Impact of storytelling on your ecommerce business

Many business owners who run a website that sell products and services are often seen to focus more on the meta tags and descriptions to please search engines. This will no doubt divert traffic their store, but do they actually stay on site? Or do they disappear?

Today, customers expect for more than just a scripted content on shopping sites. The content of your ecommerce website should not sound as a sales pitch, instead you should try and bring a life in your content that will automatically makes customers stay on your website for long. The longer you make your customers stay on your website, the more chances of them being converted into a sales lead.

Storytelling can boost your ecommerce sales! That’s correct. Whether it’s regarding your “About US” page, or products descriptions – by giving honest narratives, you can increase engagement level of customers and encourage interest in your business and offerings enough to generate sales.

If you are still confused, or new to this marketing strategy then continue reading. Below, we will discuss on things that will help you design an effective storytelling strategy and the impact of it for your ecommerce business.

For an effective storytelling

Irrespective of what you are selling, your product will enhance the buyer’s quality of life in one way or another. Whenever an online shopper browses for products they intend to purchase, they relate it with them (imagining themselves using the product). The better imagination you can create in their mind, more likely they’ll end up purchasing the product from your site. Part of the trick is to relate your content with a powerful story that will automatically grab your customers attention like what a novel or a movies does.

Your storytelling should describe about:

– Target audience –  Include the about the specific gender you are targeting, the demographics, and the age group.

– Features – Cover the functionality.

– Usage – Educating customers about the purpose and it’s usability.

– Value – The usefulness for customers.

Best way to showcase your storytelling

Once you are clear with the guidelines as mentioned above, it time to present your content. Having a strong story in place, will lose its charm if presented in the same old paragraph format. This will make it look like scripted content, even if you have created a powerful story board. It should be presented in a way to draw customers eyesight and make it easy and joyful to read. And, the best way to present your storytelling is through bullet points.

Impact of storytelling on your business 

– Increased conversion rates

The latest trend is to create content that allow customers to get valuable insights that can help them make a sound purchase decision. And, adopting storytelling tactic for your eCommerce site will help your customers make informed decision increasing conversion rates like never before!

– Less cart abandon rates

Giving a life to your product description will automatically engage customers and increase their confidence in completing a purchase from your store.

– Reduce returns

Creating a story line as per the guidelines mentioned above, customers expectation are more likely to be met, which will automatically reduce the chances of returns.

– Decrease customer inquiry calls

Again, following the guidelines mentioned above, you’ll answer most of the customers question, reducing inquiry calls from shoppers to a great extent.

– Please search engines

Unlike regular meta tags and descriptions, storytelling will automatically help you create unique and précised content keeping your eCommerce store and it’s offerings up in search engines.

To end with, the last thing to keep in mind is to maintain the writing rules. No matter how good storytelling content you create for your site and product descriptions, you want your text to look professional. Therefore, ensure you offer proper punctuation and grammar check (using Grammarly or Microsoft Word) before publishing it.