The way audiences engage with your content is evolving, and Shoppable graphics are turning passive viewership into active participation – and direct revenue. But making Shoppable moments work on TV isn’t just about slapping a QR code on a screen. Here’s data-backed best practices to do it right and make sure your graphics are working for you…literally.
Understand Your Audience Profile
Successful Shoppable moments start with knowing your audience and an in-depth understanding of what they truly care about. Some key elements you should consider are:
- Demographics: age, gender, and key audience segments
- Interests: what categories of items do your viewers engage with most
- Purchase behavior: preferred product types and average spending (Are your viewers diehards who splurge for the $200 autographed ball, or casual fans who want the $20 hat?)
- Timing: when are they most likely to convert (Do they listen instead of watch TV when they get ready in the morning, but it’s appointment viewing in the evening? Do you get more eyeballs on the big screen during the 7th inning stretch?)
By aligning your product selection with audience preferences, you can maximize performance and use Shoppable analytics in Tagboard to finetune your strategy in real-time.
Make the Offer Contextual
The best performing Shoppable moments tie directly to what’s happening on screen. A record-breaking performance? Feature the player’s jersey. A fan-voted MVP? Highlight exclusive merch. The key is to create a natural connection between a compelling moment in the content and the purchase opportunity. Here’s the proof: A Shoppable moment that aired after an NFL team made the playoffs saw a conversion rate nearly a full percentage point higher than average. The data shows when viewers are emotionally invested in the content during energy-charged moments, they are more likely to act on a purchase.
Optimize for Max QR Code Engagement
The more people who scan the QR code to enter your Shoppable experience…the larger your funnel…the more potential for sales…and ultimately the more revenue you generate. According to Nielsen, 73% of people always, very often, or sometimes use a second screen while watching TV. Which means there’s a massive audience ready to scan. So make it as easy on your viewer as possible.
- Size matters: ensure your QR code is large enough to be scanned from a reasonable distance – aim for at least 200×200 pixels in a 1080p broadcast
- Placement is key: position the QR code where it doesn’t compete with critical visuals, such as a tombstone or an L-bar
- Call it out: use an on-screen call to action for added clarity
- Use a ready-made template: Don’t want to worry about designing graphics? #WeveGotYou Check out Tagboard’s template library to access a suite of beautiful, optimized designs
Consider Second-Screen Behavior
Viewers holding a second screen is a double edged sword: they’ve got their device ready to scan, but it also means they aren’t always watching your programming…they’re listening. Graphics are important but audio cues are just as crucial for discoverability. Have your host or announcer make a direct call to action to prompt viewers to look up and scan. Keep the QR code on-screen long enough for viewers to react; we recommend 30-45 seconds at a minimum.
Create Urgency & Tap Into Viewer FOMO
The biggest thing you’re fighting is viewer apathy. How do you get someone to scan and buy now? The best performing shoppable graphics create a sense of urgency and exclusivity. Look for opportunities to promote new merchandise, trending items, sale or discounted merch, and limited-time offers. Or try adding a countdown clock to your graphic to create a sentiment of high priority. “Buy before the buzzer”, “halftime savings”, and “item of the game” can all ignite the need to act now.
Make the Offer Clear & Actionable
If a graphic explicitly sells a single item—whether it’s a jersey, hat, or limited-edition merch—data shows conversion rates are significantly higher than when the Shoppable offer is woven into a general promotion. When there is a crystal clear call to action that highlights the Shoppable offer, viewers and fans know exactly what they are getting into when they pull out their phone and scan a QR code. Otherwise, you risk the Shoppable moment coming off like a coupon, sales gimmick, or attempt to trick into purchasing.
Go Cross-Channel
Shoppable shouldn’t only live on your primary screen. You should meet your audience wherever they are – on TV, digital, social, your website, or mobile app. Shoppable powered by Tagboard will support your omnichannel strategy with Shoppable graphics, landing pages, and embeddable experiences to ensure you maximize reach and revenue potential.
Leverage the Experts
Talk to our team at Tagboard. We’re working with clients everyday on the best converting shoppable moments. Our customer success team is here to help with ideation, execution, and continual learning through our analytics dashboard. Contact us today to add Shoppable into your broadcasts, events, and games.