Human Motivational Optimization for E-commerce
Let us say you have an online business that sells clothing. The best way to display clothing is on a model who twists and turns so the audience can see the item from all sides, as well as how it hangs or drapes on a real person. A garment displayed flat looks like a rag, and just does not do the product justice.
Even quality still photography does not show how a garment looks when someone moves; and high quality fashion photography is more expensive than short fifteen to twenty second Web videos.
You can also add some professional voice-over narration that explains all the fabric details, design features and options available. A Web video fashion catalog is the most effective way to sell clothes online.
Perhaps you sell cosmetics. Another product ideally suited for Web video. Teaching visitors what products look best together based on particular facial features and coloring as well as different makeup styles for work, play, and evening are ideal opportunities to up-sell and build confidence in you and your products. Customer education is one of the best Web marketing tactics you can employ in order to distinguish yourself from the competition.
Clothing and cosmetics are both high profile products, but let us say you sell something that is not quite so sexy, something like sandpaper. Sandpaper is boring but, if you need an abrasive product, you better pick the right one or you will make a mess of whatever you are trying to build.
Teaching customers what products to use turns one-time buyers into long-term customers. When customers buy the wrong thing, they invariably blame the supplier, while suppliers that provide valuable purchase advice create a significant barrier to competition.
Returns on electronics and computer equipment are too costly, and that goes double for online businesses where shipping is a factor. And that does not take into account customer that will created by the aggravation and frustration of being sold the wrong thing. Rather than being an expense, a professionally produced Web-video e-commerce catalog is actually a tactic that saves time and money, both in the sales process, and customer relations.
Web video engages audience attention; informs viewers of product advantages, details and options; and explains who should purchase, as well as who should not. It educates people on how to get the most out of what you sell, and it does it in the most compelling and memorable manner. It establishes a trust-based relationship with clients and that is something competitors cannot overcome with high pressure, price-slashing tactics.
The Geeks are Killing Your Business
Today we have a generation of entrepreneurs trained in highly specialized technical areas like search engine optimization, database development, statistical analysis, and Web-based programming. All of these disciplines view business, even marketing, advertising and public relations as if they are somehow quantifiable, scientific disciplines that can be measured and managed without consideration of that messy notion called human nature.
The biggest problem in business is dealing with people, and just because your business is Web-based, does not mean people no longer count.
We know 'if you build it, they will come' is not a viable marketing strategy, and the idea 'if they find you, they will buy' is just as wrong. Start thinking in terms of Human Motivational Optimization: start designing websites for people, not search engines.
Source From SitePro News
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