Written by: Sheelagh Jackson and April Tarman
Shopping has always been a visual experience and a key feature of brick-and-mortar merchandising. So, though storefronts transition to digital brand stores and colorful displays to enhanced content pages, the need remains for a visually immersive consumer experience.
Content That Converts
The COVID-19 pandemic has accelerated the consumer shift to eCommerce by 5 years (Roirevolution, 2020). More digital buyers mean more competition, and with it, an increased need to direct the digital consumer experience. A study by Kantar Retail IQ and Catalyst found that product detail pages “yield significant influence over shopper purchase decisions”. To fully capitalize on this opportunity, brands must “deliver content that converts (The State of eCommerce 2021).” Best-in-class infographics are such content. Brands can leverage these versatile combinations of imagery and text to deliver convenient, informative, and immersive consumer experiences that can drive conversion.
Visually Immersive Consumer Experience
High resolution, multi-angle product images are a given for any quality product page, but they are not enough to deliver the more rounded, immersive visual experience needed to drive conversion. Infographics can “go beyond traditional product package shots to demonstrate key consumer benefits, points of differentiation, credentials from industry professionals, and highlights of corporate social responsibility programs to give shoppers every reason to convert” (The State of eCommerce 2021).
Best-in-class infographics quickly convey priority product information, differentiate products from competitors, and tie into the broader brand messaging. Through an information-forward approach, brands can minimize the chance of losing consumers due to a lack of attention-grabbing, accessible information.
Create Best-In-Class Infographics
1. Keep It Critical
Convey the information most critical to converting shoppers. Infographics can be tailored in any number of ways to meet the specific needs of the product or brand, and the expectations of the consumer. Use them to round out the consumer’s understanding of the product: how it’s used, how it’s made, what it contains, how it relates to your other products, etc.
Remember that critical information is subject to change as competition grows. “Gluten-free” may have been your product’s most critical callout 5 years ago, but now your top 10 competing products are all gluten-free. In such cases, use an infographic to highlight a feature that differentiates your product from its competitors.
Infographics are ideal for mobile shopping because they present important info to provide details about the product..
2. Keep It Simple
Create images that convey critical information in an easily digestible manner. A recent study suggests that the global attention span is narrowing due to the amount of information presented to the public (Technical University of Denmark, 2019). As such, information must be as concise and easy-to-read as possible.
Simplicity is especially important when we consider how product pages appear on mobile devices. Mobile product pages are condensed to be displayed vertically, so they involve more scrolling than dot-com marketplaces. Infographics are ideal for mobile shopping because they present important info to provide details about the product, but also keep the information concise enough that mobile shoppers won’t feel overwhelmed when scrolling.
3. Keep It On Brand
Infographics should be an extension of the brand—offering information about the product while simultaneously reflecting the look, feel, and values of your brand. Through such imagery, you create a more immersive consumer experience.
As we work to keep up with an ever-growing and evolving digital marketplace, infographics are invaluable tools in our digital toolbox. They are the Swiss Army Knife of graphics—capable of meeting your specific product and branding needs. With them you can quickly and clearly present primary product callouts, distinguish products from their competitors, and enhance the overall visibility of your brand.
Shoppers are out there right now looking for your products; grab their attention, draw them in, and convert them from general shoppers to loyal customers.