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What are Web Stories?

Team Storyly
March 16, 2023
min read

What are Web Stories?

Web Stories are short, full-screen, visually engaging, and easily shareable content that is optimized for viewing on both web and mobile devices (mobile web). They are similar to Instagram or Snapchat stories and can include a combination of text, images, videos, and animations. Web Stories are designed to be interactive, allowing users to swipe or tap through the content. They are also discoverable through search engines, making them a great way for businesses to reach a wider audience and drive traffic to their websites. With Web Stories, brands can promote products and services directly to the audiences visiting their websites. 

Web Stories use cases

Web Stories can be used for a variety of purposes, including promoting products or services and sharing news or information in a more engaging way. Web Stories can also be used to offer personalized content through interactive elements such as question stickers. For example, visitors to a retail site may be greeted by a Story asking them about their personal style that takes them to an appropriate style guide of featured products depending on their response. 

Where do Web Stories appear?

Web Stories are accessible via Story entry points often placed in the most prominent locations on a website. Many brands use Story groups on their home page as a way to help users quickly navigate to the most popular or important aspects of a company’s offerings. Web Stories can also be used on individual pages to help give visitors more context and information about the content or products on the page. For example, a retail site may include a Story featuring influencers or happy customers on a product page to help shoppers envision the product in action, or a content site could include a Story group about players’ stats alongside a sports article. 

Benefits of Web Stories for brands

Whether a brand is looking to boost their user engagement and retention rates, Stories can help capture attention and earn user loyalty at any point in the brand relationship. Some of the advantages of Web Stories can be found below:

Improved user experience

Web Stories can enhance the user experience by providing entertaining, easily understandable, snackable content at key points throughout a website. As a full-screen format, Stories eliminate distractions, making navigation simple and appealing, especially on mobile devices.

Increased engagement

Especially for digital-native shoppers such as Millenials and Gen Z, Web Stories maintain an engagement advantage by carrying the look and feel of social media into a brand’s website. Stories are intuitive, inviting, and interactive, combining image, video, stickers, and text, for a dynamic interface that users love.

Better reach

Web Stories are prominently featured in Google Search and give brands an opportunity to reach a wider audience. The Story format means easy information delivery for users which encourages engagement and helps capture new audiences for your brand.

Better SEO

Web Stories can improve a brand's search engine optimization (SEO) by providing additional content for search engines to index and potentially driving more website traffic. When both search engines and users find your Stories helpful and fun, SEO can become self-reinforcing, increasing your reach as your audience grows. 

Measurable results

Brands can track the success of their Web Stories through Story analytics, allowing them to see how well their content is performing and make improvements as needed. With Storyly analytics, marketing teams can monitor Story KPIs in real-time. 

Web Story examples

Below are some use-case examples from Storyly’s customers. 


Domino’s Pizza has been using Stories both in their apps and on their websites to various ends. One of the main benefits of Stories has been feature adoption. Domino’s marketers use Stories to educate customers about their wallet feature. With step-by-step explanations and clear CTAs, Stories help Domino’s ensure that their customers make the most of the website. They also promote their latest product called “Pizetta” via Stories and occasionally ask for customer feedback with Storyly’s Question Sticker.  


Olly is a maker of premium nutrition and wellness products, popular in the USA. Stories help deliver information about their products in an engaging way and make nutrition easy to understand. Their website features a Story group called “For You” to display products with special discount offers and understand their customers’ 2023 goals by using the Question Sticker. By helping visitors better understand their products in a friendly and approachable way, Olly reduces customer overwhelm, creating a smoother path to conversion. 


Footasylum is a leader in British street and sports fashion known especially for captivating younger shoppers through fashion-focused content. By using Stories in their app and on their website, Footasylum has been able to utilize their extensive content library internally and benefit from the engagement. On the website, Footasylum uses a Story Row featuring their most popular products, collections, and promotions. By helping visitors find their next favorites quickly and easily without being overwhelmed, the Stories have earned an 18% increase in CTR, a 21% decrease in exits, and an overall 8% boost in conversion! 


SoulCycle is known for maintaining a devoted fanbase of cycling enthusiasts who love their intense and motivating spinning classes. As much a lifestyle brand as a fitness routine, SoulCycle offers its clientele a collection of “Soul Stories,” in the app and on the website, that range from Soul101 (how to get started with classes) to Soulisms (a fun glossary of SoulCycle terminology.) Stories help SoulCycle quickly onboard new visitors and welcome them to their community. 


German maker and purveyor of luxury leather goods, Picard, uses Stories to help customers with product discovery. For example, a recent Valentine’s Day promotion Story showcased a selection of perfect gifts with embedded product codes that helped visitors go straight to checkout for a streamlined user experience.  


Zavetti is an Italian luxury sportswear brand that uses Web Stories to make it easier to navigate their product catalog. By offering visitors a quick entry to their best-sellers and special offers, Zavetti can increase engagement, and help new customers feel confident in their choices.


Team Storyly

Group of experts from Storyly's team who writes about their proficiency.


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