If you entertain, you convert. We analyze this critical factor in the eCommerce sector through the successful campaigns of three companies.
A woman smiling while watching viral humor content on her mobile phone
July 23, 2024
By Jose Maria Ruiz
Chief Comedy Officer at Accionviral.com
ANDIn the world of eCommerce we sometimes err on the side of being serious, politically correct and even too inflexible, but this article is here to put an end to all that.
If life and business have taught me anything, it is that if you entertain, you convert . And this is a fact that is even more proven and critical in the eCommerce sector, where the time spent on your website is a critical KPI. Even the emotion and predisposition with which the customer enters your product page after an advertisement is crucial.
It goes without saying that competition in the sector is increasingly fierce, brands are constantly copied and it is increasingly difficult to differentiate. But another great lesson I want you to take away from this reading is that today it is time to differentiate or die .
I mean, if in the end all your efforts are flat ads that end uae number data up leading to a product page where you only show technical features that bore goats…
If you invest all your money in appearing in the PLA of Shopping or in the search results of Amazon, for example, you will be condemned to perpetually compete on price and it is a very bad choice, since there will always be someone who can lower the prices more than you… For example, people who spend little in life and are satisfied with wine from a tetra pack and not like me who is either a DO or not even with Coca Cola…
In the end, profitability ends up being almost a fantasy, like your teenage son responding “yes, whatever you say, dad .” And I wonder: why?
via GIPHY
Why not talk about the benefits of your product or tell the story behind it to entertain? I say this for ads, organic content, email marketing or any copy on your website. Your brand is talking to the customer at every touchpoint and you are sometimes missing out on those valuable opportunities by communicating absolutely nothing.
What if we add a layer of anti-boredom and entertainment to all this? That's when we connect emotionally with our customers and turn them into true fans of our brand.
This is exactly what we do at Acción Viral and if you subscribe now, you will receive a free guide with a technique to surprise your clients with humor. If you also tell us that you come from Marketing4eCommerce, we will give you a few extra examples that adapt to your specific sector.
And as we promised in the title, and to make it clear that I did not invent this and that there are brands that have been working on anti-boredom for years or decades with great results, I'll leave you with three brutal examples that will blow your mind: