3 Facts You Didn’t Know About Your Customers
Posted on Friday, May 26th, 2017
Fact 1: People Notice What’s Different (or the Same!)
According to studies, there are actually four factors in which a person stands out:
- They have an inherently different attribute such as exceptional beauty or a striking feature
- They have purposely changed their appearance, such as with tattoos or wacky hair
- You recognise the person from a previous encounter or someone famous
- It’s someone you’re specifically looking for
How to implement it on your website
If you want a product to stand out, you’ve got either got to make it unusual, or similar to a product your visitors know (and love).
In order to draw attention to a specific product, you could make it contrast against other products. For example, pictured above is a red coloured cereal packet amongst lighter coloured packaging. It is from an implicit association test and the blurred product here was the standout item on the page.
Fact Number 2: Pictures have Power
The saying that “a picture is worth a thousand words” is extremely true for your website. Images do more than capture the reader’s attention, break up a long body of text, and supplement important information on a page. Our research shows that the vast majority of e-commerce browsers will only look at product images and never even read the copy. Here are a few other ideas that may be new to you:
- Articles with a one image:100 words ratio are 2x as likely to be shared on social media
- Instructions with images are 3x more likely to be followed correctly
- People are prepared to pay more for products and services with good design
How to use it on your site
Invest in your product photography. Amazon believes this is so important that they’ve even patented their product photography setup. The buying decision is almost completely made, or lost, due to images.
Always have more than one product image no matter what. Not just for the sake of it, but to bring the customer closer to a decision. Show different angles, perspective, dimensions. For example, shoe buyers often ask to see the sole as well as the inside of the shoe. The higher the price, the more important this is.
Customers may have questions about products that need to be answered before the purchase decision can be made. Not only do they look for those answers in product images, but they assign more value to them than what is written in the copy – if they even read the copy.
For example, if the image contains batteries and the description specifically says “batteries not included”, the user may be inclined to believe that batteries are included as shown in the image. Know the questions your customers have, and try to answer them with photographs.
In a virtual environment, customers only have images on which to assess quality. Help them do that by showing close-up views of joints, seams, button holes or any relevant detail.
If you use the same photographs supplied by the manufacturer that your competitors use, see this as an opportunity to stand out from the crowd. Have your own photographs taken that are helpful in making the buying decision.
Fact Number 3: People are More Likely to Prefer Puma Trainers after Seeing Pictures of Dogs.
Ok, bear with us on this one – no matter how unlikely it sounds, it does make sense.
In an experiment testing the influence of environmental cues on product evaluation and choice, participants identified Puma trainers more quickly if they had been shown photos of dogs. The reason for this is the conceptual link: dog – cat – puma.
In fact, the more dogs they had seen, the more quickly they identified the Puma trainers. Not only that, but participants also identified the trainers more positively, the more dogs they had seen.
FYI, this also works for priming people to think of a certain chocolate!
In a similar study, researchers asked participants to list types of chocolate and found that people were more likely to name Reese’s when they had been exposed to the colour orange (on the lead up to Halloween, when pumpkins, or orange environmental cues, were on every corner). One week later, when the orange cues had gone, 20% fewer people brought Reese’s to mind when asked the same question.
Use it on Your Site
Not a shoe retailer? The logic still applies – prime your website visitors to imagine the favourable outcome of using certain products by using associated imagery.
For example, a wine retailer could display an image of friends socialising and having a great time. It worked for our client. Those mountain bike images taken in perfect studio conditions are great, but the mental conclusion you may want your customer to reach is having fun in the mud. Take that bike and get out of the office. Oh, and remember to take photographs.
As with any hypothesis, we suggest A/B testing the changes to measure their impact.