This is an interesting article on why Amazon started live streaming and why you should on your website too:techcrunch.com/2019/02/08/amazon-live-is-the-retailers-latest-effort-to-take-on-qvc-with-live-streamed-video/#:~:text=Amazon%20now%20aims%20to%20make,stream%20%E2%80%94%20and%20reach%20more%20shoppers.
An interesting article on "The Genius of QVC" www.theatlantic.com/magazine/archive/2010/06/the-genius-of-qvc/308091/
Have you seen the QVC TV channel before? It's where polished demonstrators show and explain products on live TV while encouraging the audience to buy. This is a good idea for websites because 90% of website visitors aren't ready to buy so it's good to take direct action.
One of the things all the products on QVC have in common is that they can be explained and shown. The channel works because viewers appreciate a good product demonstration where they can see the product differently than it's commonly seen on a static website.
The demonstrators come across as everyday people who are benefiting from the product and show it in a way where it becomes a must-have item.
Any website with visitor traffic could benefit tremendously from an expert presenter doing the same for their product. Pictures and descriptions are fine but today's shoppers trust live video to connect with a brand.
The best way to reduce shopping cart abandonment is to raise the desire for the product to a high point and ask for the sale on the spot.
Will you find a better time to sell your product other then when you ave a captive audience on your website? How do you do this?
Simply have a good product demonstrator constantly live-stream your product and have show and sale moments on your ecommerce shop. This is a straightforward solution to a simple problem.
It's very simple. In a brick-and-mortar store, people can feel, touch, and try products. You have to give them a similar experience online if you want to delight customers. When people can see your product in action, in real-time before they buy they will be more certain of what they are getting.
When customers put your product in their cart, they are worried they may be underwhelmed when they get it so they change their minds. This is where some cart abandonment comes from.
Customers return things because pictures and descriptions can only go so far to help them to understand your product. Many products are a great fit for being demonstrated during a live stream a few times a week.
Live streaming also increases revenue because you can close the sale live and it reduces cart abandonment. Contact a team member for more context.
You increase ecommerce sales by showing customers what they need to see in order to feel comfortable to buy your product. The focus should be talking to them about how they want to feel, and doing this live builds trust. People trust live streams because they can see it's not a doctored experience. It makes them think to themselves that they can trust what they see.
What you want is for the customer to imagine using your product while making an emotional connection with them, and removing doubts about your product.
Focus on how your product will make them feel and how it will benefit them. It's like the famous saying "it’s safe to say that nobody wants a quarter-inch drill. They want a quarter-inch hole."
The power of online streaming allows you to talk about what your customer is interested in and show them the product in action. This is why infomercials are so effective, they paint a clear picture in the customer's mind about what they are getting.
A product demo should be persuasive, entertaining, and simple.
I can tell you it's not paying for more marketing if you already have good traffic! That's like a lion trying to hunt a gazelle by just running it down until it collapses. To increase conversion rate you have to do something that directly affects sales.
Running is needed by the lion to get the gazelle in range so he can go for the kill. Many shop owners keep tweaking and tweaking marketing but don't do anything to close the sale, this is like a lion who is just running and running and running.
At some point, the lion has to go in for the kill. You get people to buy your product by closing the sale. Until the customer puts the product in their cart and pays for the item nothing happens.
You have to put the effort to close the sale and when you can do it in a repeatable way, you can start having a predictable sales forecast. A good online pitchman / product demonstrator closes the sale for you.
No matter the strategy, software, or methodology you use to try to increase sales on your e-commerce website, it's going to, one way or another, include the following elements.
They have too many options to choose from online, ways they can be let down in the buying process, and are never really sure they are getting what they pay for.
You have to address those above elements, in other words, sell them on your product. Sell them, don't just tell them about your product. Selling a product is a systematic way to increase the likelihood of the person taking action today and not delaying for a time in the future.
Selling is not low class, bad, or annoying when done correctly. You see, selling isn't something done to a customer, it's something done for a customer.
Customers want to buy your product but there is a maze that is built in their mind that is making things hard for them. You have to make things easy for them to get out of the maze so they can feel safe buying your product.
Showing them the product and packaging is better than talking about it. Allowing them, in real-time the ability to ask questions builds trust. Try this and you can't help but increase sales on your website.
Definition: Online Pitchman, noun, Informal North American: A product demonstrator who shows a product live on an e-commerce website and social media engagingly and entertainingly to get more sales, fewer returns, and more delighted customers.
A good pitchman starts by understanding the emotional needs of his/her audience via research. This is to help reach the goal of helping the audience to have an emotional connection with the demonstrated product, and a clear understanding of what it is and how it operates.
This is important to not only cut down on returns but to cut down on the time frame for the customer to make a buying decision. Knowledge does not get customers to buy in the information-overloaded environment we find our serves in. It's emotion.
I proved this when I was working for Constant Contact selling marketing solutions that had heavy competition. Without urgency, customers will delay buying the product for a time in the future that may never come. Nice pictures and descriptions only go so far.
This is what I see time and time again when I read online e-commerce forums when someone says "I get traffic but not the sales I want". The problem is no urgency and urgency comes from making an emotional connection with the right demographic and dispelling doubts.
If the website is targeting the wrong demographic then urgency will be elusive. If the right demographic is visiting the website but nothing makes an emotional connection again, urgency will be elusive.
If you have the right traffic, and demographic but have not addressed their doubts, urgency will be elusive. Live presentations are the best way to build urgency to address these 3 issues.
Infomercials do it, product demonstrators at grocery stores do it, street peddlers do it, sellers at local farmers markets do it but e-commerce shops don't do it.