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Wait, what’s a Picture Story?
When you study the heatmap of your Shopify product page you will likely see an image like the one below. We’re going to share a really interesting conversion secret (read on).
50% of our brain is devoted to image processing. This is probably where the saying “a picture is worth a thousand words” comes from.
Pictures are so powerful that they pull away attention from everything else on the page, including the product description.
This is a problem because the product description is where we make the sales pitch to the buyer. The product description is what gets the visitor to buy.
So here’s our little secret: convert every photo on your product page into either an infographic or a picture story.
Infographics and picture stories are similar but not the same.
An infographic is when you add text to a photo to convey technical info about the product: like the thickness of the material, etc.
A picture story is different. The purpose of the picture story is a branding exercise.
To imagine a picture story think of a product ad in a magazine:
Remember, we’re doing this because we know the visitor’s eye will be drawn to any visual element on the page. By adding information on that visual element we’re elevating it from just a unique photo to a unique photo that’s also delivering a sales pitch to the shopper, which is the ultimate conversion secret.
Picture Story Example
I was on onnit.com. They are a huge online retailer and they understand the power of picture stories. They know people on their product page will zoom past written content and fixate on visuals. So they’ve done the smart job of converting their product image into a high conversion picture story:
You should use this conversion secret because …
Very few direct-to-consumer (DTC) retailers are using it. But that will change once marketers realize how effective this conversion strategy is. So get in on the action while it’s still a relatively rare idea (many of the top guys are already using this technique).
We hope you enjoyed this article that talked about what a picture story is and how to use it to maximize conversion rates.
We’ve spent the last 13 years in our marketing lab, experimenting with ways to optimize conversion rates and grow sales. If you’re interested we’d like to share our key insights:
— The most important page on your site is the product page. Why is that and why focus on product pages?
— On the product page (also called PDP) the most important element is the product description. This is where we present our product sales pitch (also called product story). This product story presentation needs to be perfect. We have just one chance to convert this visitor (only 15% of visitors ever return). Learn how to construct the perfect product story.
— The opening of your product description really matters. We call it the art of the start and you can learn more about it in this article: The Art of The Start.
— Once the basic product story has been developed it needs to be reframed to influence the psychology of the buyer you are trying to convince. Everyday shoppers encounter an incredible number of ads. As a result, they rely on a mental checklist to decide if they should consider a brand, or not. We’ve identified these 9 checklist items and developed a conversion copywriting process. To learn more (and see examples) visit our most important article: Conversion Copywriting: How to Craft a Product Story That Converts.
ABOUT FRICTIONLESS COMMERCE
We deliver an unfair advantage to technical product DTC brands by improving their advertising effectiveness by 20% in 90 days. Our secret? A buyer psychology copywriting framework. The process.
If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.
If you want to make your life easier and still increase conversions, jump on a call.