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Turning Visitors Into Clients

July 29th, 2012
First impressions have always been key to selling your product, and it is no different when presenting your product on the Web. Once people have visited your website, it is very important to show them what you are offering as quickly as possible.  Bounce rates can be as high as 42% so it is crucial you grab your audience immediately. A smart product presentation does all of that. Here, we will cover different aspects of a product presentation and give examples of how to use them to your advantage. The idea is to give you an overview of the different elements that make a product page successful.

Get Their Attention

Before you can properly sell anything, you need to attract your customer´s attention; once you have done so, you are in an excellent position to sell to them.

STAND OUT

Countless companies and people freelance in the creative sectors, and all of them offer some kind of information about their services and prior work. Usually, you can browse portfolios to find a bunch of boring screenshots accompanied by even more boring information. Web designer Chris Bower has found a unique and appealing way to demonstrate his expertise. His professional presentation of his work on various devices accomplishes three things. It is the ultimate eye-catcher on an otherwise clean website; it conveys the designer’s quality because it looks truly professional; and it shows that Chris designs for any device you can think of. With only a glance at his home page, you know whether to enter or leave the website.

SURPRISE YOUR AUDIENCE

Another great way to attract attention is by surprising visitors. Give them something they didn´t expect, afterall, is is often the quirky, surprising adverts which stay in our memory.   Nike surprised it´s client base with this advert, which combined it´s new range of running shoe into the shape of wings.  An interesting idea, and one not only caught the attention, but boosted the product at the same time.  There´s no point in being quirky if you don´t promote your product at the same time.

HUMOUR SELLS

Plenty of products out there are easy to promote, whether because of their function, popularity or unique look. Other products are less conducive to effective marketing and require a more creative approach. One such example is the brand Evian. How could boring water possibly attract attention? Quite simple, actually. Come up with a product-related slogan, such as “Live young,” and then translate that slogan into a visual campaign using some great humor. A couple of years back, Evian’s funny campaign videos went viral — proof that its unique approach works.

Explain The Product

The way you present the product is crucial to people’s first impression of both you and the product — including what they think of you and whether they understand the nature of the product. Online services and new products especially need clarification in order for the audience to make sense of them. Obviously, if people don’t get your product or understand why they would need it, they won’t pay for it.

INTRODUCE THE PRODUCT

With the ease of access to technologies such as the Internet, the number of inventions has significantly increased. Any ready idea nowadays can be turned into a product or service, but some of these ideas are so abstract that they require careful explanation. The people behind Tickera recognized a need to carefully explain what their system is about. Their home page is simple, and the focus is on the product and its main features. Of course, a ticketing service is not a physical product that you can arrange nicely and take pictures of. But they did a great job of translating their service into a beautiful and trustworthy visual. With only a look, it becomes clear what Tickera is about.

HOW DOES IT WORK?

Related to how you present the product is your explanation of how it works. Basically, you can do this by showing the product in action. And there is a big difference between showing a screenshot of software and showing the software on the device it is intended for. Square is a perfect example of how to offer a product and demonstrate what it is and how it works. The high-resolution image shows how simple obtaining and processing credit-card payments on the go can be. All you need is the little Square card reader, an iPhone and the app — no words necessary to convey the value of this product.

PERSUADE CLIENTS THAT THEY NEED IT

It could happen that people recognize how your product works but don’t understand its potential benefit to them. This is why you should point out the benefits that people will get from your product. People consider something to be more suitable if they can relate it to themselves. The task-management tool Action Method focuses on its main advantage to the user: always being in sync. Seeing these different devices together, the visitor can see that this app could make life much easier for them. Perhaps they’re thinking about how aggravating it is to take notes on a laptop and not be able to access them later on from a different device.

Focus On The Main Selling Point

Most products have many features but only a few or even one selling point that makes them special. Distancing yourself from competition is important, whether by way of equipment features, design, service or something else. Point out this distinction when presenting the product and show people that the product is different, special and better.

QUALITY

Quality is an effective selling point. And if the product costs a lot, people will want to be especially sure they are getting good quality in return. Competition might offer the same item or feature but not the same quality. Reflect the quality of the product in your demo of it. Chanel offer all of its products in high-resolution images. The images were obviously taken by professionals. The white watch above is bedded in beautifully white soft feathers. The image is extremely detailed, the viewer instantly gets a feel for the quality and luxury of the brand.

FEATURES

Whatever your product, chances are high that at least one rival offers something similar. To persuade people that yours is the better choice, focus on features — particularly those that are relevant or essential to your target group. All smartphones basically offer the same functions. For example, they enable individuals to make calls, send messages and connect to the Internet. Instead of detailing all of the things that all smartphones can do, HTC focuses on particular features that are of concern to its target group: camera and sound.

CUSTOMIZATION

People love products that have some individual meaning for them. That’s why we love topersonalize our things, such as phone settings, laptop screens and clothing style. Customizing things helps us shape our personality, which is why customizable products are more special to us. Offer modification options to connect customers to your brand and products. Converse really makes a point that people can design their own sneakers. Being able to customize your own shoes definitely adds value to the brand.

Don’t Undervalue Copywriting

On the Web, our senses are limited. We send information blindly, without looking our correspondent in the eyes. However, our limited senses should not limit our inventiveness. We can use more than plain images and text to make our point. Our message is shaped by our choice of words, typeface, font size and even punctuation.

PLAY WITH WORDS

Puns are a great way to attract attention because they wrap a message in a well known concept. You are giving visitors something they identify and are linking it to your own message. Wordplay can be used to explain a concept rapidly and convey familiarity. Apple does this very successfully. It developed the tablet and puts everything into showing that it is the best in the field. The iPad 3 has a revolutionary display, which is the main selling point of this latest version. The pun “Resolutionary” is powerful and shows in a single word the high quality of the item.

DON’T GET TOO SERIOUS

A good laugh helps people bond. You can surely think of more than one example of an inside joke that fostered a sense of connection and belonging. The same can be done online. A funny or interesting headline could be all you need to promote a product. Obviously, you can do both: bond with visitors and send a purposeful message. A excellent example of a funny and strong headline can be found on the website of Jax Vineyards: “Your food should be so lucky.” Of course, your food would not actually be lucky, no matter which wine you pair it with, but the idea of cherishing your food by selecting the right wine is appealing. Imagine spending hours preparing the perfect dinner; spoiling it with the wrong wine would be a shame, right?

USE METAPHORS

Metaphors can bring copy — and, by extension, the product — to life. Metaphors help us understand the globe around us and make sense of unfamiliar things. Abstract ideas such as the reason why your product is so special could also be quickly explained with the suitable metaphor. Adidas promotes its new running shoe with the slogan, “Sweat nothing, climacool seduction.” The melody of the words and the connection triggered by the word “seduction” could easily cause us to misread the slogan as “Sweet nothing, climacool seduction.” The ad gains a risqué charm, giving off a light and comfortable feeling — perhaps obtaining an association with alluring lingerie. The link between running shoes and lingerie is not at all obvious, but it works exceptionally and transfers a positive and familiar connection to a new line of running shoes.

Make Use of Context

The context in which you present a product is just as vital as the product itself, if not more so. It is the area in which you show the product in action. It is the build-up of associations that trigger emotions in customers. It draws people in and convinces them that they need your product.

AWAKEN DESIRES

Movies are a great way to draw people into a different world. Why else do we go to the movies, if not to escape our everyday lives and immerse ourselves in some romantic love story or surrealistic adventure? You can use the same effect on your customers and enable them to experience, say, the pleasure of a vacation.

Conclusion

Whether you are selling a gadget, software, service or anything else, your presentation will have a direct impact on people’s first impression. And on the Web, which offers many choices and where people can leave your website in a mouse click, this first impression is crucial to your connection with visitors and to gaining new clients. A good demonstration will draw the visitor’s attention, help them understand the product and even convince them to buy it. Use sketches, detailed drawings or vivid photographs to communicate your message. Together with thoughtfully written copy, this presentation could well be the most important asset on your website.  

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