How to convert Gen Zers from browsers to buyers
With 63% of weekly Gen Z users* stating they’re ‘always shopping,’ it’s clear this generation is perpetually on the lookout for new products. Even when they aren’t planning to buy, they’re ready to act if inspiration strikes.
Why Gen Z Shops Online
The main reason Gen Z flocks to online platforms is to discover information about products and brands. They’re always shopping, so you should always be selling. They seek new ideas and are open to hearing from you.
Here’s how you can capitalize on this behavior:
Visual Search
Gen Z users refine their ideas through images. Ad formats like carousels and collections allow you to build a world around multiple images. Show variations of the same product or create scenes that span product categories. For example, display different shoe colorways or design a room inspired by a specific trend.
Direct Links
Many ad formats offer direct links, taking shoppers straight to your site. This can significantly enhance engagement and return on ad spend. For instance, a lingerie and sleepwear brand used direct links in a campaign targeting younger shoppers, resulting in high engagement and better returns.
Strategize Your Approach
Having a product on the shelf isn’t enough. Without a strategy, potential consumers may never switch from browsing to shopping.
Here’s a checklist to help convert browsers into customers:
➡ Compelling Descriptions Detailed, vivid descriptions help customers envision using the product.
➡ High-Quality Visuals High-quality images and videos help customers better understand products, even if they aren’t in stock.
➡ Simple Checkout A streamlined, efficient checkout process reduces user frustration and abandoned carts.
➡ Personalized Recommendations Offer personalized suggestions to foster loyalty and increase sales.
By leveraging the unique visual nature of online platforms and understanding Gen Z’s shopping habits, you can effectively convert casual browsers into enthusiastic buyers. Implement these strategies to engage Gen Z users and turn their endless shopping into significant sales.
*Pinterest users. Data comes from Gen Z Users trend report 2024 prepared by Pinterest.