When most talk about visual content for eCommerce brands, the first few things that likely come to mind are fancy product images and glossy lifestyle shots. While these have always been an important part of eCommerce marketing, the use of visual content shouldn’t end there.
There will be instances when you might need to introduce a product, outline benefits or share statistical data. Instead of relying on words, why not use visual storytelling to improve the online shopping experience?
Infographics are one such visual communication tool you can use to accentuate existing content and effectively communicate information.
Nielsen Norman Group found that users pay close attention to photos and other images that contain relevant information. Oftentimes, infographics as opposed to “decorative” pictures used to “jazz up” web pages.
A collection of imagery, charts and minimal text, good infographics capture attention and make complex information easy to understand. When designed well, they are effective in:
- Creating brand awareness
- Generating interest
- Driving traffic
- Boosting sales.
Let’s take a look at how you can use infographics for your eCommerce brand.
1. Highlight product features and benefits
For most eCommerce brands, the success of your store boils down to one thing: your product pages.
Most product pages follow a similar grid layout—a gallery of product cut-outs with lifestyle images on one side and text-heavy product descriptions on the other.
But how many people actually read those descriptions?
This is where you can use infographics to spruce up your product pages. Instead of writing product descriptions in the form of lengthy sentences and bulleted lists, turn them into an infographic.
You can create infographics with illustrative icons and crisp copy to highlight your product’s features and benefits.
Not only does this instantly capture the attention of website visitors but it also conveys information quickly and is more likely to influence purchase decisions.
Here’s an interesting infographic from one of Bellroy’s product pages. It uses visuals to communicate the storage capacity of the wallet.
2. Explain a complex process
For 96 percent of people, they would shop with a retailer again based on a positive return experience. That ‘return experience’ begins with clearly communicating your return and exchange policy on the website instead of leaving customers to search for the information.
Don’t confuse your customers with a bunch of legal jargon. Use simple and straightforward language to convey your return policy. A creative yet functional way to communicate complex processes, like your return policy, would be to use process infographic templates.
They’re perfect for breaking down processes into smaller, actionable steps. You can use icons and illustrations to visualize every step of the process, which makes it easier for customers to grasp the information and prevent miscommunication.
What’s more, when directions are supported with visuals, readers are 323 percent more likely to complete the action described.
In addition to the return policy, you can also use infographics to outline your membership process or take them through your loyalty program.
For example, here’s a snippet from Handpicked Wines’ website. They use icons and concise copy to illustrate how their Trunk Club Subscription works.
3. Compare products, services or plans
Choices, so many choices. While offering many options has its upside, it can also lead to choice paralysis. This means customers will take more time to go through the options and find it harder to make a decision. This can lead to purchasing delays resulting in abandoned carts.
The solution: aid decision-making and help shoppers overcome the choice paradox.
According to Shopify, “The faster somebody can make a decision, the less likely they are to suffer from choice paralysis and the more likely they will go away happy.”
Comparison infographics can help you achieve that. By doing a side-by-side comparison of products, plans or services, you’re able to visually highlight the features or benefits of a product which in turn encourages quicker decision-making.
Casper does a good job of comparing their mattresses letting customers view their features in one glance and make a more informed decision.
4. Add life to your email newsletters
Email newsletters are meant to inform, engage, and drive conversions but how do you make sure your newsletters get read?
With 121 emails being sent and received every day, brands need to design newsletters that stand out and provide value.
Instead of sending the same old static product shots and walls of text, why not incorporate infographics in your email marketing strategy to communicate the same message in a more visually appealing way?
Here are some infographic content ideas for your eCommerce email newsletters:
- Create a list infographic with hacks, tips, or resources
- Share interesting usage statistics or data through a statistical infographic
- Create a process infographic for a customer onboarding email to break down the next steps
- Educate your audience about your brand through an informational infographic
Here’s a snippet from Buck Mason’s newsletter. They’ve included an infographic highlighting the features of a shirt as part of their product launch email.
5. Boost social shares
Did you know infographics generate 3x more shares than any other type of content on social media?
So, if your social media is filled with static product imagery, it might be time to change things up and add fresh infographics to the mix.
But there’s a catch: you can’t post full-length infographics on social media because they’re likely to get cropped. The key is to break down the infographic into micro-content and turn them into social media-friendly formats for Facebook, Instagram, Twitter and Pinterest.
Let’s say, you created an infographic highlighting the features of a product. You could then break this up and post it as carousel posts.
Here’s an example of a fun and engaging mini-infographic by Dollar Shave Club.
The takeaway: use infographics for your eCommerce brand
The good thing about infographics is that they can be repurposed across many platforms. It’s advisable to use digital asset management software to manage your visual assets, maintain consistency and avoid recreating content that already exists.
We are living in a visual economy and eCommerce brands need to invest in techniques that improve the online shopping experience and help people make decisions—infographics can take you closer to that goal.