Creating an engaging lifestyle brand that can inspire your target audience is a challenging task.
Building an eCommerce website is one thing, but creating Lifestyle Content for that eCommerce website that mirrors your brand, puts the customer first, and inspires customers to come back is entirely different.
In a recent article, we explored “How Lifestyle Brands Can Benefit From Influencer Marketing“ to connect with their target audience and create trust. In today’s post, we’ll show how you can create Lifestyle Content for your eCommerce website to enhance customers’ experience and humanize your brand.
What is Lifestyle Content?
Customers who buy your products can potentially get them elsewhere – possibly with the help of your competitors’ online stores.
However, when your customers are buying from you, they are paying for your brand’s experience, lifestyle, or community – something that makes you different from your competition.
A Unique Selling Point.
This is what makes them return to you time and again.
Whether it’s written, visual, or audio, lifestyle content can be of any type.
Integrating your products with your customers’ lifestyles takes your eCommerce website beyond mere transactions to meaningful connections, boosting conversions and improving customer lifetime value (LTV).
Creating lifestyle content allows you to do just that.
Lifestyle content is integrated into the content of eCommerce websites, product descriptions, category landing pages, gift guides, or blog posts.
How lifestyle content can significantly increase your eCommerce website experience?
It’s all about images and videos. This is true at least for eCommerce websites that sell products.
It’s impossible to boost sales and engage customers without quality products and lifestyle visual content.
For your eCommerce website to stay competitive, you must provide your visitors with high-quality images that guide them through their shopping experience.
The right visuals combined with the right textual content increase conversions by helping your customers to make informed decisions.
Since online shoppers can’t touch your products, your visuals have to be more persuasive and text lifestyle content need to be more clear in making visitors purchase your products.
The use of visuals in addition to textual lifestyle content adds meaningful context to the product and gives the customer a better sense of how it works and what to do with it.
With no physical store, your eCommerce Lifestyle brand can’t be judged on your physical product; you’re primarily judged by your website.
This can be done well – by using great Lifestyle content, powerful reviews, credibility, and partnering with influencers.
When you provide value to your audience, trust grows.
6 types of Lifestyle Content for Engaging eCommerce Website Experience
Let’s look at the types of Lifestyle content you can create with almost any product or service to keep your eCommerce website experience alive – and grow your sales.
With the Lifestyle content on your eCommerce website, you can take advantage of the six strategies listed below.
1. High-Quality Images + Product Descriptions
Take or source high-quality photographs of your products, and update all of your product images.
You don’t have to hire a professional photographer. You can use your smartphone to capture beautiful images, which are better than generic images that you find on the internet.
You must provide detailed and useful product descriptions to assist customers in making informed buying decisions.
Customers should be reassured that their purchase decision is correct by providing product listings with images and product descriptions that inspire confidence.
When you combine product images and detailed descriptions, you’ll get sales-boosting product pages that effectively sell your goods.
Image + Product Description – Vanheusen
2. Well Optimised Images + Optimised Product Content
When upgrading your product images, make sure they are the right size.
Zooming in on larger images enables customers to get extra detail and clarity. It not only enhances customer trust in your products but also optimizes the performance of your website.
You should include well-written product descriptions with well-optimized images explaining the product’s details.
Describe the images in your product descriptions based on what your audience will experience and expect from them.
Well Optimised Images + Optimised Product Content – FabIndia
3. Lifestyle Goals + Contextual Content
Contextual Lifestyle content helps to facilitate successful online product sales.
Using lifestyle images and contextual content on products shows users how products work and what they might do with them.
Your eCommerce website should contain lifestyle content to answer customers’ questions about the products and give them a sense of security.
For example – Creating a Product catalog displaying outfits for different occasions and allowing users to visualize them.
4. Product Videos + Explanatory Video Transcripts Content
It doesn’t matter which customer demographic you are trying to target, the average consumer is more likely to watch videos when they search for products on the internet.
Video product demonstrations will make your users stay on your eCommerce website for longer, increasing their chances of improving the average order value and enhancing their experience.
You can use video transcripts to describe your products. Try adding subtitles and captions to the product videos to clear up any confusion from your audience.
Your video products should always feature contextual lifestyle content to appear authentic and catch your customer’s attention.
Source – Libas
5. Infographics + Product Specifications Content
A visually appealing infographic is the best tool for explaining complex product specifications and details.
Consider adding infographics to your products if they contain a lot of features so your customers will have no difficulty understanding them.
Visual content like infographics can be a powerful tool for increasing organic search engine traffic to your website.
Highlight the primary features of products and item instructions that would otherwise be displayed in reams of unreadable text product descriptions.
Image + Product Description – Nyka
6. AR + Meta Content
A growing number of eCommerce stores are discovering huge benefits from augmented reality (AR).
Online shoppers can’t make use of their sense of touch, so they should use their other senses instead.
By offering unique interactive experiences with your brand’s product range, AR enables customers to visualise how products look in real-world situations.
With AR, products can be more vividly experienced than standard product pages.
Make your products 3D models to boost customer confidence in their quality and help them better understand the product.
Use product meta fields to add media to your product pages. These fields allow you to add extra details to your product pages.
Adding custom meta fields to your products will allow you to add customized content based on the product category.
Thus, you can easily build high-converting product pages for your audience and make their eCommerce website experience more unique.
Source – Myntra
Why do eCommerce websites with great visual content have a better website user experience?
Visual content tends to appeal to consumers more because it appears authentic and trustworthy compared to commercial content.
You can also help your customer visualize the size, use, and location of their next purchase by including lifestyle contextual content. It helps reduce the chances of their returning the item.
The following are ways you can use lifestyle visual content to explain your product’s features to customers:
1. Locational context
Showing your products at a location where they’re meant to be used or stored makes it easier to imagine them in use.
They can also visualize how the item will fit into their home and how it will appear.
Describe the experience you’re creating with your images using optimized product descriptions accompanied by tags.
2. Include people in lifestyle images
Human-based lifestyle images are an excellent way to bring emotional depth to your brand while adding warmth to your brand.
Include words from the person shown in the image to build credibility and social proof.
3. Features and key details
Before buying a product, most customers research to ensure it meets their needs.
You can meet potential customers’ questions before purchasing by using lifestyle images highlighting specific product attributes and details explained with lifestyle content.
These details are displayed directly at the point of purchase, making it less likely that they will leave your site looking at other products and making them more likely to buy!
4. Show the product at work
Describes the scene in which the product is used.
A brand often uses it to put context around a product and explain how it might be used daily.
With in-situ images, the product may not always be the picture star; sometimes, it may be smaller in the frame, giving more space for people or places to feel their presence.
Image – FabIndia
When creating lifestyle content, it is essential to understand your customers’ psychographics – what they desire, need, or value most.
With lifestyle content that inspires customers, you can make their eCommerce website experiences, lifestyle goals, and brand identity memorable, making them more likely to remain customers.
Being a lifestyle brand, all of these factors must be taken into consideration, even if all can’t be perfect from the beginning.
In the same way, you should always optimize your eCommerce website experience, testing all aspects of the lifestyle content, messaging, and design to improve the conversion rate and user experience.
Interested in having someone handle all of this for your lifestyle eCommerce brand? If so, contact us!