You know when you've launched your online store and optimized it as much as possible, but things still aren't going as smoothly as you'd like? You've already done everything you can to optimize the conversion rate, improve the user experience and present the products in a great light - and yet the purchases still aren't coming in at the desired rate.

Have you reached the plateau described above and simply don't know which technique to use to optimize your store? Then I have good news for you, because a highly effective and popular method for boosting sales is now usually the rock in the surf: storytelling.

This article is about what storytelling is, how you can integrate it into your store and use it to enhance it and significantly increase the conversion rate so that you finally achieve the desired success.

What is storytelling?

Before we talk specifically about the benefits of storytelling for your store, let's start with the definition. Storytelling is an English term and basically means nothing more than "telling stories". Its origins are not in e-commerce or marketing, but in art and literature. It describes a narrative method that uses figurative and symbolic language, i.e. metaphors and leitmotifs, to convey content.

In contrast to traditional narrative methods, storytelling focuses less on data and facts and must instead give way to emotions, imagery and a common narrative thread. The story told can be true or fictitious or based on a true event and embellished.

There are no limits to storytelling and, due to the special excitement and attention it generates, the business world has increasingly recognized the potential of this narrative method. Today, it is one of the most popular marketing tools and an efficient method for increasing sales, especially for online stores.

Storytelling has these advantages for your online store

Unlike conventional store optimizations in terms of design, wording, product portfolio, checkout process and many other points, storytelling usually involves more time and creative effort. However, it brings a whole range of benefits that definitely justify the effort.

1. storytelling helps to build a brand

People love stories. That's why we buy novels every day, read storybooks to children, stream films on Netflix and discuss the latest neighborhood gossip with the people next door.

Stories give us the feeling of being alive and capture us with excitement and emotion. This element of storytelling also helps you build your brand. If you manage to bring a storytelling concept in line with your branding, people will associate the story and emotion with your brand.

It's especially great for new customers if the first point of contact is storytelling and you can capture them with emotions and convince them of your store. With storytelling, you don't just win over random customers, but existing customers.

The whole thing still sounds very abstract, so let's take a look at an example: During the coronavirus pandemic, many people who work in offices have been forced to work from home. The American tech giant Apple took advantage of this and came up with perfect storytelling.

Apple produced a video called "The whole working-from-home-thing", in which a team working from home tries to meet a tight project deadline. In the process, the employees "suffer" from the typical problems that lurk when working from home and have become a meme in coronavirus times: Childcare, no scanner within reach, no organized workplace and distractions everywhere.

The mini film shows the difficulties of working from home in a humorous and authentic way. Viewers can immediately identify with it and recognize themselves in the characters. To what extent is this a branding measure? Well, the only constant that helps the bright team to navigate through the home office quarrels is, of course, the reliability of Apple devices.

Storytelling is therefore ideal for creating a story that your target group identifies with. If you also manage to position your brand in the story with its values, this is a tremendous boost for your branding.

2. storytelling makes your product more valuable

On July 1, 2021, the Harry Potter glasses and wand used by actor Daniel Radcliffe in the famous films will be auctioned off in America. Experts estimate that the props will go for between 30,000 and 50,000 US dollars.

This is an extreme example of storytelling that conveys how a strong story with great emotional versatility can increase the value of a supposedly simple product. After all, why are fans willing to spend so much money on "a bit of wood and a pair of ordinary glasses"? The reason is quite simply that they are not just buying a pair of glasses and a piece of wood, but an attitude to life. An attitude to life that defines a large part of their existence and represents their values and passions.

Don't worry: you don't have to become J.K. Rowling 2.0 to add value to your products with storytelling. If you manage to develop a story around your company that has a specific family of values and appeals to a clearly defined target group on an emotional level, you too will succeed in adding extra value to your products. These can be values such as sustainability, family, love, health and much more. Think about what values you and your company want to stand for and how you can package them in a story.

3. describe your product better with storytelling

A common mistake in marketing is to be too proud of bare figures and forget what is really relevant for customers. Nowadays, people are inundated with facts and figures, so it is all the more important to pick them up on a personal level.

This is where storytelling comes into play. Instead of listing bare data in your online store's product description, you can use figurative language, symbols and metaphors to show potential customers the added value of your product.

Is there a classic problem that everyone knows and has already experienced that is solved by your product? You can start here and, similar to the Apple movie, spin an emotional story that your target group can identify with. For example, create a fictional character whose everyday life is affected by this problem until they come across your product. Or tell the true story of how you came up with the product idea and what problem it solved in your life.

Depending on the genre of your store, the emotions of the story can be conveyed in a humorous, touching or many other ways. Once you have achieved this, you remove any need to explain the product and thus shorten the path to purchase. With a product description based on storytelling, you will noticeably increase your conversion rate!

How to integrate storytelling into your store

We've already talked a lot about what storytelling actually is and the benefits it brings to your store, and we've also discussed two interesting real-life examples. But how can you integrate storytelling into your online store to enjoy its many benefits?

There are many different storytelling methods and strategies that you can use to bring a story into your store - from the type of story to the medium. Basically, it makes sense to make a distinction between fictional and real.

Do you want to base your storytelling on a true story or create a fictional story? Think carefully about what suits you, your store, product and long-term planning best.

Fictional storytelling

A fictional story is a good idea if you feel that the real events don't provide enough of a compelling story. But a fictional story is also ideal if you don't want to put yourself in the foreground of your store and want to remain anonymous. Also remember not to confuse fictional with "lies" in this context.

An example: You probably know the "two incomparable families" from the Check24 advertisement. It's a prime example of (fictional) storytelling. The funny commercials usually show an average family with a lot of stereotypes. The father saves money for the family through the comparison portal so that the daughter and wife can buy themselves something nice. The storytelling with the family was even such a success that Check24 added a second family.

You can also easily construct a fairy tale or an imaginary character that comes into contact with your product or service and always accompanies the product journey.

Storytelling based on a true story

Does your product have an interesting background? How was your company founded? What were the challenges? Are there any exciting anecdotes?

By illustrating the long journey from start-up to product and the first happy customers, you create the perfect basis for solid storytelling. Think about how you can create a common thread that turns your experiences and adventures into a consistent story.

If you can present the hurdles and the path to finding your company in an interesting way, this will trigger emotions in potential customers that will be linked to your story. This will also increase loyalty and sympathy towards your store. As a result, the likelihood of a purchase also increases considerably.

Color and sound: Your story comes to life

Your storytelling concept is ready? Great, now it's time to implement it. There are lots of storytelling tools that help you combine different media such as text, images, video and sound to create your perfect storytelling.

Storytelling tools usually work very simply and according to the drag and drop principle. All you have to do is put together all the content that you have previously prepared for your storytelling (images, text, music, etc.).

Conclusion: Storytelling for your online store

You now know all the benefits that you can bring to your online store with storytelling. We have also clarified what storytelling actually means, discussed some best practices and how you can integrate it into your store. Now it's up to you: be creative and develop a captivating story that will make your conversion rate skyrocket!