Why product packaging design is so important to e-commerce success
Online shopping has grown in popularity exponentially in recent years, especially in light of the COVID pandemic.
In 2019, eCommerce sales represented 14.1% of total retail sales worldwide. With people stranded at home due to COVID-19, global retail e-commerce traffic hit braking records by June 2021 with over 22 billion monthly visits.
Ecommerce is here to stay, requiring business strategies to align with the preferences of digital or online shoppers. Optimizing the performance, speed, and overall design of your website are non-negotiable fundamentals for staying relevant and competitive these days.
Consumers want hassle-free online shopping and instant answers to their questions. Plus, you need to grab their attention quickly and meaningfully to win their business. Data shows online shoppers‘ attention spans are shorter than ever – just 2.7 seconds.
Once you’ve grabbed their attention, the next step is to keep that attention and direct it to conversions. For this, attention to detail is crucial. While it may seem like users are just scrolling without really paying attention, they’re actually very picky, especially noticing visual cues. Your color scheme, typography, icons, and CTA buttons need to be accurate to increase conversion rates. This is where the product packaging comes in.
It might seem odd that packaging designs are essential when selling online or running an eCommerce store, but remember that the user experience doesn’t end after the customer has paid. Many of us tend to forget about the customer after customers have checked out.
For a complete and consistent experience throughout the buying journey, you need to make sure that the customers who buy your product feel that the product is a perfect fit and of top quality. This means that beyond the checkout and delivery experiences, the product packaging must be perfect.
Here are the top reasons why product packaging plays such a critical role in e-commerce success:
1. You extend customer service beyond your website
The beauty of shopping online is that you can buy anything from literally anywhere in the world from the comfort of your home. This is an exciting premise, but there is always the lingering fear that products may arrive damaged or in a very unattractive form during shipment. This apprehension can lead to abandoned carts, resulting in lost sales.
Reassure your customers by thinking about your packaging design. Make sure your packaging is sturdy enough to protect the items during shipment and delivery. Items that are undamaged and beautifully packaged make happy customers.
2. Good packaging encourages repeat buyers
By the time a buyer holds the delivered item in their hands, they are already forming an opinion about your brand. As such, the user experience extends to the real world and not just online. A pleasant experience throughout the sales funnel will earn you points and a loyal customer base.
Design the packaging not only safe and attractive, but also ecological and sustainable. The goal is to get shoppers excited as soon as they see the item, even if they haven’t opened it yet.
With unboxing becoming more and more a crucial part of the shopping experience, if you design your packaging design, there is a good chance that you will get loyal and repeat buyers as well as more referrals from satisfied customers. .
3. It’s part of your branding image
For small and medium-sized businesses, one of the main goals is to make your business a recognized brand, ideally even a known name.
When a user searches for something and your business or online store pops up, your brand should be easily recognizable and trustworthy.
Branding is what imprints your business on the minds of consumers and keeps them in mind. To do this effectively, be consistent across all channels, including product packaging. Your website, your physical store and, yes, your product packaging should all have the same brand personality.
The best type of product packaging is one where customers can immediately tell that it is a particular brand without looking at the logo or company name. More than the fonts and colors used on the box or packaging, the overall âfeelâ needs to be distinct and impactful to increase brand awareness.
4. First impressions can make or break sales
Ecommerce websites don’t always include photos of product packaging on their pages, but if you do, you better make sure it’s up to date.
Think about how many times you have distributed products to grocery store shelves because of poor packaging. The same is happening online.
If your boxes have some creative eye-catching designs, feel free to display them on your website. If not, just make sure the packaging is decent enough to be photographed and posted as is in your reviews tab.
At the very least, your customers should receive items in packaging that shows they have been handled correctly and with care.
5. Product packaging design helps you stand out
Many industries and niches are already saturated with companies offering similar products. To stand out from the crowd, you not only need to have quality products, but also offer memorable packaging and experiences to your consumers.
Product packaging is one of the best ways to set yourself apart from the competition. Something as simple as a thank you card inside an item case can go a long way in helping customers see you in a good light and have a pleasant shopping experience.
Additionally, many online influencers today are creating content focused on unboxing experiences. Consider how your packaging behaves in terms of the experience of taking it out of the box and bubble wrap for the first time. It should leave a positive and memorable first impression.
The key here is to add value. Customers should think for themselves, “It is more than I expected.âThe more sophisticated (or minimalist) your design, the more it will stand out in people’s minds and the more likely they are to remember your brand, and to visit your store again and again, while referring your business to their friends. and their families.
6. It communicates your brand’s message
Whenever your business name is on something, you want it to spark positive feelings and meaningful connections.
Your brand doesn’t have to be just a logo or a name, otherwise it can be easily forgettable. It should communicate your company’s offerings, unique selling points and company values.
Product packaging allows you to do this efficiently by carefully selecting the product information, messages and themes of your packaging.
For example, you can use rustic containers that are usually associated with organic products, or go for minimalist designs that speak of elegance and luxury, depending on your brand’s goals.
7. Beautiful packaging designs are shareable on social media
If the packaging of your product is striking enough for customers to take a photo and share it on social media, you will ultimately get free publicity. It can be better than teaming up with online influencers to promote your product.
This is because with organic leads, a huge 87% of consumers trust the product recommendations of people they know personally.
Even without elaborate product designs, you can encourage user-generated content just by using the right colors, icons, and messages that will captivate your target audience and inspire them to share your product with their friends and family on social media and in person.
Finding the perfect product packaging design takes time and a lot of effort. But the next time you’re on the drawing board, remember that even the smallest details affect first impressions and the customer experience. It could mean closing or losing a sale.