How to Leverage Emotional Content to Increase E-commerce Conversions

All the best marketing strategies will tell you to sell emotions, not products. The best advertisements that stand out over the years appeal to our emotions. According to Harvard professor Gerald Zaltman, “Emotion is what really drives purchasing behaviour”. Tapping into the emotions of your targeted group of customers can help you to increase e-commerce conversions. It can help you to create a strong connection with your customers and build up a thriving community of users over time. 

To create a strong marketing strategy for your products, you first need to understand the demand and consumption patterns. Only then will you be able to influence customer behaviour in favour of your products.

How to use emotional content to increase e-commerce conversions? 

Creating a superior quality product is only the first step. If you want to stand out among the intense competition in the world of e-commerce, you need to capture your customers’ attention. 

Let us go look at some of the ways you can leverage emotional content to increase e-commerce conversions.  

Use the power of storytelling. 

Storytelling can be a powerful tool to engage customers emotionally. After all, customers will not relate to the USPs and special features of your products at first glance. The story behind the product is what leaves the first impression. If it is impressive enough, customers stay back to look at the details of the products.  

Stories can help you create an emotional connection with your customers. This will start fostering feelings of community and it can lead to increased loyalty and repeat purchases. 

Use visuals to showcase your product. 

The main disadvantage of e-commerce is that you are not able to view the products beforehand. This gap can be bridged by using visuals. Images and videos are a lot more powerful than text when it comes to influencing customer behaviour. Use high-quality images and videos that showcase your products being used.  

For example, if you sell clothing, display images of the clothes from different angles and images of models wearing the clothes to show customers how it would look when worn. If you sell beauty or skin care products, use before-and-after images to showcase the transformation that your products can cause. 

Leverage the power of social media to showcase user-generated content. 

If the last decade has taught us anything, it is to never underestimate the power of social media when it comes to increasing e-commerce conversions. It can make or break brands overnight. If your content goes viral, you can reach millions of buyers in an instant! 

That’s the dream, isn’t it? 

Use your social media channels to showcase user reviews and uploads. From customer reviews to ratings and testimonials — it can all help. You can even use professional influencers to amplify your social media content and boost engagement. 

Social proof can help you to increase trust and credibility with your customers. Make sure the reviews and testimonials are authentic and relevant. Use reviews and testimonials that speak to specific benefits or features of your product or service. This can create an emotional connection with your customers by showing them that real people have had positive experiences with your product or service. 

Best practices for leveraging emotional content to increase e-commerce conversions

Playing to customer emotions is a powerful tool, but you need to use it properly. Too much, and you can actually drive people away from your brand. With that in mind, these are some of the best practices for leveraging emotional content to increase e-commerce conversions. 

1. Personalisation 

The emotional content that you create should resonate on a personal level with your target customers. You can use customer data to create targeted content and offers. Use customer preferences, past purchases, and browsing behaviour to create a personalised experience. 

2. Visual appeal 

Social media is a place of beauty and visual appeal. While it is never a good idea to keep extolling the virtues of your brand, make sure the content you create is aesthetically pleasing and will appeal to your target customers.  

3. Customer engagement 

This is one of the benefits of social media and can go a long way in increasing e-commerce conversions. Respond to your customers on chat or DM to make them feel heard. You can host FAQ sessions or webinars or events from time to time to promote the community of users. 

4. Consistency 

Make sure your marketing strategy is in sync across all the different channels. From the different social media channels to your website — use the same base campaign themes to provide the best experience. 

Challenges faced in using emotional content for e-commerce marketing

Lack of resources 

It is hard to capture data to understand and influence customer behaviour is not very easily available, unfortunately. You’ll require tracking tools across all your different sales channels. You’ll also need special marketing tools to improve and optimise your social media tools. Plus, you’ll need a lot of photography equipment to actually create high-quality visual content. 

Maintaining authenticity 

When you’re integrating emotion into your brand content on different levels, it can be hard to maintain authenticity and ensure that your brand’s ethos is highlighted. Make sure you don’t just publish any content. It has to be honest about your brand’s performance and true to its identity. Also, it is important to keep changing the tone and format of your testimonials to keep things increasing.  

Difficulty in measuring success 

The different performance metrics can be hard to track. You’ll be collecting data from different platforms. It can be difficult to clean up all this data and perform a full analysis to measure the success of your marketing campaigns.  

One solution is to use an end-to-end platform like Ordazzle to track your performance metrics. The main advantage of using such service providers is that you can streamline your entire process and optimise your marketing strategy. This, in turn, will help you to increase e-commerce conversions.