Gianni Casagrande

From Post To Purchase In Two Taps With Instagram Shopping

In a world where the consumer expects a more seamless shopping experience than ever before, shopping directly via social media is naturally the next step from shopping through a retailer’s website or mobile app.

While social media has long been viewed as an invaluable brand awareness and engagement tool, conversion is a recurrent issue; how to successfully turn likes and retweets into measurable sales?  Instagram may now have brought UK retailers a solution to this problem with shoppable posts, which take customers from post to purchase in just two taps.

While Instagram previously did not allow links to be placed in pictures or captions, a recent update now allows products to be “tagged” in posts. Tapping a tag brings up key product information such as brand names and prices, and a further tap takes users straight through to the associated product page on a retailer’s website, where they can make a direct purchase.

Considering that UK retailers have an average Instagram reach of 2.25 million, Instagram shopping creates tremendous growth opportunities for businesses that can take full advantage of this new trend.

Our Social Media Strategist, Gianni Casagrande, has highlighted 4 key steps to utilising this new tool to grow sales!


1) Optimise mobile site speed

Once users arrive on site via shoppable posts, it’s critically important for brands to ensure that their site loads quickly to maximise conversion rates. One in two consumers now expect a mobile site to load in less than two seconds, and conversions can drop by up to 20% for every additional second.

To increase site speed there are a number of quick-win tactics that can be employed, such as optimising resource-heavy product images, structuring the HTML to load visible “above the fold” content first, and reducing server response times to under 200ms.


2) Checkout is crucial for conversions

Considering Instagram shopping takes users directly to the product purchase page, it is also imperative to ensure that the checkout process is fully optimised to limit basket abandonment!

While many best-practice principles for traditional desktop checkout design will also apply to mobile – for example prioritising speed, simplicity, and security – mobile checkout design also brings extra design considerations such as making sure buttons and text fields fit within the confines of a mobile screen and allow for easy scrolling.


3) Never “overload” customers

Instagram allows retailers to tag up to five products in posts with a single photo, and up to 20 tags for multi-image posts. While it may be tempting to include as many products as possible in each post, this can have an adverse effect on sales by making posts look unattractively cluttered.

Be warned – messy posts will fracture browsers’ attention and cause them to scroll away, perhaps in search of a competitor’s feed!


4) Image is everything

Online shopping has always been a visual medium. In the absence of being able to physically interact with products, customers rely upon strong product imagery when deciding whether to make a purchase – as the saying goes, “a picture is worth a thousand words”.

Therefore, businesses should ensure all product images posted to Instagram are at least 72 dpi, and approximately 1,000 x 1,000px. Products should be shown from multiple angles where possible, as well as “in use” to show in context.


A new era for online shopping

Overall, Instagram shopping is a tremendously exciting development in the rapidly-growing world of mobile commerce. While the feature is still in its infancy, early adopters have thrived, reporting significant growth in traffic.

As the ongoing high street “crisis” – House of Fraser being just the latest casualty of this – increases competition in the online retail arena, untapped avenues such as Instagram shopping could make or break businesses looking to survive in a saturated marketplace.  

The question now is not whether businesses should be embracing Instagram and social commerce, but whether they can really afford not to?


If you’re ready to step up your Social Media activity, then contact a member of our team by phone on 01642 988416 or via our Contact Us page.

Related articles.


From Post To Purchase In Two Taps With Instagram Shopping


E-Retail Performance Report 2018: The Site Speed Update


Paid Search: How To Survive Without A Feed

Visualsoft employee at laptop

CRO: The route to testing: What comes first?

Insights, News

Cryptocurrencies and eCommerce


Top 10 Tips For Fashion Affiliate Campaigns


New to CRO? Here's all you need to know!


Valentine’s Day: Steal hearts and convert with inspiring Email Marketing


5 Ways To Combat Facebook's 2018 Algorithm Update


New year, new approach: 5 AdWords resolutions to kick your campaigns into shape for 2018


Future Proof your 2018 Online Marketing Strategy


Retailers: How to do London Fashion Week


6 Tips for Creating a Successful Social Media Strategy for 2018

red image of a person in xmas jumper

5 Quick Wins To Make The Most of Email Marketing Around Christmas

Insights, News

The Four Pillars of Affiliate Marketing


E-Retail Performance Report 2017 UK Edition


Creating an effective Black Friday Social Strategy


Top 10 CRO tips to convert your Cyber Weekend traffic into sales

laptop with black friday sale

Search Hacks for a successful Cyber Weekend 2017


Cyber Weekend 2017: 8 Email Marketing tips you can’t afford to miss!


Black Friday-proof your Affiliate Marketing Campaigns


4 Lessons to make Cyber Weekend 2017 your best yet


5 Steps To Integrate Social Media and Email Marketing

mobile phone with Google search result displaying

Mobile Ad Extensions have had an update. Here's what you need to know.


Take your subscribers on a new journey through email this summer


Verve Search's outREACH Conference Highlights


5 Ways Overlays Can Increase Conversion Across ANY Website


What can online retailers learn from the offline shopping experience?

Bing logo on green background with laptop

PPC: Bing Ads trial Meta Data in Paid Ads


People of VS: Meet our SEO Outreach team


VS takes on the Middle East


Lights, camera, action: why your brand should be jumping on video


BrightonSEO 2017 Highlights

Google and Bing logos

PPC: Google & Bing Updates


How to create effective Easter campaigns without being punny!


Digital Assistants: Artificial Intelligence & Paid Search


Take your email marketing higher: 5 quick wins


What actually is CRO and what can it do for my online business?

Lady being filmed

Instagram: why online retailers should be working with bloggers and influencers


PPC: How to stand out without a merchant promotion


PPC: The Good, The Bad & The Ugly


A fashion retailer's guide to successful Email Marketing


Is affiliate marketing right for my online business?

Laptop screen with black watch

5 Tips to Creating Effective Web Promotions


Clock up more email sales with a festive countdown timer


Get mobile and get ahead. It's the only trend this season.


An update from Google you'll genuinely be interested in


Measuring the Multi Device Journey

Visualsoft PPC Team Members

Visualsoft PPC team win a Bing Ads Bonanza Box


The mCommerce shift - Mobile vs Desktop


Future online marketing trends to watch out for


Affiliate Marketing Q&A with Luke Atherton


Further Google Shopping Product Feed Specification Update

tablet with white app icons

The Key to Social Success


Get real - Humanising your eCommerce website


Be a better developer - Stop multitasking


Mobile sales rocket in Q1 2016


Google Unnatural Link Penalties Signals Big Changes for Bloggers

Visualsoft designer working across two desktop screens

An Introduction to Responsive Design


Further Changes To GTIN Requirements


Google Remove Right Hand Side Ads - But How Will It Impact Your SEO Strategy?


Simple steps to increase your average order value


Mobile affiliate activity flourishes in 2015

panda eating bamboo

Google Panda Added to Google’s Core Ranking Signals


Changes To Google Shopping Policies

Does your site speed measure up?


VS SEO Episode 1: The Phantom Update


Black Friday: Shoppers switch from bricks to clicks

black numbers in a pile

Black Friday by Numbers!


Celebrating #ClicheDay with our top five social media cliches


Preparing for Penguin 4.0


Five Simple Tips to Successful Email Marketing


PPC Update: Changes to Google Shopping Data Feeds

UK Search Awards 2015 - We're in the running!


SEO FAQs - Google Search Snippets

Customer Match In Adwords

User Testing - Choosing Who to Target and Why

Affiliate Marketing News - UK Customers Want Discounts!

Marketing Tips from the Experts: Understanding your Analytics Data.

Dealing with Google Webmaster Tool errors

Google's Taxonomy Update

We're Google Winners!

Improving your site's images for better SEO results

Facebook's Video Partners to Earn Ad Revenue

Highlights from the Google Analytics Summit 2015

Visualsoft awarded Google Analytics Certified Partner status

Going mobile? We've got an app for that!

Google announce update to Mobile Search

A guide to choosing an eCommerce provider

Visualsoft client featured in eConsultancy post

VIsualsoft named as finalist for the BBC Digital Excellence Award

Explosion in online shopping could hold key to Visualsoft's growth

eCommerce Platform Magento Go to Close on 1st February 2015

Study reports over half of mCommerce users abandon checkout

Research highlights the need for mCommerce

Online sales up 16% in March

Visualsoft apprentice on the road to success

Values matter to Visualsoft client Charles Clinkard

Boxing Day a huge hit for online spending

Visualsoft Directors recognised in the Online Fashion 100

Visualsoft client named in The Times Fast Track League

Online shoppers crave a speedy checkout process

eCommerce experiences are not up to scratch

Are 76% of retailers missing a trick with mCommerce?

mCommerce spend is on the increase

Another three clients named as Drapers finalists

eCommerce is booming in 2011

45% of consumers prefer shopping online for fashion

Facebook revealed as important sales tool

European eCommerce on the up

UK consumer trends revealed for Christmas

Retailers urged to prepare for the festive season

40% of teens embracing eCommerce

Next's performance boosted by online sales

Amazon reports 51% sales increase

eCommerce sales boosted in 2011

Consumers embrace mCommerce around the world

80% of consumers say shopping online is cheaper

Research highlights the need to embrace changing email habits

Companies fail to communicate via social network platforms

UK online advertising spend hits £4bn

New payment system set to increase eCommerce

Digital boost for UK advertising industry

Social networking proves to be a big influence

More than £5 billion spent online during May 2011

On the road to PCI Compliance

mCommerce on the up

Social networking used to maximise online sales

CBI reveals predictions for UK high street sales

Sharp growth predicted in the m-Commerce market

Retailers suffer record fall in sales since 1995

Marketing trends for 2011 revealed

Online fashion spend up 34%

eCommerce growth threatening the high street

Online spend hits £4.9billion during February

Facebook reaches 30 million UK users

UK tops eCommerce sales chart

UK consumers name top three innovations

Online spend hits £5.1 billion in January 2011

Tips for a successful email marketing campaign

Internet shopping to increase by 18% in 2011

Results through relationships

Merry Clickmas!

Shoppers go online during cold weather

Another eight Etail Awards!

UK's eCommerce boom continues

Two Visualsoft clients named as Drapers finalists

Media spotlight focuses on Visualsoft

Laptop screen with black watch

Online shopping predicted for 4% annual rise

Drapers report on Pritchards success

We'd love to share success with you...

Get in touch today