website's landing page.
  • Feedback- Every e-commerce website knows the value of customer feedback. Reviews form an important part of increasing the reach of your e-commerce website, especially through positive ones. However, customers often do not want to leave a review, after being satisfied with a product or service. The desire to leave feedback is generally seen when there is some sort of poor experience regarding a product or service. This gap can be filled with Web Stories. For instance, your Web Story can lead customers to fill out a feedback form or checklist that does not demand so much thinking as a written review does. Such feedback, in turn, helps to bring together the product page.
Customer feedback for a women's white ethnic wear.
Web Story showing a positive review from a satisfied customer where they were able to use a star-rating system. Sharing such remarks encourages viewers to check out your e-commerce website.

Founder Story

There is nothing like an engaging story for your viewers. This format deals with stories about how the product was made, how you came up with the idea for your e-commerce website, what is your vision and mission among others. If your e-commerce website has a great backdrop that viewers are bound to love and relate with, go on and use this format for your Web Story.

Bundles or Collections

Who said you can use Web Stories for a single product or service at a time? You can utilize Web Stories to the fullest by showcasing multiple products or services together. Such a format where more than one item is showcased together is known as a bundle or collection. This has the advantage of increasing the chances of driving customers to your e-commerce website by lifting the average check for all the listed products and services. This format can be used for the following purpose:

  • promoting a product or service. Including multiple products or services in a single Web Story can be seen as a promotional technique. For instance, upon the launch of a new product line, all the products or different available color models can be portrayed together in a Web Story. Do not forget to embed the CTA button so that when customers click on it, the Web Story leads them to a given page of your e-commerce website.
Black and white small and extra-small planters with succulents.
A bundle style Web Story for the sale of different sizes of plant pots

What are the best ways to leverage Web Stories?

Let's cut to the chase - you have to be as current as possible. Forget all the rules you knew about traditional marketing methods. Web Stories have made their way with an immense demand for catching the attention of people, and they are here to stay. Wondering how to make the most out of this feature? We have curated a list of the top three hacks to hit the bullseye with your Web Stories.

Tell a tale

Stories have drawn people's attention like a moth to a fire, since the beginning of time. As humans, we look for a good story to relate to. Make sure that you present a unique tale, yet your audience can relate to it. Your story should stir up something within those watching it. Moreover, it should have a lingering effect on them that would lead them to take an action.

Engage influencers

If you are going to present the story as people do on social media, you better do it right. Influencers are very popular on Instagram right now. Getting your hands on a handful of influencers with heavy traffic will automatically promote your brand, as thousands of people are watching these influencers day in and day out. Moreover, collaborating with influencers will make you a part of the trend with the snap of a finger. After all, who does not like to be cool and famous?

KISS

Yes, you read that right. It stands for "keep it short and simple", silly! This should be your motto while creating a Web Story. Did you know that the average person has an attention span of merely eight seconds? That is less than the attention span of a goldfish! Hence, the Web Story should be short, engaging pieces of audiovisual content. You should never give away everything with just one story. To induce the perfect CTA, the story should leave the audience wanting more.

Conclusion

All of us have a story to tell. Some are funny, some are heartbreaking; some make your heart skip a beat, some remind you of a time long gone; some stories can make you recall how sunshine felt on your skin three summers ago, some call for melancholy. It is now possible for your e-commerce site to get all these stories out there for a million minds to experience, by leveraging Google Web Stories. Whatever your story is, be sure you make it count.