Why You Should Stop Displaying Products Alone
One simple change to your product photos could increase your sales.
A new marketing science study finds that showing multiple copies of a product next to each other in advertising makes it appear more effective. According to the study, consumers will perceive the products shown as better, both when choosing to buy, and when using it.?
The study's researchers suggest that when we see multiple identical products together we perceive them as a unified group. Thus, the unified group feels more effective because we believe it's more likely to get the job done.
? The Key to It Working
For this to work, however, the product has to be positioned as "effective" at ONE specific thing (e.g. boosting energy, improving health, etc.).?
The study recommends applying this strategy to your ads and packaging, as well as your web site, and even shelf displays.
The paper was published in the Journal of Consumer Research. It's called "How the presence of product replicates increases perceived and actual product efficacy.")
Hat tip to the excellent Ariyh newsletter, which covers marketing science.
Image: Ariyh