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Integrating Web Stories to boost your e-commerce website

May 29, 2024

What are web stories?

While Stories on social networks offer ephemeral content that is compartmentalised across platforms, Web Stories are emerging as a long-term, SEO-optimised alternative. Web Stories can be integrated into any website, enabling brands to distribute engaging multimedia content (photos, videos, texts, quizzes, polls) while benefiting from increased visibility in Google search results. Unlike Stories on social networks, Web Stories can be indexed by search engines, helping to improve the natural referencing (SEO) of websites that adopt them.

Key distinctions :

  • Deployment: Web Stories on the open web vs. Stories confined to social networks
  • Durability: Permanent content vs. ephemeral format (24 hours)
  • Referencing: SEO optimisation vs. no indexing

Why web stories matter in e-commerce

Web Stories are a powerful tool for boosting brand visibility and engagement.

Web Stories are an effective alternative to Stories on social networks, offering brands a sustainable, SEO-optimised solution. Web Stories can be integrated into any website and can be used to distribute engaging multimedia content (photos, videos, texts, quizzes, polls), while at the same time benefiting from increased visibility in Google search results.

Advantages of Web Stories :

  • Increased visibility in Google search results
  • Increased user engagement
  • Fluid, immersive user experience
  • Versatile format (photos, videos, text, quizzes, polls)
  • Total control over content and distribution

In short, Web Stories are a powerful tool for brands looking to strengthen their online presence, improve their SEO and engage their audience over the long term.

A YouGov study released in October 2021 found that 61% of 18-34-year-olds in France consider video content—such as explanatory videos, tutorials, tests, unboxings, and feedback—crucial for navigating the online purchasing process. Given the surge in mobile traffic, it’s vital to ensure that the video format is optimized for mobile devices and does not hinder site performance.

So we're helping a number of e-tailers. They deploy Web Stories directly on their product sheets. This enables them to create a powerful experience of reassurance, at a key point in the buying process, designed for mobile and based around video.

Real-life use cases:

  • Enhanced product presentations
  • Mastered unboxing experiences
  • Event coverage
  • Internal communications

Promoting your e-commerce website with web stories

Web Story format brings brand content strategies three key elements :

  • Content that is truly designed for mobile, immersive and visual.
  • Harmonisation between the content deployed on social networks and that on brands' mobile sites and applications.
  • Humanising and reassuring content that answers all the main questions for e-tailers.

In an era dominated by e-commerce, standing out amidst the digital clutter is paramount for brands seeking success. As acquisition costs rise and competition intensifies, the focus shifts to enhancing conversion rates, increasing cart additions, and driving traffic to websites. Striking a balance between Direct-to-Consumer (D2C) channels and distributor sales becomes crucial.

The solution lies in leveraging video content and widgets as tools for reassurance and conversion throughout the purchase journey.

On average, we improve conversion rates by 2.5 points on mobile.


1. Improved SEO

How it boosts conversion:

  • Higher visibility: Web Stories often appear in prominent positions on search engines, such as Google Discover, which increases the chances of attracting organic traffic.
  • Better ranking: Web Stories are optimized for speed and mobile-friendliness, which are critical ranking factors for search engines. This can lead to higher rankings and more visibility.
  • Rich snippets: Web Stories can appear as rich snippets in search results, offering a visually engaging preview that encourages clicks.

A Web Story showcasing a product’s features and benefits can rank higher in search results, attracting more potential buyers to your eCommerce site.

2. Increased user engagement

How it boosts conversion:

  • Interactive content: Web Stories are highly interactive, encouraging users to engage with the content through taps and swipes.
  • Retention: The immersive format of Web Stories keeps users on your site longer, increasing the likelihood of them making a purchase.
  • Calls to Action: You can embed clear and compelling calls to action within Web Stories, guiding users toward completing a purchase.

An engaging Web Story that includes user testimonials and direct links to product pages can keep users interested and lead to higher conversion rates.

3. Fluid and immersive user experience

How it boosts conversion:

  • Seamless navigation: The swipeable nature of Web Stories provides a seamless browsing experience, reducing friction in the user journey.
  • Mobile optimization: Web Stories are designed for mobile devices, ensuring that users have a smooth experience regardless of the device they are using.

A fluid Web Story experience can guide users through a product’s features and benefits in a narrative format, making it easier for them to understand and appreciate the product, leading to higher sales.

4. Versatility of format

How it boosts conversion:

  • Multiple uses: Web Stories can be used for various purposes such as product demos, customer testimonials, and behind-the-scenes looks, catering to different stages of the buyer’s journey.
  • Adapting to trends: The format is flexible enough to incorporate current trends, making your content more relevant and engaging.

A Web Story series that includes product demonstrations, customer reviews, and limited-time offers can appeal to users at different stages of the purchase funnel, enhancing conversion opportunities.

5. Full control over content and delivery

How it boosts conversion:

  • Customization: You have full control over the appearance and delivery of your Web Stories, allowing you to tailor them to match your brand and messaging perfectly.
  • Direct links: Web Stories can include direct links to product pages or special offers, providing a straightforward path to purchase.

A branded Web Story with consistent visuals and direct links to product pages or discounts can create a cohesive and compelling narrative, encouraging users to make a purchase.

Boosting Web Story search visibility: why Google compatibility matters!

For brands, getting their Web Stories noticed in search engines hinges on using a tool that works seamlessly with Google's technology. Here's why:

Prioritized Web Stories: Google tends to favor Web Stories that meet specific criteria, such as:some text

  • Engaging Mix: Videos complemented by text create a richer experience.
  • In-Depth Content: Stories with several pages (around ten) offer more value to viewers.
  • Search Relevance: Content that aligns with user searches has a higher chance of ranking.

By choosing a Google-compatible tool, brands ensure their Web Stories are optimized for these factors, increasing their chances of appearing in search results.

Boost your e-commerce conversion with web stories

By leveraging these advantages, you can create a compelling and engaging user experience with Web Stories that not only attracts more visitors but also converts them into loyal customers.

In a nutshell, to improve your add-to-cart conversion with web stories, you can:

  • share across social media platforms
  • Integrate web stories directly in your product page
  • Collaborating with influencers and your community to share UGC