Once Dream Pairs established their Store, the next step was to optimize it. The marketing team found that using widgets like shoppable image, which uses rich lifestyle imagery featuring products in different settings, was effective at helping increase sales. With the shoppable image widget, you can choose to make any of the products in the image shoppable, enabling customers to click on the featured products to see basic information like name, price, customer ratings, and Prime availability. Shoppers can also add the product to their basket or navigate to the product detail page, enabling a smooth journey from inspiration to purchase in just a few clicks. Using video widgets, adding multiple pages, and creating deals sections can also encourage shoppers to engage with, and return, to your Store.
With different products on offer, Dream Pairs created engaging branded content that aligned with what their shoppers were individually searching. Each Store page had to be clear in its mission, whether to encourage users to make a purchase, browse deals, or learn more about the Dream Pairs story. The style of the Store is true to the overall brand message, with customized individual sections for each audience. For example, the children’s section is designed with lively and vivid assets.
The Store layout had to mirror the brand’s goals too, such as adding best sellers (like high-heeled shoes) to the homepage to simplify product engagement and purchasing.
When it came to Posts, the team discovered that posting three times daily has helped increase traffic to their Store and product detail pages. Dream Pairs uses posts to drive product awareness to their newly released products, and leverages their in-house creative design team to create engaging content. When preparing imagery for their posts, Sponsored Brands campaigns, and Store, the team relied on findings from carrying out A/B testing in A+ content placements to help ensure high engagement rates.