Killer visual content to market your ecommerce storePosted on - 30th Aug, 2017 |
What is visual micro content?
Visual micro content is a type of communication that includes a short form of video, GIF’s, infographics and other images that are posted through social media channels such as Instagram, Vine, Snapchat, Facebook and Twitter.
The term micro content used in a user experience context. Micro content is a concise copy, used to describe an article or long blog post, or to encourage a desired behavior.
If you think outside of user experience, the micro content in marketing usually refers to short, standalone, and snackable content.
Most digital natives are used to applying micro content such as funny GIFs, social media posts, clever quote cards and short videos. In the highly competitive world of shopping online, visualised information is competing to grab the customer’s attention.
But if you check visual information, there are more visual micro content formats than just products and demo videos.
Why visual micro content?
It gives as many opportunities, as it does challenges. Marketers are given opportunities to create content without much more effort and with a small budget. With this low barrier for entry, it means anyone can put out micro content.
Marketers will ask themselves:
- What should we create to stand out from others?
- How do we deal with the lack of budget to create more FB video views?
- We have a unique product, niche knowledge, but this might bore the audience unless presented in a creative way
Here are some suggestions for infographics:
1. Innovative periodic tables
A few online shops have tried this, only a few performed it well, so that encourages you to try it get it right.
The periodic table is more commonly used to show chemical elements with their properties. In the eCommerce context, this is used to create the domain authority by grouping and classifying products that educates customers and helps them to make an informed choice when buying.
You may think this content type might be time consuming to research and create, but once you have done it, then it is evergreen and helps to drive sales forever.
When to use it: Awareness stage when targeted customers haven’t heard about you.
2. Trend Maps
There is a vast amount of geographical data eCommerce marketers can tap into such as customer location, product distribution, regional differences and more.
To showcase this, you could try a trend map. This illustrates trends across regions. For ex:
- Dot maps use dot density to represent tracked event frequency
- Choropleth maps use colour to encode variety of qualitative data
When to use: At the starting phase, you can educate your customers about the product, or advocacy stage to drive frequent engagement among existing customers.
What your brand should target?
Brands that leverage real-time visual content find themselves as market leaders.
Talent and process
Creating innovative and quality visual content is a fundamental way to grab a customer’s attention. Talent and process combined under the leadership with real-time mindset.
Real time conversion
Blast it with video, it’s not practical or affordable or even relevant. Social media is a two-way process and requires you to create content that serves up at the right time to reach customers.
The average user will see the center part and top half of the mobile screen. So you should plan your content accordingly.
ECommerce stats 2017
ECommerce sales (article) account for just 8% of whole retail sales in the US and 14% in the UK – So there is still a lot of room for growth.
- Top 3 traffic sources for eCommerce sites: Organic 22%, Email 20%, PPC 19%
- In 2016 53% of global internet users purchased products online, this is about 1 billion users
- The average yearly eCommerce spend for each customer is estimated to be $1,800 in the US and £1,600 in the UK
- B2B sales are expected to outgrow B2C sales online
- There are over 3500 types of marketing tools available
- Conversion rates on smartphones at 1.5% are approximately one third of desktop’s 4.4%
- 43% of e-commerce traffic comes from Google search organic and 26% from Google AdWords
- 58% of the top 1000 US online retailers send welcome emails
- 55% of Pinterest users, use it to find products
- 40% of US males aged 18-34 use online methods to buy products compare to 33% of females in the same age group
- 81% of online shoppers research their product online before they purchase it
- 39% stop engaging with websites that take too long to load
- 38% leave a website, if layout is not attractive
- According to eye tracking surveys – 400 pixels from left edge of desktop gets more views
- 70% of eCommerce site visitors ranked the ability to zoom in on the products as one of their top priorities for the decision to purchase
- 85% of customers start purchase on one device and end it up on another
- 44% will leave on the shopping cart if the amount is too high or unexpected additional costs are added
Experimenting with this visual micro-content won’t cost you much. What it requires is for you to think innovatively and outside of the box to drive customers via content.
Do you have any other types of visual content for eCommerce sites? Let us know, tell us about it in the comment section below.