Storytelling in the online shop

Emotions are a central component in electronic trading and determine the success and failure of an online shop. In this blog post, you will learn how emotions influence the purchase decision and how they are provoked. We, humans, are emotional beings – we enjoy our own achievements, show empathy when our friends fail and smile embarrassed when we fall in love. This is also reflected, for example, in the consumption of the news. We are much more receptive to emotional news, which is why emotional topics dominate the news platforms. But people are not only more receptive to emotions, but we also allow ourselves to be infected by them – even online! This is proven by a study from 2014. Researchers manipulated the timeline of numerous Facebook users in such a way that some of the test subjects saw more negative posts. A second part received more positive posts in their feed, while no manipulations were made in the control group. The results of the study show that those Facebook users who saw more positive content then wrote positive posts themselves. The opposite was found for those users who received more negative content. But what does that mean for an online shop?

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Purchase decisions are based on emotions Emotions

play a major role in the general sales process; after all, it is scientifically proven that we humans make over 90 percent of all purchase decisions emotionally. This happens completely unconsciously. The Facebook study already mentioned shows that emotions can also be transmitted online. It is therefore essential for every eShop to emotionally charge its products in order to arouse positive emotions in the consumer. The main task of an online retailer must, therefore, be to create a positive buying atmosphere. So-called emotional commerce offers a wonderful opportunity to trigger positive emotions in consumers. And these positive emotions are ultimately responsible for the unconscious “want-to-have” reflex and lead to an increase in sales.

Convince with emotional stories

The American marketing professor Jennifer Aaker once had her students present a one-minute pitch. The aim of the pitch was for the students to make an idea palatable to their fellow students. Nine of the ten students argued with the help of facts and figures – one individual used an emotional story to argue. After the presentations, the professor asked the students to write down everything they could remember. More than 60 percent were able to reproduce the story analogously, while just under 5 percent remembered a statistic. This experiment is a clear indication of the effectiveness of emotions based on storytelling in marketing. In order to convince the consumer to buy, it takes more than just bare facts and good arguments. When hearing facts and arguments, only two areas in the brain are active. Stories, on the other hand, activate several areas at the same time – including the limbic system. Among other things, this is responsible for the creation and processing of emotions. At the same time, it also plays a decisive role in the human memory process. The human brain stores information paired with emotions. In order to leave a lasting impression on the other person, his emotions must first be awakened.

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Emotions play a central role in the e-commerce sales process. You subconsciously decide whether to buy or not. Storytelling is a good way to arouse these emotions. Stories activate several areas of the brain at the same time, evoke emotions, ensure a positive shopping experience, and are more likely to get stuck in the mind.


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