Conversion
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How has JD.ID utilized stories as short videos to maximize engagement and conversion?

Deniz Taşyürek
May 17, 2022

Challenges

JD.ID is an Indonesia-based eCommerce app with a great mission: to “make joy happen” in everyday life. They are known for their wide range of high-quality products, with competitive prices. While the whole business is built upon the aim of ensuring happiness with a simple and secure shopping experience, the JD.ID app was looking to deliver an equally flawless experience to their users.

According to the research conducted by Wyzowl, “94% of video marketers say video has helped increase user understanding of their product or service.” So it’s easy to see why video content is on the rise and will be the future of the mobile ecosystem. The JD.ID team was looking for an impactful way to deliver short and easy-to-consume videos on the mobile app. The main challenge was to stream these videos without a heavy burden on the app’s efficiency, which might compromise the overall user experience.

Session length can be a crucial metric for shopping apps. The longer the users spend time on the app, the more they browse different products and become likely to purchase. Thus, JD.ID’s second motivation was to discover new methods to boost user engagement and increase session length.

And finally, JD.ID was struggling with taking users from the product discovery phase to the purchase phase. Although banners and carousels are quintessential in shopping app design, overexposure has made users blind to these elements as discovery tools. he JD.ID team was looking for an innovative solution to achieve higher engagement and click-through rates.

They found Storyly.

jdid-case-study-storyly

Solutions

#1 Bite-Size Product Discovery Videos

In most shopping apps, a user can see photos of a product and, if invested, read the reviews of previous buyers before deciding to make their purchase. But the JD.ID felt that wasn’t enough to show their shoppers the value of what they were offering. They decided to improve their user journey by adding videos to their apps. And the best way to do that, was to add Stories.

With Storyly, JD.ID  instantly integrated stories into their home screen, where users can discover their latest campaigns and offers. But that was just the beginning of what Stories could do for app engagement. With Storyly, it was possible to go beyond and position an entry point to stories on another screen to maximize the reach of messages.

JD.ID marketers are now using stories to publish unboxing videos, tutorials, and product overviews. They have even created story groups based on product categories to help users can find what they are looking for more easily, and learn more about products before purchase.

jdid-case-study-stories

#2 Interactive In-App Stories Increase App Engagement

Video stories are great for capturing the attention of potential buyers. But it’s even more exciting to be able to participate, rather than just watch. Story videos capitalize on the inherently interactive nature of mobile devices by encouraging users to react, engage, distribute, and produce their own responses.

With this approach, the JD.ID team was able to boost interactivity in their app and increase app engagement. By adding interactive stories to the shopping experience, JD.ID was able to decrease the rate of users skipping content, and raise their click-through rates.

In-app stories by Storyly offer enriched interactivity options including polls, quizzes, countdowns, emoji bars, and emoji sliders.

#3 Effective Use of Swipe-Ups and CTA Buttons to Maximize Click-Through Rates

Although session length and engagement rate are important metrics, nothing beats conversion, especially for a marketplace app. Shortening the journey from discovery to purchase is key to boosting revenue, and stories can do just that.

The JD.ID team used Storyly to add CTA buttons or swipe-ups with links to the purchase pages of products on display. With this feature, users can go directly from the relevant product story to add-to-cart and then immediately to check out. No need for them to try to remember the product name, get lost in a search bar or leave the app.

This streamlining of the customer journey also boosted user interactions for giveaways and other campaign stories.

Results

The addition of in-app stories to the JD.ID app brought substantial results from Day 1. Giveaway and Grocery Super Sale story rates achieved CTR’s of up to 53%, and the average video watch length rose 60%. This is just the beginning of the success story between JD.ID and Storyly- stay tuned for more updates on our blog!

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