So you think you can sell. You are selling products online, after all. You should be good at it.
Run a little test. Suppose you have this nack-nack that you want to remove, but you want to sell it to someone instead of throwing it in the trash. It is slightly salty which looks like a bowling bag and costs half a dollar. How much do you think you can sell it?
A dollar? Maybe two? Five dollars the most, right?
What if I told you that I could sell it for fifty dollars? You probably scold and tell me that I am dreaming.
But this is exactly what Rob Walker and Joshua Glenn did with their Key Items project. He bought $ 129 worth of neck-knacks as described above and tried to auction them at a higher price. However, instead of using specific product descriptions, he invited writers to create short stories around each item.
They sold over $ 3,600 by the end of the project! Sold that worthless Saltshucker for $ 49, a hundred times more than what they had bought for it.
This is the power of storytelling. Stories have been a part of our communication for thousands of years. Even before humans developed formal languages, we heard stories through cave paintings. In fact, 65% of our daily communication consists of stories.
We are biologically wired to engage with stories. When we hear a story about a person taking a certain action, the part of our brain that lights up is the one that lights up if we were doing the same action. We really feel a part of the story!
So how can you use it on your website? How do you get your customers to engage with you and your products? More importantly, how can you increase the conversion rate through storytelling. let’s find out.
Story on homepage
The Oyster Bed began as a Kickstarter campaign looking to pre-sell its innovative way of cooking musk. The great thing about Kickstarter is that it keeps the story front and center. After all, you do not have a product at that level, but a dream and vision.
You need to tell a captivating story on Kickstarter to get noticed, and that’s exactly what Oyster Beds did. His story helped him accomplish his wealth goals and start a real business.
They return to the standard e-commerce template of bombarding visitors with products and sales as soon as they hit the homepage.
Although not an oyster bed. When you land on their homepage you see the video they were funded. In addition, you see more about their goals and vision. The entire homepage is a story of how they got started and what they hope to achieve. And if you are inspired to help them realize this dream, you can visit the product pages.
Telling the story on the page
There are many leather accessory brands out there, and new ones pop up every day. Kickstarter has at least one, or 350, new leather goods campaigns going on at any given time. How do you stand out
you guessed it. Tell a story! Honestly, most people do not know the difference between Italian leather and Chinese leather. One leather bag looks like another. It is not about how much it is pocketed. This story is about.
The entire website is a story, but it all starts on the “page about the story”, which is named “Story”. Dave, the founder of Saddleback Leather, tells us through the story of how he first created the Saddleback Leather Bag.
There’s Mexican bullfighting, murderers, and more, and by the end, you form an emotional connection with the brand – one that stays with you and when you realize that you need a new bag
Story on product page
Raven + Lily is a fashion store that puts women at risk in developing countries and sells their handmade products. A few years ago, they decided to redesign their site to better connect with their customers and make it easier for them to purchase their products.
It is linked to his blog, which tells the complete story of the person behind the product.
To continue the previous purchase story, Raven + Lily also sends a card with the actual product. Customers tell them that they like to open their packages and find these cards inside.
This emphasis on storytelling helped Raven + Lily to increase online sales by 150% over the last two years.