Brands should have a product benefit section on their sites to optimise conversion rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 13, 2019, 5:27 PM UTC

Using chatbots to answer simple questions can help increase sales.

This piece recommends marketers should offer a detailed explanation about their products on in the benefits section to effectively optimise their conversion rates. Businesses can also use videos to explain details of a complex product, especially if it is difficult to understand with only images.

Ecommerce stores can deploy chatbots to answer consumer queries and make their shopping experience simple and streamlined. Brands can further motivate consumers to make a purchase by displaying positive consumer reviews.

The author suggests that brands should display products from multiple angles to enable consumers to get a better understanding of the product. Marketers can also offer consumers a glimpse into the company’s values and philosophy to build rapport with them while also optimising sales.

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