Ecommerce stores are convenient and offer much to consumers. But online shopping has one big disadvantage: Buyers cannot touch the products.
Many shoppers inspect goods at physical stores before buying them online. That process can hurt ecommerce sales.
In this post, I will discuss three ways for ecommerce businesses to overcome a potential buyer’s desire to touch a product before buying online.
Post Compelling Photos
Include context-of-use images — which show how the product is actually used — as well as explainer graphics. For example, the photo below shows how a USB hub for a MacBook accepts many types of cables. Photos that focus on the product’s design, dimensions, and functionality help answer questions that eliminate the need to inspect. Photo captions can also help sell.
For products with fine details, show close-ups and allow for zooming. Apparel, footwear, jewelry, and similar categories typically require shoppers to view adornments and texture. Consumers may also want to study design and stitching patterns, color consistency, and durability.
Any product can benefit from close-up images. When allowing for zoom, make sure the image remains in focus. If photos go out of focus you risk losing the inspiration and the sale.
Emotionally driven photos also generate sales. This is particularly true for toys and games, outdoor gear, and fitness products. Include people or pets when appropriate.
User-generated content is a powerful means of selling. It can include pictures, videos, and blog posts, as well as testimonials and discussion boards.
Try to include a gallery of consumer photos.
Product videos tell stories that a single photo cannot. The scratcher photos above do not show the cat’s initial or subsequent reactions to the product. While we see the cat using the product in two different ways, nothing bridges the gaps between the cat entering the frame, discovering the scratcher, and spending time scratching and then resting in the hammock. A video would give shoppers better insight into how their pet might interact with the product.
Video serves other purposes, including:
- Explaining product usage, especially for high-tech and assembly products.
- Showcasing customers.
- Enhancing brand recognition.
Like photos, videos should be in focus and high resolution.
Reviews from customers sell products and answer questions of other shoppers. Use a review system that allows for photo and video uploads. Reviews can also minimize shopper uncertainty. This will go a long way to keep prospective customers from going to a physical store to view the real thing.
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