How To Use Brand Storytelling to Improve Your eCommerce Conversion Rate

Is your site not converting as highly as you would like? This little story may help you figure out why! 

Imagine there are two shops side by side on a street. Both are selling scented candles for the same price, you are in the market for candles so you decide to check them out.

In the first shop, there are handwritten signs telling you all about how the products are made and where the ingredients come from. When you walk in, a smiley woman greets you and tells you a bit about the store and why she started it, explaining that she was worried about all the chemicals in commercial candles. Out the back you glimpse some people working on the candles, pouring them by hand into the containers. As you walk in, two customer walk out and stop to tell you how much they love the products.

The second shop is the same size and shape, but there are no explanations of the ingredients or where they are from. No one greets you, in fact the checkout is automated and difficult to use. Out the back all you can see is boxes piled up. No one else is in the store that you can see.

Which one would you buy from? Obvious right?

We want to buy when we get to know the people, the story and the product and feel invested in the journey. We also want to buy from places that other people love, as it helps us trust in the brand.

Now apply the same thinking to your website.

How can you expect people to buy from you if they don't feel a connection to your brand and products, especially online, where trust is low. There are so many ways to bring human stories and connection to your website, as well as bringing in 'social proof' from your existing customers - but so many brands forget to do this, and then wonder why their conversion rate is low!

How can you make every journey on your website whether someone is there for the first time, just stopping by, or a repeat customer, feel more personal, and use it as an opportunity to tell your story? 

Want to chat about working with us? Email hello@webtopia.co and we will put you in touch with the right team!