Vision is the dominant sense among the five senses of human beings and can influence people’s thinking and judgment to the greatest extent. When people buy products in physical stores, they can perceive the products through hearing, smell, taste and touch, but when they buy products on cross-border e-commerce platforms, they can only judge the product information and quality through vision, and then make a decision whether to buy. With the development and growth of cross-border e-commerce, the number of cross-border e-commerce platforms and online stores has increased, the number of homogeneous products has increased, and customers have more choices. The competition between platforms, stores and product brands is fierce, and the pressure on platforms, stores and manufacturers has increased. This requires more online store decoration, product display, etc. to better attract customers. Therefore, cross-border e-commerce visual marketing is very important, which is specifically manifested in the following aspects.
1. Attract customers’ attention and increase store traffic
Beautiful things always attract people’s attention. When selling goods online, it is necessary to use colors, pictures, texts, etc. to package, give products beauty, and attract customers’ attention. The pictures that can bring clicks are mainly: product main pictures, banner ads, related pictures, etc.
2. Arouse customer interest and keep them longer
When customers enter the homepage of an online store or the product details page, what merchants need to do is to arouse customers’ interest, retain customers, and keep them longer. A good store sign, banner, or first-screen picture on a product details page can often stimulate customers’ desire to buy and keep them on the store or product page longer, which increases the probability of a deal.
3. Stimulate customer imagination and increase transaction conversion rate. Studies show that 90% of all information processed by the brain comes from vision. Giving customers imagination and allowing the target audience to have intuitive psychological and emotional resonance is an important way to attract and retain consumers. Products can fully stimulate customers through the display of exquisite pictures and the interpretation of vivid and lively videos, helping customers to have beautiful and pleasant imaginations of product features and usage experience, which helps to increase customers’ browsing time and ultimately promote transaction conversion.