According to Brand Keys Customer Loyalty Engagement Index, the purchase decision-making process is about 70 percent emotional and 30 percent rational. If your brand isn't emotionally connecting with consumers, there's a good chance that you're missing out on a huge number of sales.
Written words only go so far in delivering an emotional connection, which is why it's so important for brands to show a product's value through compelling images and videos. Images and videos enable consumers to visualize themselves actually using, wearing or interacting with a product. Words just don't provide that kind of experience.
That said, having a mediocre image or video showcasing your brand's products won't trigger an emotional response from consumers. Beauty is key. If you're not creating beautiful brand images for your e-commerce site, then most likely your customer isn't emotionally connected to your brand.
In order to forge emotional connections with consumers, make sure your brand's images and videos include these components:
1. Add movement. In brick-and-mortar stores, consumers are able to feel, test out and look at products from different angles to forge an emotional connection. Since that experience isn't possible online — yet — your images and videos must attempt to provide a similar experience.
Adding movement is the best way to achieve this. Offer consumers different 360-degree angles to view a product, giving them a sense as if they were actually picking up the product in-store. Also consider showcasing the product in an instructional video. When a consumer views a video showing how a product can be used in real life, they'll be more likely to envision themselves using the product, therefore making an emotional connection and, ultimately, a purchase.
2. Focus on the details. Every single detail matters to consumers. If you skip out on providing as much information as possible about a product, consumers won't feel as connected and may not make a purchase. Allow consumers to make an emotional connection with your product by narrowing in on the details — i.e., show them the ins and outs of what your product has to offer.