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Your Product Page Isn’t Converting - Here’s Why
(And How Psychology-Led Videos Solve It)
Written by Jack Godwin,
Production Designer & Founder,
Goose & Racket Productions
So you’ve got the traffic, but the sales aren’t coming in. Why are your potential customers clicking away, and not clicking ‘add to cart’?
The answer lies within the psychology behind the decision to purchase (or the purchasing decision). We’re all different, but everyone looking at your page has the same set of psychological checkboxes, and if you are not ticking them off you’re loosing them.
Using carefully-designed product videos to address psychological needs is the most effective way get people to ‘add to cart’ boosting your product page conversion rate and get more sales.
What’s going on after clicking onto your page?
As soon as they arrive on your page, the decision process begins and it’s a battle between team buy and team click away. You can’t change the battlefield – but you are supplying the ammunition. If you are getting loads of traffic but very few sales, your team (team buy) is loosing the battle more often than not. To tip the odds in your favour, you need to give your team more of an advantage. Like an iceberg – most of the battle is hidden beneath the surface in our subconscious minds.
How to Influence Purchasing Decisions and Boost Conversions
The purchasing decision starts deep within our minds, in the oldest part of the human brain.
This part of the brain is responsible for our basic instincts – and drives us to do things without thinking.
These subconscious reactions are hard-wired into how our brains work, and they have a huge impact on how we make decisions. it’s no different when shopping online.
How powerful is video in boosting product page conversions?
Everything your potential customer sees, is read by the subconscious mind, so what it sees matters. This means product images are extremely important, but product-video is hugely powerful in it’s potential to influence our subconscious.
Video has a unique capability to combine all 4 of the psychological factors that affect conversion rates for product pages.
What are the 4 psychological factors that assist buying online?
There are so many factors affecting the purchase (like maybe their phone ran out of battery, their credit card expired, or.. they were distracted by a herd of sheep?) But there are 4 psychological factors that affect everyone, and they stand in the way of your potential customers and the checkout.
1. Time
keep them on the page long enough
Our brains don’t trust quick decisions, as we adapt to online shopping, decision times are getting longer and longer. The higher the price the longer we need.
Having content keeps people for longer, but the content you use matters a lot. It has to be relevant, informative and engaging and enough to occupy them while they decide. The best way to achieve this is with well-designed product video.
2. Emotion
give them more energy
Emotions have a very powerful influence over us - videos are a powerful tool in creating them.
Scenes in your product videos which associate good emotions with your product are a positive driver for clicking buy and it’s extraordinarily powerful.
3. Aspiration
show the life they want
Another huge impact on decision making is our plans for a better future. Will this make my life better?
Using video to show potential customers what they want their life to be affects our subconscious and aligning this with your product has powerful effects.
4. Context
let them know you’re legit
Purchasing decisions are influenced by how risky we think they are. Our subconscious is great at getting context from the small details in product videos (e.g. light quality, the wallpaper, shape of the room) This context has a huge impact on the perceived risk, so getting it right is important. Film your video with context that your customers will recognise, e.g. if your target is people living in the UK, filming your video in a real-life UK house will provide a recognizable context that can’t be faked and add a lot of legitimacy.
Solving the problem and boosting e-commerce sales
If your product page is struggling to make sales, you’ve ruled out technical challenges, and you can’t work out why, you probably have one or more of the 4 psychological factors pointing people the wrong way.
Make sure you evaluate everything on your page by the 4 factors, because any misaligned aspect will put people off.
Product Page Checklist:
Product page:
Plenty of content: make it engaging and relevant to the product, include a product video
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Designing your video:
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Use emotion: create a scene that shows your product along-side the good emotion it creates
Use aspiration: make sure you are using locations, props and people that show the life your customer wants
Use recognizable context: film your video in a relatable place for the product’s target market
This article was written by Jack Gowin, experienced production designer for online adverts, and founder of Goose & Racket Productions, If you want to chat to me about how you can use product-video psychology to improve your product conversions please get in touch, I’d love to hear from you.
Find out more: Goose & Racket Productions
Use video: have a well-designed product video
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