How do online businesses add that personal touch when face-to-face communication isn’t possible? More and more, online shoppers are seeking personalised experiences when considering online purchases. How can this be achieved? There are many ways you can show potential customers the REAL you and convey reasons why they should buy from you.
Here are five examples: -
The products are most important but in order for a customer to emotionally connect, show how they are made. Customers like anything visual and so graphics or videos will help explain the process. Make sure you “speak” to your broadest audience, avoid any specialist jargon and keep it simple to describe the “how it’s made” concept. The video will lend credibility to your company.
Don’t be afraid to produce your own self-made videos showcasing your finished products. There is definitely a trend with consumers looking more and more at the shopping experience of independent brands and turning their backs on retail chains (#shopsmall). This is great news for the smaller eCommerce sites but the secret is to allow consumers to get to know those that are running the company. A transparent relationship gives smaller business owners a much greater chance of truly connecting with their customers.
Share real stories. Look at your motivation for growing the company. Personal stories are best but make sure the stories are real. The story allows for the customer to emotionally connect with the brand or you as an individual.
Share common interests. As someone who is passionate enough about products to grasp the opportunity to sell online, you must therefore have interests relating to that product that aren’t necessarily offered by your webshop. For example, customers may be interested in recipes if you are selling BBQs or product care if you are selling leather items. Customers may share these interests and want to be engaged with and provided with useful content relating to these interests to build that relationship.
It goes without saying that its best to avoid sharing stories and content that are risqué or uncomfortable for some readers.
Create a page that’s shareable. Content that is interesting enough for people to share will also help sell products. By telling the full story, you educate visitors, brand the business, and promote your authority on specific topics. These all work together to instill trust and increase conversions.