'Brand to Product' Storytelling: Making Engagement Sell

Nudging an online sale can take an artillery of marketing actions and interactions in today’s complex customer journey.

There are many strategies out there that lead to a higher conversion rate on product display pages; such as removing distractions, frictionless checkout experiences, or changing the call to action.

In the end, however, one of the greatest drivers of product page conversion is one that is often overlooked by eCommerce and retail websites;  that is extending the life of the brand story and emotional connection a marketing team has built, right through to the point the shopper is contemplating making a purchase on a product page.   We see many product display pages that lack this richness of inspiration or information. You’ve brought the shopper that far, why stop now?

How do you pick up this emotional connection from the story you tell as a brand to the story you tell as an individual product online? Here are some top tips:

1. Trust and Transparency is important to your brand story and so why wouldn’t you continue to inject that right through to the final product journey? 58% of adults surveyed said they do not trust a brand until they have seen “real world proof” that it has kept its promises.  Content from your customers or User Generated Content is a significant influencer of not just trust from obvious social proof, but also transparency.

Take for instance this simple white t-shirt on a professional model, alongside the standard list of product information.

Now inject some social proof into it.

More than even the endorsement, the customer content actually creates the perfect ‘Brand to Product’ story in a way the professional model can’t. This is real people wearing the real product.

In addition, the shopper has a selection of body shapes and sizes to relate to practical purchase decisions.  Finally, a familiar lifestyle or look can personalise even the simplest white t-shirt.

2. Let your product pictures tell your brand story – and measure it

This is an area many eCommerce and online retail sites continue to neglect. Each product page offers the easiest way for customers to place themselves into the brand story and provide a perceived sense of ownership and connection.  And this isn’t whimsical brand love, this is measurable; from conversions right through to online sales.

Yet, so many sites have static and lacklustre product photography. Let's look at that white t-shirt again.

The real estate around the product page is there to tell your brand and product story – so why not let a selection of your best customers tell it for you.

Aside from the fact customers are 79% more likely to convert with customer content or UGC, this is a very measurable KPI – conversions. And this is served with zero creative spend and 100% ROI because your customer not only bought something from you but has given you endorsed content.

3. ‘Buying the look’ is another great example of ‘Brand to Product’ storytelling. Your target audience is on your site because they have a perception of what your brand identity is.  This needs to be carried right through to your entire product line.  In this image, a shopper visualises how they might wear a product to feel connected to the brand philosophy. The image should provide direct links to other products on your eCommerce site, directly increasing the Revenue per Visitor ( RPV ).

4. Product reviews and ratings expand and build on your brand story. With  18% higher conversion, reviews and ratings have been a trusted product story asset.  But think of future proofing your brand narrative.  Mobile phones in hand, visual content has become the common language of the 21st Century. Together with testimonials, reviews or ratings –  visual imagery, whether video or stills is a very compelling sell.

5. Content, content everywhere but how to put it to work for you? We’re living in an age where social media has exposed brands to the power of engagement. But the reality of it is that whilst many marketers have access to this opportunity to drive engagement with consumers, Heads of eCommerce increasingly ask what the measurable value this engagement is to the checkout basket.  Now that we’re seeing the shift towards the online environment defining the shopping experience – that ‘Brand to Product’ story needs to be owned by the brand marketers and online product marketers alike.

Get in touch with Duel to find out more.