CONTENT STRATEGY FOR META’S COMMERCE PRODUCTS AND SERVICES
INSTAGRAM AND FACEBOOK SHOPS POST-PURCHASE EXPERIENCE
Challenges
Business Need: Shopify sellers on Facebook and Instagram didn’t have delivery dates on their product pages. UX research showed this was reducing conversions and negatively impacting sellers’ ROAS and Meta commerce’s overall GMV:
Meta needed a new feature within the existing sellers’ admin tools that would allow them to set delivery dates and be accountable for delivering on time
Sellers needed guidance on how to set reasonable delivery dates
User Need: Delivery dates are a key consideration for customer conversion and a good customer experience. Customers have peace of mind and confidence in their purchase if they know when their order will arrive.
Strategy & Solutions
Launched new feature enabling sellers to show customers estimated delivery dates, aimed at improving the customer experience and increasing conversions
Created in-app guidance and e-mail messaging strategy to educate sellers about the importance of accurate delivery dates and to instruct them how to navigate the new experience in their admin tools step-by-step
Defined, named and got company buy-in for a new metric, which helped sellers estimate accurate delivery dates
Just 1-month after launch, 10k+ sellers had adopted the feature