*In this blog series, we take a look at what Oscar nominees can teach us about winning e-commerce. Let’s take a look at Best Picture nominee American Hustle.
From the opening title card that proudly states “Some of this actually happened,” you know American Hustle is a plot-twisting film where the representation of reality is equally as important as reality itself. The story is loosely based on the Abscam scandal, where the FBI enlisted a smalltime conman in an attempt to catch United States congressmen in the act of taking bribes from an Arab sheikh (played by an FBI agent).
The film thrusts us into the 1970’s, replete with outdated fashion and bad hair. But it’s for a cause. From Amy Adams’ plunging necklines to Bradley Cooper’s pink hair curlers, both the characters and the film itself make the case that if you want to be someone, you have to look the part and own it. And this is true for running an e-commerce site as well.
American Hustle gives us three valuable lessons for e-commerce web design:
Lesson 1: Appearances Matter. We all know the saying “Don’t judge a book by its curlers.” In reality, though, customers on an e-commerce site are quick to judge (and bounce) if the site isn’t appealing.
When Amy Adams’ character uses sex appeal or when Christian Bale’s conman meticulously crafts his comb-over, they are giving an impression of who they are and who they want to be. Like these two, you want to give the best visual impression with your e-commerce store. Use high-resolution images to instantly appeal to visitors from an aesthetic standpoint.
Video content is another excellent visual avenue to engage potential customers. E-commerce shoppers, particularly in B2B markets, love to get as close as possible to their eventual purchase, and video gives them that chance, whether through instructionals, How-To videos, or slick promotional productions. And with the lowering costs of digital HD cameras, you don’t need the $40 million budget of American Hustle to make it look good. Read More …