There is no denying that content can do wonders for your e-commerce business.
It allows you to incorporate your target keywords and rank for them. It is also an excellent way to attract and retain your customers’ attention.
However, studies show that the human brain can process images 60,000 times faster than text. No wonder why photos and videos are better at encouraging audience engagement.
Have you seen a 1,000-word article about the health benefits of apples on Facebook? Probably not. But if it is an image gallery, infographic, or video about Apple, you will likely see it circulating on the platform.
But what can visual content do for your e-commerce business?
As mentioned earlier, humans are visual learners. This explains why your customers can quickly recall the images and videos you shared instead of your status updates.
It is the reason visual content generates more engagement than text.
Would you share an article on how to make apple cider vinegar, or would you rather send a YouTube link?
However, visual content is not limited to images and videos. Keep in mind that people associate a brand with logos. This explains why we know a McDonald’s from ten meters away, thanks to its red and yellow branding colors.
Exclusive Brand Identity
Speaking of branding colors, visual content is what separates your e-commerce business from the rest.
While two companies can use red and yellow as brand colors, you can distinguish which one is McDonald’s and which is Lego. That’s because no two brands would use the same logo.
This is why visual content is integral to e-commerce marketing. It helps personify your business. And because of that, your customers can recognize whether the product or packaging is yours.
Do you know why some people would rather wait for a movie adaptation than read a thick book? That’s because moving pictures has a more gripping narrative and a faster pace than a novel. It also triggers various emotions.
But how can visual content benefit your e-commerce business? The answer is in storytelling.
For example, you can use images and videos to showcase the communities and organizations you support. You can also use it to show how your products are used. That’s because visual content makes it easier for a person to understand complex concepts.
Sure, giving your customers a 360-degree view of your products is vital. But an instructional video or infographics is better for teaching them how to use your products.
E-commerce Conversion Boost
When you start an e-commerce website, it is imperative to make conversion your number one consideration. After all, you can generate sales through the number of conversions you drive.
You can start by using visual content to show how your products are used and the benefit that they can bring. After all, images and videos are excellent at making complex ideas easy to understand.
Even your call-to-action button is an image paired with actionable text. What’s important is that it is placed in prominent and relevant locations on your website.
In line with boosting conversion, visual content is the closest thing your customers can get to your products.
Keep in mind that your customers cannot touch and scrutinize your products in person. Hence, it is imperative that your images and videos can showcase your products most realistically.
One way to do that is by using high-resolution product images.
For instance, you are selling women’s clothes in your online store. You can upload high-quality images to show how a particular dress looks in front and back. In addition, customers can zoom in on the pictures to see the finer details.
Social Media Reach
Social media marketing is integral in promoting your e-commerce business and your products. However, it is undeniable that visual content can help you reach your marketing goal faster.
Why do you think social networks like Instagram and YouTube are excellent for extending your market reach?
It is not because an Instagram influencer or YouTube vlogger is famous. But it is because they know how to leverage visual content to tell a story.
Meanwhile, we also use images and videos when running Facebook advertisements. It is ideal for attracting an audience’s attention, and then pair it with a witty caption to encourage conversions.
Increased Dwell Time
Dwell time is defined as the amount of time a website visitor spent looking at a page after clicking through a result page.
For example, someone typed in “red cocktail dress” on Google and clicked through your e-commerce website. The time spent from the moment a site visitor landed on your product page until clicking away is called the dwell time.
Thus, a high dwell time means a low bounce rate.
And how does visual content play a role in this? They are responsible for attracting and retaining your customer’s attention.
After all, a customer would consider buying a dress because it looks pretty.
Are you wondering why marketers and business owners invest in visual content? That’s because it is excellent in attracting the audience’s attention and encouraging brand recall.
According to Brain Rules, only 10% of readers can recall a piece of information after three days. But if you pair it with a relevant image, you can bump up the recall up to 65% after three days.
This explains why we recall memes and ads that caught our attention or invoked some emotions. And every brand needs that kind of impact and recall since our attention span and patience are getting shorter by the day.
Visual content is an appealing and cost-effective way to engage with your customers.
Imagine describing an apple to your customer. Which do you think is easier to do: Writing about an apple or drawing it?
Other than that, you can also use visual content to showcase how your product can improve a customer’s standard of living. It can also help your e-commerce business become a top-of-mind choice for your potential customers.
Simply put, images, infographics, and videos can help boost your online store’s online visibility and sales.
About the author
Jake Rheude is the Director of Marketing at Red Stag Fulfillment, a fulfillment warehouse that allows you to start your e-commerce website. He has years of experience in eCommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.