Storytelling marketing 'boosts page conversions'

Posted on: Monday 23 January 2017

Telling prospective customers the story behind a product makes them more likely to purchase it - and at a higher price.

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Telling prospective customers the story behind a product makes them more likely to purchase it - and at a higher price.

This is according to new research from Origin, which surveyed 3,000 US consumers on two different types of product pages, AdWeek reports.

The study found that consumers were five per cent more likely to purchase the product - a bottle of wine - after reading the page that featured the story behind the winemaker, rather than a more standard product page containing information such as tasting notes.

Furthermore, those consumers were willing to pay six per cent more for the bottle after reading the producer's story, and this trend continued when consumers were asked to read different types of product pages for a hotel room and a painting.

"Every time the product that had a story pulled in more money than the same product without one," explained senior vice-president and director of research at Origin Ilya Vedrashko, adding that stories provide a lift to sales with "no additional investment" necessary.

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