Too many e-commerce sites contain too many products with poor information and pointless product specifications. The result: suspicion and a low conversion rate. Storytelling can help you win more customers.
As soon as we move to a socially digital, more specifically e-commerce, environment, we will go back in time. Things are getting better on social media.
Great stories are told, it’s not just about selling products, but also about branding and building relationships with customers. But when it comes to digital, we still have a long way to go. However, too many companies see the digital, e-commerce environment as a place where you sell products, and all. Home, product sheet with basic information and check-out. With this approach, you will first lose a lot of customers and second you will not use one of the best places to build your brand.
From A to purchase
Why is this happening? E-commerce is still seen as a conversion channel. The goal of most websites is to get customer A to buy as quickly as possible.
According to the US research company Forrester, almost 80% of customers give up their purchases due to a poor online experience. The main reason: the client is not taken on a trip and is not helped to make the right decision. Most e-commerce websites have overloaded products with poor information and specifications that mean nothing to most people. This raises doubts in the mind of the consumer and consumers who doubt do not buy.
There is a time when we shift the focus from conversion to storytelling, to digital storytelling. Not only showing products and writing functional specifications, but also talking about product and brand ambitions. How does the product make your life better? What problem does it solve? And why is this the best choice for you? All of these questions need to be answered in your e-commerce environment.
How to get started? An overview in three stages.
Step 1: Thinking
It starts with a shift in mindset. We need to understand that e-commerce is not a terminal where the only thing that happens is a transaction. Your e-commerce website is a brand moment, a place where people want to get to know your brand and its products.
Step 2: The customer’s journey
The next step is to take a look at your customer’s journey. The client’s journey is a good basis for digital storytelling. There is little point in randomly creating branded content and product videos and putting them in the e-commerce environment. Take a look at your customer’s journey and explore the issues and needs your customers have at each stage of the funnel, and start creating content around those findings.
Also, think about how people will reach your e-commerce environment. Organic, paid, email, social. If you run a lot of campaigns that lead directly to a product page, you’ll need a different type of content on that page than if a consumer comes to your home page through an organic search and then lands on the product page.
Step 3: Transparency
Remember, customers are critical. If you only tell beautiful stories about your brand, it can cause doubt. There should be a mix between brand and user-generated content: 80% brand, 20% user-generated content.
If you want your e-commerce environment to be the end point of your customer journey, you need to ensure that customers see it as a place where they can find reliable information about your products. When customers leave your website for the information they need to make a decision, competitors will be able to grab their attention. User-generated content, such as reviews, directions, and mailbox removal, can help make your website a trusted place for consumers.
In short, shift the focus from conversion to storytelling. There will be a lot of land here in 2021.