Patricio Robles says, “Storytelling is a popular marketing buzzword, and there are numerous examples demonstrating how brands that engage in storytelling derive value from the exercise.

Much of the discussion around the topic focuses on how brands tell stories at a strategic level, but according to a study conducted by Hill Holiday research division Origin, companies can profit from applying storytelling at a much more practical level too.

Origin’s study presented 3,000 consumers in the US with two variations of product pages – one with a “standard” description and another with a description containing some sort of story.

For instance, one product page for a bottle of wine contained a standard description of the wine with tasting notes, while the variation contained the winemaker’s story instead of the tasting notes.

Which page performed better? Consumers were 5% more likely to purchase from the product page with the winemaker’s story, and they were willing to pay 6% more for the same bottle of wine”.

Storytelling might boost your product page conversion rates: stats

EConsultancy

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