{"id":11326,"date":"2019-09-11T08:08:19","date_gmt":"2019-09-11T13:08:19","guid":{"rendered":"https:\/\/www.powerreviews.com\/?p=11326"},"modified":"2022-03-09T10:23:06","modified_gmt":"2022-03-09T16:23:06","slug":"path-to-purchase","status":"publish","type":"post","link":"https:\/\/www.powerreviews.com\/path-to-purchase\/","title":{"rendered":"How to Pave the Path to Purchase With Visual Content: A Complete Guide"},"content":{"rendered":"

As ecommerce spending explodes year-over-year, it\u2019s clear that consumers today aren\u2019t shy about buying from new brands online. And for those same consumers, the path to purchase is paved with visual content.<\/p>\n

Heck, just do a quick Google search and see for yourself. What will you find?<\/p>\n

Product photos.<\/p>\n

Brand logos.<\/p>\n

Star ratings and reviews<\/a>.<\/p>\n

Video thumbnails.<\/p>\n

\"gopro<\/p>\n

Visual content is front-and-center in today\u2019s search results before users even have time to think about sifting through a laundry list of links. That\u2019s because seeing is believing.<\/p>\n

Brands need to operate under the principle of \u201cshow, don\u2019t tell\u201d if they want to convert modern customers. Perhaps this is why creating and curating visual content remains a top priority<\/a> for businesses in 2019.<\/p>\n

The good news? Harnessing the power of visual content doesn\u2019t require you to be a creative genius. In this guide, we\u2019ll break down the fine details of visual content in the path to purchase. You\u2019ll see firsthand the specific visual strategies top brands are using to convert customers and how to roll them out yourself.<\/p>\n

With that, let\u2019s dive right in.<\/p>\n

What is the Path to Purchase?<\/h2>\n

The path to purchase represents the various channels that business rely on to transform leads and prospects into customers. From search engines and social media to email and paid ads, there is no \u201cright\u201d channel for converting customers.<\/p>\n

Likewise, there is no single path to purchase in the customer journey. Visual content plays a vital role in the path to purchase for a couple of key reasons. For starters, visual content is easy to digest at a glance.<\/p>\n

A video or image can show off a product in action in a fraction of the time that a blog post or lengthy email. This spells good news for appealing to today\u2019s customers and their microscopic attention spans.<\/p>\n