8 Experiential Ways to Make Your Web Site Sing
Whether you sell products in a store or a catalog, or on a Web site, marketing the experience of ownership is critical in making the sale. Studies show that even with high-ticket items like cars, consumers are driven more by desires than product features. The fantasy of experience offers rich opportunities for creative exploration on Web sites – and can lead to greater audience involvement and increased sales.
Certainly the goal of every e-commerce Web site is to engage the prospect and sell the merchandise. But it has become necessary to look beyond traditional formulas. The measurements we base success on -- session length, page views, conversion rates, etc. -- will remain stagnant if new experiential techniques are not employed.
Get flashy. Employing Flash and other rich media can give your customers a case of the oohs-and-ahhs. The Dutch department store Hema took a seemingly simple page of everyday products and created a fanciful display of Flash genius. By the number of times this reviewer has received this link, its safe to say it’s a worldwide hit.
If you liked this … E-commerce has provided marketers with a wealth of customer data never before imagined. If your Web site creates an intelligent (and responsible) recommendation system, the result can be fantastic. Netflix and the iTunes Store use recommendation systems remarkably well.
Communicate touch and feel. Customers seek meaning beyond the base-level selling proposition. Help your customers visualize how the product will benefit their lives. Try a 360-degree-view photo tour, video of your product in use, a full-screen view or colorization options.
Set up the scene. Are you selling a barbeque grill or a sunny day spent with good friends? Take your visitor to an aspirational setting. This can be achieved online with interactive environments that show valuable content and products. AT&T created the AT&T blue room -- a micro site that pulses cool and connected. Visitors can check out exclusives on music, sports, movies and more, all the while seeing AT&T ads for DSL broadband and other related services.