How to compensate for customers not being able to touch your products

Piranha Designs - Monday, June 24, 2019

There are a lot of great things about shopping online, ranging from its sheer convenience to the deals frequently available on ecommerce sites that might not be within your easy reach if you were to depend on the high street alone. 

Online retail isn’t without its drawbacks, though, with surely the biggest being the fact that the customer cannot reach out, touch and inspect a given product prior to purchasing it. 

This factor alone may deter some of your prospective customers from using your site, when there is a rival seller of a given required item within travelling distance of their house. So, what are some of the best potential ways of overcoming such a clear disadvantage as an ecommerce site owner?

Show plenty of captivating photos 

Anyone working in retail knows how powerful product imagery is. However, for too many of the items on sale in your online store, you may presently be dependent on whatever standard images the manufacturer has provided, perhaps simply depicting the product on a blank background. 

Why should you settle for that, when there’s such an obvious opportunity to incorporate context-of-use images into your product pages? These are photos that show how the particular item is actually used, thereby enabling the shopper to easily imagine how they might do the same. 

Explainer graphics can also be helpful, as can images that depict the product at unusual angles or in close-up to draw attention to distinctive and useful features. The more your on-site images can tell your customers about an item’s design, dimensions and functionality, the less they will feel the need to seek out an example of the product to scrutinise ‘in real life’ before ordering it. 

Include videos of the product 

While images can be taken of a product that include a person using it for demonstration purposes, video can be even more powerful in this regard. After all, there may be certain more technical products – or those requiring assembly – that require slightly more elaborate explanation as to how they are to be used, which can be done especially memorably in a video or two. 

Allow customers to post product reviews 

Providing a means by which customers can submit their own content in relation to the product can be similarly invaluable for reducing those urges that other shoppers may have to head to a brick-and-mortar store to examine and touch the item for themselves. 

It’s the case with photos and videos, and it can be the case with user-submitted reviews, too. Such reviews will help to answer the most pressing questions that customers are likely to have about what the product is actually like in real-life circumstances, further ‘humanising’ your site in the process. 

Are you looking for a website design service that also gives you full control over your site for updating its content when required? If so, you may be pleased to learn about our expertise in ecommerce web design, this being just one of the key services that Piranha Designs can provide to assist your retail brand in establishing the strongest possible online presence.

5 elements that any product video on your website should have

Piranha Designs - Monday, January 21, 2019

Video has gained considerably in prominence as an online marketing medium in recent years. Whereas it may have once been little more than a supporting element, for many customers browsing an ecommerce site, it may now be the primary device through which they learn the basics about a given product and what it does.

However, it’s still perfectly possible for a product video to be posted on your site that does little or nothing to boost sales. In short, just uploading a video isn’t enough – it also needs to be the right video. That means it’ll need to boast the below characteristics and components.

A clear and concise message

Does your product video hook in the shopper by telling them precisely why they need the product? Any fluff in your video can be fatal to your chances of actually selling the product. This is a medium through which to communicate purposeful facts, in a running time of one minute or less.

An opening that grabs attention

Those browsing your store in search of a product don’t usually have much time to waste. Your video should therefore make clear straight away, what problem the given product fixes. The intro should be all about being relatable to your customers – otherwise, they’ll quickly hit that browser ‘back’ button.

Compelling and evocative content

Of course, the tone that your product video should have is likely to be greatly dictated by the product itself and your target audience. However, emotion is a powerful force driving many purchases. You therefore need to consider what is most important to your target customers, and then play on it in your product video.

References to the user’s pain point

A good product is all about resolving a problem – in other words, alleviating a customer’s pain point, or even several. This means a great product video will discuss at least one such pain point, perhaps by showing a customer struggling in a certain hypothetical situation, and then finding their problem to be solved by use of the product. It’s best not to overdo the number of pain points you discuss, however, so that you don’t muddle your product video’s overall message.

A decisive call to action

It’s worth remembering that with video having come to prominence online alongside the rise of optimised mobile websites like those that we create here at Piranha Designs, there’s a good chance that a large proportion of those viewing your video will be doing so via the small screen of a smartphone. This makes it all the more vital for your video’s call to action to be eye-catching and clear, perhaps achieved with specific instructions or icons that the user can tap.

Are you looking to bolster your online business’s fortunes with a brand new website design during 2019? If so, the Piranha Designs team would be delighted to hear you – feel free to contact us via our Gibraltar, Edinburgh or London offices today.


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