How presentation affects value perception – and how to use it to increase your sales.

Burger with meat and French fries in serving basket on dark background

Don’t judge a book by its cover.
The perfect example of good advice none of us can take.

The burger above looks like it would cost more than the average fast food burger served in a polystyrene box. Being wrapped in brown paper and served on a chopping block, the basket for the fries, the slate table. It is all very artisnal looking. None of these elements affect the taste or quality of the burger itself, but they absolutely affect our perception of its value.

“There is no truth. There is only perception.” – Gustave Flaubert.

When you eat at a Mcdonald’s you are expecting food that is fast, but without any real care put into it. When you eat in the Gourmet burger company, you are expecting something prepared with thought and attention. The name of the restaurant tells you to expect that, the menu descriptions and presentation of the food would tell you to expect that, the presentation of the restaurant itself and the price would tell you that too. All of these elements are key to value perception. And they are exactly the same, no matter what you are selling.

A well presented brand is perceived as a
quality brand, a trust worthy brand.

 

Apple are a brand that capitalises on our love of aesthetics. Their adverts show you beautifully stylised images of products, but tell you very little about them. Good clear product photos are one of the best ways to instantly increase your sales.

The description of your product is the second most vital factor to its selling online. Try to include as much information as you can. Be honest, and focus on the benefits of the product. Zappos are great at describing products. The image below is one of the products on their site. You can see they have lots of good clear photos of the product, in all colours, so customers can feel confident that they know how it will look. The description is set out as a bullet point list and is very short on adjectives. Instead, they focus on stating each feature and its benefit. I have highlighted the benefits. You can see that the points that are not benefits are just specification facts.

Every adjective is an unsubstantiated claim that may spark skepticism.

Instead of saying “high quality leather lined footbed” they say “leather lined footbed moulds to your foot for ultimate comfort and support.” This is because vague statements like “high quality” are opinion based. When you describe something as high quality or beautiful, you are expressing your own opinion, rather than giving the customer information they can use to make their own opinions.


Zappos shoe description

No one trusts the salesman.

Customers now are more skeptical than ever before. And winning trust is key to not just sales, but building customer loyalty. You can see that at the top of the image, right under the product name is a star rating and a link to customer reviews for the product. That is because customer reviews are the most valuable kind of social proof, and will certainly influence sales. Zappos have done something clever at the bottom of the image too, using information collected from customer reviews to answer customers most common questions about fit. They do not need to tell you about the quality of the shoe, because their customers are doing it for them.

The fact that Zappos have formatted all this information so well, that they have professional product photos and a sleek looking website which is easy to navigate, tells you that they are a professional company and that you can trust them. Using the right hand side promo area to offer free shipping and make it clear how to contact them with any further questions shows that they value customer service, and this add value. People are far more likely to trust what they perceive to be an established, professional company. Through surveying our customers, we have found that eBay stores experience between a 10-30% uplift in sales after having a professional design installed.

The majority of online purchases now involve a mobile device. You could have professional images, focused descriptions and lots of glowing reviews, but if your site is not built to be mobile responsive, it will look awful to mobile customers. Poor presentation and navigation makes customers feel distrust, and even doubt the value of your product and service. Value perception is so effected by website presentation, that all Frooition designs are mobile compatible as standard. Making sure that every customer gets the best view of your store.

Look at how you are presenting your products. Could the photos and descriptions be any better? Does your website look professional and instill trust? Does your mobile site look as trustworthy as the desktop version?

Please comment if you have any further points, or you have implemented any of the changes covered.

How presentation affects value perception – and how to use it to increase your sales. was last modified: December 20th, 2016 by Jessica McDonald