Let’s just say a customer buys something from your e commerce store. One of their friends sees them wearing or using the item that was purchased from your store and asked where the customer bought it from. What will they say? As an e commerce brand you would want your customers to be able to describe your business besides just the name of your online store right? You’ll want them to remember what a great experience they had shopping on your site and share it with their friends. “I got it from this super cool online store…”
Have you as an e commerce business given your customers the content they need to connect with your store on a more personal level? Here are four tips you need to know on storytelling in e commerce that will ensure your customers have a one of a kind shopping experience on your site.
Home Page Visuals
To be honest, you only have a few seconds to catch a customers attention. Is your landing page telling a strong visual story from the moment it loads? An important thing to have on your main page is images and you want it in HD. Cool pictures of actual people using your products is best. An example would be, if you’re selling skin care, you may display an image of a woman with flawless skin applying the cream on her face.
To avoid overloading and confusing the customers, stick with a few strong storytelling elements. Sometimes people tend to overshare and that’s normal. But, the potency of your storytelling will dilute with each addition. Another great addition would be a slogan. Come up with a slogan that will help set you apart from your competition. With your prominent background photo and cool slogan, your site is sure to catch customers attentions. The skin care store can emphasize on their natural ingredients used and maybe what sets them apart from other skin care brands out in the market.
All Things On Your Page
For all the details that you have been wanting to add onto your home page but can’t on the main page, it can onto the “about” page. The “about” page is where you can be more detailed when it comes to explaining to customers what makes your business and brand one of a kind. Here are a few ideas that will help you create an informational “about” page that will help create a bond with your customers:
- Funding (if you had one): Where did your brand come from? Did it come from a Kickstarter campaign? Or did you have a great idea come to you one day and decided to make your idea into a e commerce reality?
- Products: You know what sets you apart and how your products are different compared to others. But your customers don’t, well not yet at least. Well, tell them! As Crazy Egg writes, “Honestly, most people don’t know the difference between Italian leather and Chinese leather. One leather bag looks just like the other. It’s not about how many pockets it has. It’s about the story.”
- Workflow: Does your brand have a different or special way of storing or shipping your products? Do you have in house manufacturers or are your items outsourced? Basically, anything interesting about your products that may interest your customers.
- Future: Do you have any plans in the future for your e commerce business? Are you planning on opening up your store to other countries? Create excitement of your businesses growth and make them feel like they are apart of it all.
- Employees: Who are the hero’s behind the website? Talk about your employees (if you have any) or even about yourself! This is the best way to get personal with your customers. Make them feel like they know who they are buying from.
Product page Content
Case study: A customers compared product pages for a fashion website. Website A only had the name of the dress “Little Black Dress”. Whereas website B had the name of the product, a in depth description of the item and how to style the fashion piece. Of course as a consumer myself, I’d defiantly go with website B because it includes a ‘fashion story’. Not only am I buying the dress, but I’m also buying the styling tip they are offering.
In addition, avoid boring and generic website templates or even worse, empty content placement on product pages. There are many website hosting companies that can help you out with that. And the best part it, there is no coding involved! If you’re not very tech savvy, fear not! At the end of the day, your platform is the foundation for the look and feel of your website, including the glorious product pages.
Longform Blog Content
Last but not least, your blog. There is no place better to post supplemental storytelling materials. Ideas for blogs posts can include articles about the industry, company updates, seasonal posts, lifestyle content and so much more. You can write basically anything you want really. As long as it matches up with your business and its interesting. Also, you can track your blog’s traffic using Google Analytics with is a great way to make sure this strategy is working.
The conclusion is that, try not to overlook these four very important key points for story telling in e commerce. They are your best chance to successful e commerce store and connecting with your customers.