5 simple ways to get more people buying from your online brand

Julian Byrne - Tuesday, July 27, 2021

With the past year having seen elevated numbers of people shopping online, you may be finding increased traffic coming to your ecommerce website. If this is not translating into sales, then you may need to work harder and smarter on optimising your conversions. 

But don’t worry – there are plenty of tips that can help you drive conversion. Thus, here are five straightforward ways to encourage more people to buy from your e-tail outlet

  1. Target your email campaigns 

Let’s be honest – no one likes receiving a multitude of emails that are irrelevant to their likes and interests. So, why should you expect your customers to appreciate it, either? 

Instead of sending the same email out to your entire mailing list, it is better to target customers based on their past purchases, and where they have demonstrated interest. After all, there is no point trying to sell rugby shirts to someone who is only interested in football. 

  1. Allow for sharing (without disrupting the purchase)

In the age of social media, it is important to make sure your customers can share their purchases with their friends, family, and followers. You could regard this as a sort of digital word-of-mouth advertising. 

However, it is crucial that sharing does not disrupt the route to purchase or demote the primary call-to-action – the ‘add to basket’ button. Thus, professional website designers might include the sharing option after the purchase has been made or on the product description page away from the ‘add to basket’ button. 

  1. Be open about what you stand for 

Over the years, there has been a growing emphasis on buying from brands that hold strong, responsible and true ideals. Therefore, being open about what you stand for can encourage consumers to purchase your products. 

Take sustainability, for example. Emphasising your use of recycled packing materials and mentioning your part in the fight against climate change can help push potential conversions over the line. 

  1. Emphasise value for money  

Customers don’t always want the cheapest individual items they can find – instead, they are often looking for the solution that represents the best overall value for money. So, why not emphasise your value by using volume pricing and allowing people to buy in bulk? 

  1. Ensure there are many ways to pay 

With technology constantly on the rise, there are many methods of payment that consumers might use. From Apple Pay and Google Pay to PayPal, debit cards, credit cards, and many more, all manner of solutions are available to help boost the convenience of the buying process at your store.

Another payment option that has become increasingly popular recently is ‘buy now, pay later’, or payment plans that allow the customer to pay for the product in instalments. Allowing as many payment methods as possible will help you to reach almost every demographic. 

Want more tips and tricks? Get in touch with Piranha Designs 

For more in-depth and tailored professional advice about your website design, content, and marketing, please get in touch with Piranha Designs today in Gibraltar, London, Edinburgh, or Spain. 

We’re committed to providing the digital marketing solutions that will help boost conversions at your e-tail store – in the process, powering your online brand’s growth.



The power of emotion and logic for improving product descriptions and driving conversions

Julian Byrne - Friday, July 02, 2021

The power of emotion and logic for improving product descriptions and driving conversions


Are you looking to add product descriptions to your new website design or improve your existing descriptions? If so, you might not have known that there’s actually scientific evidence for consumers purchasing with emotion, which they then justify with logic. 


To be convinced to buy from you, then, a customer needs to be emotionally engaged with the benefits of your product and see that the features indicate it to be a logical choice, too. 


There are many ways that you can accomplish this, which we will explore below. 


Use sensory words 


Incorporating words that invoke the use of one’s senses in your product description and website design can encourage consumers to buy a product. This is because sensory words describe how we experience the world – how we smell, hear, feel, or taste something – and thus allow consumers to more easily emotionally relate to a product. 

  • Tactile: Words that relate to touch can be used to describe textures, such as ‘silky’, ‘smooth’, and ‘buttery’, which could be particularly evocative when your website design involves describing foods. 
  • Taste and smell can also be played upon when describing foods or scented products, easily substituting in for boring words like ‘good’ or ‘nice’. Instead of a ‘nice smell’, for example, why not use ‘zesty’, ‘sweet’, or ‘aromatic’?
  • Visual: Words relating to sight are great for indicating shape, colour, or other aspects of appearance; think words such as ‘gigantic’, ‘bright’, ‘sparkling’, and dazzling’. 
  • Auditory: Words that describe sounds are often onomatopoeic – by which we mean, mimicking the sound in words, allowing consumers to really picture the product in action. Think terms like ‘bang’ and ‘sizzle’.  
  • Motion: Using active words or describing movement might further help make your product descriptions more impactful on the reader. Does the product ‘bounce’ or ‘vibrate’? Or perhaps it is ‘jaw-dropping’, ‘shocking’, or leaves you ‘gob-smacked’?

Provide proof of how the product helps the customer 


Consumers truly value the opinions of previous customers and will take their thoughts into account when choosing what they purchase. Therefore, it is essential to prove that your product is consistently good at what it does, bringing your product page to life. 


Social proof might include displaying testimonials, client case studies, or real-life ratings on your product pages.


Bullet point product features 


Any website design specialist will tell you that bullet points are an excellent descriptive technique when done right. Bullet points can facilitate the scanning of a product’s features, which might not otherwise be as exciting to read through as the rest of the description. 


When used effectively, bullet points can also contain keywords relating to your product, allowing for search engine optimisation, thereby helping to boost your chances of being found online by potential customers. 


Write with your target audience in mind


How might your target audience use your product in their day-to-day life? Can it be used in the summer or winter, in the kitchen or bathroom, at home or on the go? 


By applying real-life situations to the writing of your product descriptions, you can help shoppers to more easily envision when, where and how they may choose to use the item. 


Enlist the help of a professional 


For more in-depth and tailored professional advice about your website design, content, and marketing, reach out to Piranha Designs today in Gibraltar, London, Edinburgh, or Spain. 


We’re committed to providing the digital marketing solutions that will help power your brand’s growth throughout the rest of 2021 and beyond. 



How to write both brand-friendly and high-ranking online content

Julian Byrne - Monday, May 24, 2021


It’s easy for many online business owners to forget, at times, that it’s possible to compose content for their site that fits in with their brand image, while also helping them achieve strong search engine rankings. There really isn’t any big contradiction between those two objectives. 


In fact, written content is among the most powerful ways of getting your brand ‘up there’ in Google’s search engine result listings, and presenting your organisation in a manner that appeals to your target audience. So, let’s look at some of the ways to do just that. 


Ensure your content is unique 


Sure, when you’re seeking out ideas and inspiration for your online store’s content, you’re likely to encounter certain useful sources. But your content shouldn’t come across as if someone’s just rearranged whatever is written on Wikipedia about the subject at hand. 


Even worse is when someone simply directly copies and pastes content from elsewhere – an offence that Google typically punishes with heavy search ranking penalties. So, don’t – unless it’s specifically intended and framed as a direct quote from someone else. 


Uniqueness in your site’s written content will help your brand to stand out for the right reasons. 


Write to a high standard 


You might not have your old school teacher looking over your shoulder at your writing anymore, lecturing you about your spelling and grammar, but that doesn’t mean these things cease to be important. Instead, with your written copy, it will be your brand’s would-be customers who will be making the judgement – and possibly deciding whether to buy from you accordingly.

 

If you want to present the best possible brand image while maximising the chances of the search engines looking fondly upon you, it’s crucial to avoid typos, awkward phrasing, or even just information that is plain old wrong. 


Be guided by your brand image, not ‘marketing speak’ 


If you’re unsure why your organisation requires a strong brand voice at all when promoting itself online, the short answer is that it’s what will help set you apart from competitors. Your brand image – including your tone of voice – is one of the key factors that will tell the reader your organisation is the one they are hearing from, rather than any rival. 


So, don’t lapse into the usual cringe-worthy marketing clichés, if you can at all avoid it. Instead, ask yourself what your brand’s ‘voice’ truly is (formal and prestigious, or informal and offbeat?), and infuse your written content with it. 


Speak like a customer, rather than an insider 


Before you reach for that industry jargon you’re so used to using with co-workers, ask yourself: is your target audience for this web copy or blog post likely to immediately understand it? 


If not, consider what terms the actual target customer uses – not just so that they can understand you more clearly, but also so that you can maximise the chances of them finding you via Google in the first place. 


Be concise and ‘to the point’ 


While pages with a lot of text on them can certainly achieve strong Google rankings, this is attributable to the usefulness and relevance of the information on them, rather than ‘length for length’s sake’. 


The truth is, human users seeking out details about something will want those details quickly. They won’t want to have to sift through irrelevant and repetitive content to get there – so search engines will serve them the results that help ensure they don’t have to do so. 


Call or email the Piranha Designs team today, and we will be pleased to talk to you about how our search engine optimisation and other digital marketing services could ensure your brand makes the right impact – among both customers and the search engines – in 2021.  


3 potential issues with your ecommerce site that could sink its chances

Julian Byrne - Monday, May 10, 2021


3 potential issues with your ecommerce site that could sink its chances 


Sometimes, it’s not overly complicated things that deter prospective shoppers from actually hitting the ‘buy now’ link on an e-tail site. Often, it can be remarkably simple things, the overriding problem possibly being that the online business owner in question hasn’t properly thought about how to cater to the customer’s needs first. 


Then, there are the mistakes or oversights that can arise as a result of poor collaboration between designers, developers and those producing the content for your online store. 


So, let’s spotlight just three broad issues that commonly arise with ecommerce sites - and how to fix or avoid them altogether. 


The design being beautiful, but unpleasant to use 


You might think that putting together an e-tail portal is largely about the aesthetic, and it is. But too many online stores are beautiful in ways that do little or nothing for the user experience, or might even be detrimental to that user experience. 


No matter how breathtaking your online store may be at first glance, if the would-be shopper struggles to find the product they want, or information that helps them select the item best-suited to their needs, this will have a disastrous effect on your site’s conversions. 


The simple solution here is to never treat your site’s outward appearance as more important than its function. This needs to be key to your approach at every stage of the design and development process. 


The checkout stage putting up too many barriers 


It might seem a straightforward enough process to set up a good checkout process on your site - you just need to make it as quick and easy for the shopper as possible, right? 


Alas, there’s a real art to an online store getting its checkout process right, and too many online retail firms are still thinking in terms of the checkout pages of 10 or so years ago. They wrongly think that as long as the packaging and delivery costs displayed at the checkout stage aren’t too heavy, there won’t be much to deter the shopper from completing their purchase. 


But in reality, there’s more to think about these days. Is the list of accepted payment methods, for example, as in-depth as it ought to be in the 2020s, when people don’t always want to use a debit or credit card? Embracing the latest buy-now-pay-later and e-wallet solutions can go a long way to getting that sale over the line with as many customers as possible. 


Or perhaps you’re overwhelming the shopper at this crucial late stage, by asking for too much information, including details that aren’t needed in order to complete the purchase? Even just autofill and autocomplete being disabled can be very frustrating for those trying to buy on mobile. They might even simply give up. 


Pages loading too slowly 


It may be an ecommerce site problem that’s as old as the hills, but it’s one that still frequently gets overlooked at the time many online stores are launched. 


There has long been plenty of data indicating how damaging slow page loading times can be for a site’s chances. The BBC conducted research in 2016, for instance, that indicated each additional second it took a page to load cost it 10% of visitors. 


So, you can be sure that investing in making your ecommerce site lightning-quick will be rewarded when it comes to traffic, sales and your business’s bottom line. 


You don’t have to cut corners with your own firm’s website design, when you have the option of working with capable and seasoned professionals like those of Piranha Designs. Call or email us in Gibraltar, London, Edinburgh or Spain for a discussion of the solutions we can provide to support your business’s growth. 


Using more impactful headlines on your product pages can help you increase sales

Julian Byrne - Monday, May 10, 2021


Using more impactful headlines on your product pages can help you increase sales 


You might initially think it’s obvious what the “headline” is for a given product page on your e-tail site; surely, it’s just the actual name of the product? Well, actually, it isn’t – or at least, not necessarily. 


After all, there are quite a few reasons why you might not want to just stick with a product’s name for each of your product pages. For one thing, unless the product is exclusive to your store, you’ll almost certainly be competing in the search engine rankings with other stores offering the same item. And those rivals might be making the product available at a lower price. 


Even if the above aren’t factors, a compelling headline can be key to grabbing customers’ attention and instantly giving them a sense of why they might desire the product. 


At the time of this article being written, for example, Apple was showcasing various products on its homepage, with compelling titles such as – in the case of AirTags – “Lose your knack for losing things”, and for the Apple Watch, “The future of health is on your wrist.” 


There’s an art to writing a great product headline 


Of course, if you’re reading this, your brand presumably isn’t Apple. But even well-known brands often fall into classic traps when writing headline copy for their sites. 


They might use specialised jargon and acronyms, for instance, that non-specialists don’t immediately understand – thereby immediately narrowing their audience. Or they might focus too much on features of the product, and not enough on the real-world benefits such features would have for the person buying. 


The good news is that you don’t need an Apple-sized marketing budget to avoid oversights like the above with the headlines on your product pages and landing pages. It’s just a case of remembering, and applying, some simple principles. 


A good starting point when coming up with product headline copy is to imagine what you’d write if you were coming up with text for a blog post or even advertising billboard showcasing this product. What are the very first things you’d want to say? 


In devising potential headlines for the given product, ask yourself why the customer would need or want this product – what problems would the item solve for them? Consider, too, what features of the product will be most important for making the buyer’s life pleasanter or easier, bearing in mind what the actual target audience is likely to be. 


Contemplate, as well, what the true value of the product is to the purchaser. We recently touched on this very subject on the Piranha Designs blog, and it’s not just the price we’re referring to here, but also its functionality, durability and longevity. 


If your headline can help convince the would-be customer that this is a quality product that will bring value to their lives for a while to come, they’ll probably be prepared to buy it at a higher price than they otherwise would have been. 


We can assist with your brand’s all-round digital marketing 


There’s naturally a lot more to learn about how to craft product-page headlines that will actually convert. That includes making sure you use simple words, and getting straight to the point about the benefits that customers can expect from the given product. 


Here at Piranha Designs, though, we aren’t just about the optimisation of your on-site copy – we’re also firmly focused on providing the website design and other digital marketing services that most help brands like yours. 


Contact us now via phone or email to discuss the possibilities for how we could work together to allow your organisation to get more out of its online presence. 


Do you always need to lower your prices to boost average order values?

Julian Byrne - Monday, April 26, 2021


It’s an easy enough conclusion to reach: if you want to sell more from your online store in a single order, isn’t the answer just to drop your prices? Or maybe you could keep your product prices the same, but offer free delivery above a certain threshold?   


There’s nothing exactly “wrong” with these strategies, and to a certain extent, it’s true that free delivery for orders over, for example, £20 or £30, can help. But we’re presuming here that you ideally want your customers to spend some way north of that minimum amount. 


In any case, if you really wish to turbo-charge your online shop’s average order value (AOV), you can’t depend on just lowering prices. After all, that’s something the obvious ecommerce giants, like Amazon, are pretty good at as well. 


Thankfully, there are some proven strategies for increasing AOV that don’t depend on you simply cutting prices down to the bone. Instead, it’s about emphasising just how valuable your products are to your target customers – and here are a few examples of what we mean. 


Shining a light on the quality of your products 


With research undertaken by the University of Texas at Arlington in 2019 indicating that customers often associate higher prices with higher quality, this is something that you can definitely tap into with your store’s items. 


When customers are convinced that a particular product offers premium features and longevity, they’re frequently prepared to pay premium prices. 


So, it’s well worth considering the various means by which you can underline the quality of your products. Do the images on your product pages, for instance, draw attention to all of the different features of each product? Does the text also describe these features, and the benefits those features can have for the buyer’s life? Is the product’s quality of design and manufacture also emphasised?


Cross-selling items and accessories 


The term “cross-selling” typically refers to two slightly different practices: recommending products similar to the item the customer is buying, and encouraging the customer to invest in certain extras or add-ons for that product. 


Sometimes, that “extra” or “add-on” is a product that might be strictly needed in order for the first product to work – for example, a memory card for a digital camera the customer has already decided to buy. On other occasions, it might genuinely just be a nice optional extra – such as fries with your order of chicken nuggets from a fast-food restaurant.  


In the case of your online store, incorporating cross-selling could be as simple a process as displaying relevant related items towards the bottom of each product page. Add some more options to the ‘thank you’ page after the customer has placed their order, to give them even more ideas for how they might spend more when they next shop with you. 


Offering products in good-value bundles


Bundles can be a great way to bolster average order value, taking advantage of the tendency for many products to be purchased together. But you can go further than that, by also bundling together items the customer may not have initially considered buying together. After all, you shouldn’t be leaving the possibilities entirely to the customer’s imagination. 


It may not always be an obvious move to the typical shopper, for instance, to buy not one, but multiple deodorants, each one in a different scent. If you offer a bundle of three different deodorants, not only are you enabling the customer to try out scents they might not have thought about otherwise, but you could also discount this compared to the price of buying them all separately. 


Alternatively, your bundles might not consist of different versions of what is essentially the same item, but instead products that complement each other in some way. This could take the form, for instance, of a base product along with all of the necessary accessories. 


Hopefully, these examples will have shown that price doesn’t have to be the start and end of how your store markets its offerings online. For more advice and guidance in relation to your brand’s e-tail presence, including to learn more about our website design and other digital marketing services, please don’t hesitate to contact the Piranha Designs team today


How can you get your ecommerce site’s first-time customers returning again and again?

Julian Byrne - Wednesday, April 07, 2021

The ongoing global coronavirus pandemic has led to a huge increase in e-tail traffic. Indeed, retail ecommerce traffic worldwide jumped from 16.07 billion visits in January 2020 to almost 22 billion visits in June 2020, as COVID-19 lockdown measures took effect in nations across the globe.


Such numbers went beyond even previous years’ ‘holiday season’ peaks – although that wasn’t exactly a surprise, given the numbers of people sheltering at home to help slow the spread of the virus. Major restrictions on people’s lives – including the enforced closure of many ‘non-essential’ stores – led to consumers turning ‘en masse’ to Internet retail to buy even their everyday items.


But with this situation leading so many consumers to visit ecommerce sites like yours for possibly the first time, you’ll have a challenge on your hands: not so much to capture customers in the first place, but instead to keep hold of them once high-street stores start to reopen. 


So, here are just a few ways to shift your marketing efforts to encourage first-time customers to continually return to your site. 


4 great ways to retain your e-tail store’s customers 


  1. Referral benefits

To minimise the cost of acquiring new customers, while enticing first-time customers to stay with you, why not embrace word-of-mouth advertising by implementing a referral benefits scheme? By doing so, you will be encouraging your existing online shoppers to stay in a relationship with your brand, at the same time as potentially bringing in new business. 


  1. Account registration

Encouraging customers to register for an account on your site doesn’t have to be ‘in your face’ and off-putting, as is often assumed. In fact, it can be more effective to prompt registration after the checkout process, so that it doesn’t interrupt customers paying for their goods. 


  1. ‘Subscribe and save’ options

‘Subscribe and save’ plans for your products can save consumers a lot of money in the long run, so it can be a tempting offer. From a business perspective, this is also a great way to ‘lock in’ future purchases from a customer. 


  1. Follow-up correspondence 

Once a customer has made their first purchase with you, this is the perfect opportunity to follow up with the customer, whether to request reviews or feedback, or provide tutorials and advice. By doing so, you will be able to personalise the consumer experience, helping to convince them to keep coming back to you. 


To find out more about our digital marketing and website design services and expertise here at Piranha Designs, get in touch with the team for your free, no-obligation discussion on your project.



Inside job: how internal linking can enhance your online store’s SEO

Julian Byrne - Tuesday, March 23, 2021


Inside job: how internal linking can enhance your online store’s SEO   


On the face of it, an internal link has a very simple definition: it’s a link that connects one of a website’s pages to another on the same site. In that sense, internal links differ greatly from external links, which are placed on one website but lead to another. 


However, when building your online store’s link profile, you may too easily clump internal links together with their external counterparts in your priorities list, assuming that too little differentiates them for you to do otherwise. 


Here’s why you would be very wrong to think that...


You can tell Google a lot with your internal links 


When Google sends its crawlers to assess your website and decide how prominently it should be displayed in search rankings, Google will take the site’s links into close account. It will also distinguish between the site’s internal and external links, as they won’t send out identical signals.


On the basis of where you have placed your internal links, Google will judge which of your site’s pages you deem the most important and relevant. Where those links are embedded in text rather than graphics, Google will also read that text – the “anchor text” – to help decipher what the linked-to page is meant to be about. 


Google will also garner a certain amount of meaning from the page that is doing the linking, as any two of your pages you link together are likely to be related in some fashion. Therefore, the linking page is likely to say something – however briefly – about the linked-to page.  


How exactly should I use internal links on my ecommerce website?


It’s not quite as big a puzzle as you might have initially thought before you knew how Google judges those links. As a general rule, you should prioritise placing your internal links on higher-value pages, like your homepage or higher-level category pages, and directing those links to the other pages of yours that you would like to see rank especially strongly on search engine results pages (SERPs).


You should, however, keep your internal links contextually relevant. So, while squeezing three links into a single sentence risks making your brand look pushy, a rapid succession of links could seem more sensible if arranged in, for example, a bulleted list of products often categorised together. 


What should be your ultimate objective with external linking? 


To use an apt analogy: while external linking is about attracting SEO value to your site much like you might buy delicious jam from a supermarket, internal linking is about distributing that authority evenly throughout your site – much like you might opt to spread that jam smoothly across one side of toast. 


The likely result: a site that ranks well across multiple pages, much like your toast is now extra-tasty right up to the crust. 


If you would like us to help you make your online store “pop up” more prominently in SERPs, don’t be afraid to get in touch with our search engine marketing (SEM) experts, who can carefully undertake link-building for the benefit of your ecommerce site.


3 great ways to use TikTok to promote your e-tail brand

Julian Byrne - Friday, March 05, 2021


3 great ways to use TikTok to promote your e-tail brand  

If you have only a fleeting familiarity with the video-sharing app TikTok, you might have long associated it with Generation Zers and Millennials dancing on-camera while lip-syncing to chart hits. As a result, you may not have yet realised how many e-tail brands have already entrenched themselves on the platform.
Establishing a presence on TikTok can prove surprisingly worthwhile for many ecommerce firms – especially as the app is said to have now been downloaded six billion times. However, if you want to make a big impact on this social media portal, you should craft your videos for it carefully.

Keep your videos short and sweet

TikTok users can discover new video content through the service’s For You feed. As a TikTok blog post explains: “This feed is powered by a recommendation system that delivers content to each user that is likely to be of interest to that particular user.”

TikTok’s algorithm here particularly takes account of what proportion of a video users actually watch – and the higher the proportion they do watch, the likelier the video is to be pushed to other users. Therefore, you have a strong incentive to keep your videos short and to the point.

Create videos based on trending hashtags 

Like other social networks – such as Twitter and Facebook – with which you are probably more familiar, TikTok uses hashtags. As with those other networks, you can base your content around trending hashtags in order to get it more easily noticed – although of course, the content itself still needs to be suitably riveting as well. 

Otherwise, you may struggle in your attempts to get your videos “going viral” – in other words, capturing popularity and shares outside the platform, in this case TikTok, where it originated. 

Give viewers a glimpse of life “behind the scenes”


Behind the shiny chrome that is your brand, a lot of cogs will be whirring – so, you shouldn’t be afraid to let your TikTok viewers have a good look at them. 

Perhaps you could show people how you prepare and package an ordered item before it is shipped to the customer? You could even put yourself and – if your e-tail business isn’t a one-man effort – the rest of your team in front of the camera to say a friendly “hello”. Such moves can help your company to portray itself as friendly and approachable. 

If you’re unsure how to get started with TikTok, our team here at Piranha Designs can set up your TikTok account and prime it for success when you opt for our search engine marketing (SEM) Platinum package. 

Alternatively, you might wish to speak to our experts about any of our other digital marketing or website design services – in which case, please don’t be afraid to reach out to us via phone or email. 

What’s actually motivating your online store’s target shoppers?

Julian Byrne - Friday, February 12, 2021

A lot of online business owners may feel that they already know whether they sell experiences or physical things. After all, if your firm doesn’t specialise in obvious ‘experiences’ such as holiday packages to Tenerife or driving days that involve blasting a supercar around Silverstone, and instead sells electrical goods such as TVs and laptops, you might think the answer’s pretty clear.

But actually, the true situation might not be so clear – and this can have major implications for how you market what your business does sell, including how you respond to customer concerns.

What is my target customer looking to accomplish?

The above is a big, big question that any business – online or offline – needs to ask themselves regularly.

When it comes down to it, even if – for instance – your store deals solely in electrical items like those mentioned above, it’s not really the items themselves, or even the finer points of their technical specifications, that you’re ultimately selling. What you’re ultimately selling to the customer, is happiness.

Yes, you read that correctly: happiness. Whether your store sells products or ‘experiences’, every store is essentially trying to sell positive and happy experiences.

The customer is approaching your business with a certain need, problem or unhappiness about something, and they’re looking to solve that issue. There’s something that they specifically want to accomplish, and they’ll want to know how your brand can help them to make it a reality.

Let’s look at the aforementioned example of TVs. Your brand might offer impressive 4K Ultra HD widescreen TVs, with pre-loaded streaming apps like Netflix and YouTube. But the customer might be looking for a TV that is available for a certain price, and that has a built-in DVD player, to enable them to watch DVDs for TV programmes and movies that might not be available on Netflix.

You (hopefully) get the idea. Simply reeling off “industry-leading” technical features on your site’s landing and product pages won’t necessarily get you very far, if you don’t understand what the customer is looking to accomplish, and the experience they want to have with whatever product they might eventually buy from you.

You’re selling feelings – so make sure you ask the right questions

Keeping to the TV theme, just think of all of the experiences your favourite TV shows and films bring you... the raw thrills, the sentimental appeal, whatever they happen to be. These experiences are what your brand is ultimately selling, even if you’re handing the customer a box containing something made out of metal and plastic.

However, not all of your online store’s target customers will necessarily be able to easily explain what they do need from a product, so it will also be important to ask questions that tease these needs out. Simply asking them “what do you need to do or solve?” can be a great starting point.

But depending on the product category in question, you might also quiz the customer on their circumstances, activities and preferences. This will help you to narrow down the options so that the shopper purchases and benefits from a product that does give them the experiences they desire.

Remember that a customer whose ‘pain points’ are comprehensively answered by your store’s products, is likelier to be one who continues buying from you for months and years into the future – and they’re likelier to spread a positive word about you to others, too.

For a free no-obligation discussion of your own brand’s needs in relation to website design or other digital marketing services, don’t wait any longer to reach out to the Piranha Designs team.

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