Yesterday's TikTok E-commerce webinar covered a lot of ground + reaffirmed the wild opportunity + potential for everyone on the platform.
Here are my key takeaways!
Here are my key takeaways!
On the path to purchase:
- TikTok's purchase path does not fully align with the traditional linear 'funnel' structure with a clear entry and exit point.
- TikTok's purchase path does not fully align with the traditional linear 'funnel' structure with a clear entry and exit point.
Think of this path more like an infinite loop, with unlimited touchpoints for brands to present their products. The key to success here is the output of hyper-relevant content in order to build better consumer-brand relationships.
The pipeline from discovery to purchase can happen extremely fast on TikTok, often happening in sync (on the right ad).
...an interesting concept which I've seen previously discussed by @WARCEditors in an excellent whitepaper outlining the impact of community commerce on purchase behaviour.
@WARCEditors On Website Optimisation:
- It takes on average 7-14 clicks to make a purchase (1 on your ad). Think about how you can optimise your product pages for the fewest possible steps to purchase.
- Try to increase AOV with bundles / upsell apps.
- It takes on average 7-14 clicks to make a purchase (1 on your ad). Think about how you can optimise your product pages for the fewest possible steps to purchase.
- Try to increase AOV with bundles / upsell apps.
@WARCEditors Customers shouldn’t need to leave the product page in order to find any more info. A great example of a well optimised product page is remarkable.com:
- Clear CTA
- Customer reviews for social proof
- Proactive in answering hesitations before they arise (shipping)
- Clear CTA
- Customer reviews for social proof
- Proactive in answering hesitations before they arise (shipping)
@WARCEditors On TikTok in the real world:
"As Seen on TikTok" has huge applications across platforms + in the real world. Whether it's a collection page on your website or a book shop with a section for #BookTok, the platform is driving cultural trends.
"As Seen on TikTok" has huge applications across platforms + in the real world. Whether it's a collection page on your website or a book shop with a section for #BookTok, the platform is driving cultural trends.
@WARCEditors Buying products inspires content creation.
Word-of-mouth spreads like wildfire on TikTok with 1 in 5 customers making how-to / tutorial videos on TikTok after buying a product.
With this in mind, present products in a way that will make customers want to copy or create.
Word-of-mouth spreads like wildfire on TikTok with 1 in 5 customers making how-to / tutorial videos on TikTok after buying a product.
With this in mind, present products in a way that will make customers want to copy or create.
@WARCEditors Will drop a separate thread for creative best-practice as a lot was covered there too 💪🏼
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