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How to use Concrete Imagery to DRAMATICALLY increase your Conversion Rate on your E-commerce Store
//THREAD//
In a study, it showed people preferred an insurance plan that covered death by terrorism,
Compared to a plan that covered death by any reason
Even though the second plan covers any reason of death - including terrorism,
Ironically, people found it less appealing
Compared to a plan that covered death by any reason
Even though the second plan covers any reason of death - including terrorism,
Ironically, people found it less appealing
In another study, it showed that people were more far more likely to donate $5 to an African girl named Rokia, compared to the same appeal for âmillions of peopleâ
This is because we have trouble envisioning millions of people
But we can easily picture one child in need
This is because we have trouble envisioning millions of people
But we can easily picture one child in need
What to take from this?To leave a lasting impression on your customer, you need to paint them a CLEAR mental picture
When people are emotionally affected, they are FAR more likely to purchase- out of emotional impulse
The best way to do this is by using concrete imagery
How to use concrete imagery?Pain points. Play on pain points
That problem that your target audience have been suffering from - you need to vividly remind them of it
Remind them of:
How painful it is
How frustrating it is
How it keeps them up at night
For example if youâre selling a toothbrush
+ the demographic youâre targeting suffer from sensitive teeth (pain point)
Use concrete imagery to remind them of the pain point:
How they cringe every time they eat an ice lolly
How they canât enjoy a hot coffee with their friends
+ the demographic youâre targeting suffer from sensitive teeth (pain point)
Use concrete imagery to remind them of the pain point:
How they cringe every time they eat an ice lolly
How they canât enjoy a hot coffee with their friends
When you clearly paint a mental picture in their head,
The customer can now vividly feel/ remember how they feel when they suffer from {X} pain point weâve described in depth
They are now emotionally affected
Emotions sell
In their Emotions = Prime impulse purchase territory
The customer can now vividly feel/ remember how they feel when they suffer from {X} pain point weâve described in depth
They are now emotionally affected
Emotions sell
In their Emotions = Prime impulse purchase territory
What to do next?This is when you describe a life where they donât have to deal with {X} problem anymore (their ideal life):
âImagine being able to go for a coffee with your friends without your teeth hurtingâ
âImagine being able to enjoy an ice cream on a hot summers day?â
They can now clearly imagine the life they wish that they had, without {X} problem
This is because weâve foreshadowed a dream life for the customer, in contrast to their current life
The dream life is now at the forefront of their mind, wishing they could SOMEHOW live that life
This is because weâve foreshadowed a dream life for the customer, in contrast to their current life
The dream life is now at the forefront of their mind, wishing they could SOMEHOW live that life
This is when you present your solution to {X} problem (your product):
âWell now you no longer need to suffer, because our new toothbrush solves sensitive teeth effectively, using:
- Describe 1st benefit / feature of product
- Describe 2nd benefit / feature of productâ
Etc..
âWell now you no longer need to suffer, because our new toothbrush solves sensitive teeth effectively, using:
- Describe 1st benefit / feature of product
- Describe 2nd benefit / feature of productâ
Etc..
The customer now realises HOW they can solve the problem they have had to suffer with for so long (by using our product)
However we donât stop here
This is where you give the customer an IRRESISTIBLE offer which they canât turn down
-Low price
-Huge discount
-Scarcity
Etc
However we donât stop here
This is where you give the customer an IRRESISTIBLE offer which they canât turn down
-Low price
-Huge discount
-Scarcity
Etc
Examples of âAMAZINGâ Offers:â70% OFF today only!â
âBuy 1 get 1 FREE - Offer Ending very soon!â
âSolve your dreaded problem of sensitive teeth TODAY for the cost of a McDonaldâs Meal!â
Etc
The customer now has the PERFECT solution
To the
Awful pain which has been at the forefront of their mind (due to our vivid description of it)
AND
They have an amazing offer right in front of them
Itâs a win-win for them
& for us
To the
Awful pain which has been at the forefront of their mind (due to our vivid description of it)
AND
They have an amazing offer right in front of them
Itâs a win-win for them
& for us
Now compare this to if the customer visits your product page & just sees:
- A cool product
- Some benefits
- Some features
- Some specifications
Which is more likely to make them convert?
- A cool product
- Some benefits
- Some features
- Some specifications
Which is more likely to make them convert?
