A product’s packaging influences how a customer feels about what’s inside, which in turn affects whether she decides to buy it. Therefore, product developers must be conscious of the perceptions their packaging evokes.
Take, for example, this PickFu poll of two different designs for a bamboo cutlery drawer.
Option A features an off-white and green color palette, while Option B is predominantly black with gold foil accents. Can you guess which one won?
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Organic skincare company Akhal ran a test of two potential logos. The logo needed to reflect that Akhal’s range of products come from plants sourced 100% from small farmers. To reflect its high-end market, the audience for the test comprised women with household income between $60K and $100K. While both logos had a similar visual design (the company name and tagline in a circle), the iconography differed. Option A featured an interwoven leaf and flower pattern, while Option B was an abstract heart-shaped leaf. See if you can guess which logo made a more positive impact, then check out the poll here. … Continue reading
When it comes to marketing, language is everything. You have to use words that capture the imaginations of your target demographic. To do this, you must understand the associations that a word can carry.
Connotations are the cultural and emotional baggage that words can carry within a specific culture. For example, the words clever and devious are synonymous, but devious has a negative connotation, as it is associated with underhanded motivations. Many people haven’t thought about connotations since their high school English classes, but it’s a crucial idea for anyone using language to sell a product.
This featured poll is like a case study in how connotations affect customers’ perception of a product. Fifty female respondents were asked which of two names they would prefer for a YouTube channel and website featuring reviews of different bags. Option A was the name “Bag Vids” and Option B was “Bag Reports.” Can you guess which one won?
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A PickFu pollster tested two potential wall-mounted bottle opener designs, drawing on an audience of 50 Amazon Prime members. The products differed both in price and in design. The first design (Option A), priced at $12.99, was a metal trapezoidal receptacle with an attached black bottle opener. No artwork adorned it save for the embossed brand name. The second design (Option B), priced at $24.99, was a wooden wall mount shaped like a bottle, with an attached silver metal receptacle and a retro-style joke about beer. Can you guess which bottle opener the respondents chose? Check out the poll results here. … Continue reading
When you’re building a business, it’s easy to get bogged down in minutiae, jargon, and tunnel vision. You start assuming that everyone understands your product or service as well as you and your team members do. Of course, this is rarely the case. When consciously avoiding groupthink, how can you and your colleagues break out of your own bubble and address an old problem with a new perspective? What methods can you rely on to get feedback and understand your customers’ pain points and desires?
I spoke with several entrepreneurs who offered the following advice. … Continue reading
If you run an e-commerce site, you know that photography is crucial to making sales. Lisa Chu, owner of children’s clothing company Black N Bianco said, “one of the most important aspects to running an e-commerce business is having product photos that convey value and trust in your business. High-quality beautiful product photos can heavily influence your conversion rate.” Test product photos for a simple, fast, and actionable way to help your conversion rate along.
Steve Chou, owner of Bumblebee Linens, knows this lesson first-hand. He tested two product photos using PickFu and saw that his female respondents preferred a new featured photo over the old one by a 3 to 1 margin. When he updated his listing with the new photo, sales of the item jumped 209%. … Continue reading
How do you bring the right people to your online store? How do you get them to stay? What sets you apart from competitors? Your e-commerce marketing strategy should answer these tough questions.
Many e-commerce sites take advantage of pay-per-click advertising, social media channels, and search engine optimization to boost site traffic and sales. But on top of these tried-and-true strategies, what else can you do? I spoke to online store owners to get their advice on e-commerce marketing opportunities you don’t want to miss.
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When it comes to e-commerce, anything that moves the needle up is a welcome change. I spoke with leaders from successful e-commerce sites to discuss site features that increased sales.
A surefire way to lose a customer is to have a package delivered to the wrong address. Using an address verification software such as Addressy or SmartyStreets saves that hassle. With address verification, the customer only needs to input a partial address, and valid postal addresses will be automatically suggested, saving time and improving the user experience. Having accurate addresses also helps the online seller, as error messages can be avoided and user-inputted spelling errors are eliminated. According to Natalie Green, marketing manager at PCA Predict, “this technology is used by thousands of global retailers around the world including L’Oreal, Lands’ End and Monkey Sports. Here’s an example of it in action on Dormify’s website. As the user types, the tool autocompletes the
verified address – saving the customer from typing out the whole address.” … Continue reading
Editor’s Note: Thanks to Peter Alessandria, photographer at GreatProductShots.com for the following guest post about DIY product photography.
1. DIY Product Photography: The camera
DON’T use your cellphone. Please. It’s not because I am a camera snob. The main problem with your cellphone camera is the lens. The wide angle can distort the view of your product. Since you spend thousands of dollars acquiring, designing, developing, prototyping and/or manufacturing your product, you want it to look its best, and the lens on the cellphone will not do it justice. It just can’t come close to the sharpness, clarity, and perspective you’d achieve with a decent camera. Plus, if you don’t have enough light, cellphone pictures look grainy.
DO get a nice camera. If you’re serious about selling and want to present your product in its best light, make the investment. You don’t need to spend more than $300-$400. Buy (or borrow) a great entry-level, interchangeable lens camera, such as a DSLR. I bought my 10-year-old niece a refurbished Canon Rebel SL-1 (including lens) from the Canon USA website for less than $300, and I could probably do 80% of my professional work with this camera if I had to. Afraid of using the wrong settings on your fancy new camera? Shoot in automatic mode, and the photos will still be stunning.
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I’ve written before about how a simple photo swap can dramatically increase sales. But how do you accomplish that gorgeous product photography? Should you hire a professional, or can you learn to do it yourself? I talked to businesses and photographers to see what tips they shared. If you think I’ve missed any, please leave your advice in the comments!
First things first. Consider what your product shots should accomplish, and what tone of voice they need to create. Food photographer Sarah E. Crowder writes, “as a photographer, it comes as no surprise that I think high-quality photography is important to your business, but it’s important to get other aspects of your venture in order before investing in photography. For example, you should establish a marketing strategy and go through some sort of branding process before hiring a professional photographer so that you can get the most out of that investment.” Plan the kinds of product photography you need as well as those nice-to-have extra shots that might be leveraged elsewhere. Understand what media channels your product photos will inhabit: e-commerce pages and social media images all the way up to larger-than-life posters or trade show displays. … Continue reading