Humor as a powerful sales tool in e-commerce

Humor as a powerful sales tool in e-commerce


The main problem of working with clients who are in the early stages of the search for goods is to reveal their real needs and sometimes help them to realize it themselves. The approach “you simply cannot live without a new washing machine” has snapped everyone’s teeth for a long time. To bring the buyer to the idea that he needs a new washing machine and the time has come to buy it right now, you need to come up with something new. And here the heroes of today’s material come on the scene – humor and original presentation in e-commerce.


How it works? To answer this question, it is worth looking at the work of traffic arbitrageurs. They manage to make landings and sell your own product more expensive, using exactly the less serious pitch. Can the store itself also do it? Of course, it can. Include collages in your content strategy and try using a fun feed. So you will convey the importance of your product to the consumer, while not repelling it with typical boring content. This approach works especially well in sales of large technically complex goods and in the service sector. For example, with goods for auto-tuning or low-rise construction services. However, with the sale of bulk goods is also good.

Review articles, product comparisons, new product announcements are another field of application for the humorous approach. It works well for unusual products, the benefit of which the user is not yet sure of for himself and needs help with selection. So, help him/her.


Did traffic from NEWSLETTERS AND INFORMATION PAGES go-to product offers? Fine! Now it remains to bring the user directly to the purchase. Your task is not to let him get bored, studying dry tables of product characteristics, and stand out among competitors. One way to do this is through a humorous video about a product or service.

Of course, in the catalog and product cards to replace normal descriptions with jokes, and photos of the goods on the seals are not worth it. Here you can work with page structure and website design. Quite a bit of humor in the content, easy revision in the auxiliary graphics on the site – and the user at least remembered your store, and at the very least “stuck” and is unlikely to want to switch to other sites to compare the cost of goods. Conduct SPLIT TESTS with the replacement of internal store banners, work with product descriptions. You still add introductory blocks there to make the content unique – so try to make them original. If you can’t add such blocks to the descriptions, pull feedback to help.

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