E-Commerce Storytelling: How to Generate Stories That Convert

Are you looking for strategies to engage consumers and sell more? Have you ever thought about using film production logic to evoke emotion and engage the client? Well, know that it is possible with eCommerce storytelling.

Like the idea and want to know more about it? So keep reading this article as we have brought you some practical tips for applying storytelling in e-commerce. Look!

What are the advantages of the strategy?

If you recall some events from your childhood, you will better understand the impact of storytelling on our lives. Think about it: you must have strong memories of the stories passed down to you by your grandfather, grandmother, father, mother, teachers and so on. All in all, the lesson is so strong that we remember it forever.

In e-commerce, logic follows the same path. In fact, storytelling can be seen as a kind of mental trigger that triggers instinctive reactions in consumers. In e-commerce, the expected action is a purchase.

See the main advantages of the strategy to better understand:

  • humanization of the brand: stories serve to give a face to companies and show that they are ordinary people, like us;
  • identification with the client: a narrative with problems and conflicts helps to attract the attention of those who have the same pain;
  • awakening emotions: laughing, crying, fear and so on. Stories serve to evoke sensations;
  • brand recognition: that familiar “moral of the story” that conveys values ​​and establishes knowledge. You can use strategy in your e-commerce so that consumers remember your company at the right time.

But. Look, despite the benefits, we know it’s hard to think of ways to apply these techniques to e-commerce. At first glance, the strategy seems to be more focused on cinema and advertising, right?

But believe it or not: you can use the basics of e-commerce in a very simple way. We will talk about that further.

How to apply storytelling in e-commerce?

First you need to study the behavior of your audience. After all, it’s hard to generate identification and connections without knowing the consumer’s pain and needs, right? Therefore, investing in data collection and analysis is fundamental.

With this knowledge in hand, you can move on to the next step. Look at that!

Open spaces for reviews in e-commerce

Reviews are consumer assessments of a product, service or brand. In practice, it’s those comments accompanied by yellow stars that appear on the product page in e-commerce, you know?

Now think about it: these reports are nothing more than the stories of real customers about the experiences they had, don’t you agree? That’s why reviews are part of the storytelling strategy. Therefore, open the space for evaluations in e-commerce.

In this regard, our recommendation is to encourage customers to provide more complete reviews. Think of a blender review, for example. Here are two hypothetical reviews and answer which one is most helpful to other consumers:

  • “Very good!”
  • “I liked it. I ordered it on 6/30 and it arrived very quickly: 7/7. The product arrived well packaged and in perfect condition. As for the blender, it has a very nice design and matched the other small appliances in my kitchen. In fact, I already made a stronger dough and it worked. It’s just very noisy and hard to clean, but it doesn’t interfere with the experience that much.”

You don’t even have to think to answer, do you? The second example is more informative. So it’s worth setting a minimum word count and even allowing other consumers to mark the most helpful reviews. Another cool idea is to consider gamification and offer rewards to consumers who write rich reviews.

Use storytelling in product descriptions

We cannot deny that technical information is crucial in guiding the purchasing decision process. However, this data alone is not sufficient for conversion. That’s where storytelling comes in.

It is ideal to build narratives with characters, settings, conflicts and messages. Consider a description of an anti-wrinkle cosmetic product, for example. In this context, it is not enough to talk about ingredients and indications for use.

In order to attract consumers, it’s cool to talk about the customers’ pains (character and conflicts), the most recommended situations (environment) and the expected results (message).

It is even worth using the information collected in the reviews to make the description even richer and full of information from the customer’s point of view.

Tell stories behind the scenes

Have you ever thought about showing the day-to-day of your business to consumers on YouTube, Facebook, Instagram, TikTok and even on your institutional company page?

For example: what happens after a consumer makes a payment? How does the process of gathering at the warehouse, packing and shipping work?

This kind of strategy is interesting to humanize the brand, you know? In this way, consumers have a better feeling that the real people behind the brand are working hard to deliver all products on time.

Build successful cases

Basically, a success story is a case study that shows a real customer’s journey with your company. In this context, the character begins his journey with a problem and ends with a solution.

So it’s cool to look for stories from consumers who have had successful experiences with your brand. In fact, this applies to both good and bad situations, see?

For example: show the case of an unsatisfied consumer who solved his problem and became a brand promoter from there. Once again, this is a way to humanize the brand and generate rapport with the customer.

In conclusion: applying storytelling in e-commerce is a good strategy for creating connections with customers, generating brand recognition, sales and building loyalty. In this context, product reviews and descriptions, for example, are stories that can keep consumers’ attention and increase e-commerce conversion rates.

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