Nowadays, while making a purchase decision, consumers are bombarded with lot of information and choices. Because of this, consumers are increasingly seeking information in a quick and easy to comprehend manner. The attention span has further reduced with the rapid migration from the desktop environment to the mobile platform. This rapid decrease of customer attention span has reinforced the need for visual innovation on eCommerce sites. According to Hubspot, 90% of the information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. Marketers today cannot afford not having visuals in their marketing strategy.
The 3 important ways by which eCommerce websites can leverage the use of visuals to boost sales are:
Trending Product Recommendations
Displaying the trending products on social media pages and on the website increases the visibility of a product that is already popular among the consumers. For new visitors, it works well as it relies on the power of social proof. This can evoke customers’ interest and make them browse more. Similarly, for returning customers, showing recommendations helps improve cross-sell and up-sell by suggesting additional products. This increases user-engagement and can drive up the sales conversion rate.
Best Bully Sticks, displayed the product recommendations on its Facebook page as shown in the image below. Referral traffic generated from these social recommendations converted at a high rate of 34.62%, driving up the social ROI for Best Bully Sticks.
User Generated Photo-Testimonials
Social tools for site-sharing and generating customer referrals create a peer to peer influence on social media that replicates the offline word-of-mouth promotion phenomenon on to online world. ‘Selfies’ are the best example of this. Customers are sharing product photos on social platforms like Instagram, Pinterest, Facebook, Twitter; creating numerous visual referrals that go viral immediately. These are excellent user-generated photo-testimonials which marketers can use to increase site conversions.
New customers tend to find these user-generated visual testimonials more trustworthy than the age-old online reviews. Online service for delivering flowers and gifts, EnviaFlores.com, is encouraging customers to post their selfies using specific hashtags. These visual testimonials from social media channels were aggregated and showcased on their site, resulting in increase in user-engagement. EnviaFlores.com saw an overall uplift in conversions, with sales conversion rate being as high as 27.05%.
Implementing Visual Search
Visual Search technology has become one of the most interesting trends in eCommerce recently. An analysis from a range of eCommerce sites to understand what people value when shopping online showed, 30% of purchase decisions are influenced by visual search. Unlike a keyword search, visual search identifies the shape, color, size and even text to identify brand and product names from an image. This helps the search engine to return the exact product that a consumer is searching.
For example, Heels.com’s ‘Sole Mate’ feature allows customers to upload photos of their own or link to image URLs to scour the site’s vast catalog of footwear.
One of the popular trends for eCommerce industry in 2015 is the extensive use of visuals. As shown in the above examples, visual content will help you to increase user engagement of your site and increase conversions.