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Posted by Matt Osborn - 17 September, 2020

How Important is Data Visualization in eCommerce Marketing Strategies?

Visuals play a vital role in digital marketing because users respond to and engage with images more than anything else. In fact, on social media, Tweets with images receive 150% more re tweets than Tweets without, and organic engagement on Facebook posts is highest with pictures and videos. It comes down to the fact that users respond to imagery because pictures help them process and remember information better.

According to John Medina, author of Brain Rules, when users hear a piece of information, they will only remember 10% of it three days later. But if users hear the same piece of information with a picture, they retain 65% of it! In other words, when embarking on any eCommerce web development project, data visualization will help your audience interpret and understand information better.

Choosing the right chart 

Different kinds of data call for different kinds of visual representation. For example, if you’re comparing percentages, you use a pie chart. If you want to analyze trends, you’ll opt for a line graph. If you’re looking to show distribution, bar graphs and scatter plots are your best bets. To choose the right chart, first, consider what kind of graph or chart makes the most sense for the data you have. Just like a creative agency would, you want to think about what kind of visual representation will make it easier for users to understand the information.

Stressed shocked woman with financial market chart graphic going down on grey office wall background. Poor economy concept. Face expression, emotion, reactionTo do this, review your data set’s key components. Are you looking at the momentum of product sales over the course of Q2 (Money and time)? Do you want to show how effective your latest marketing push was by showing off how many clicks your post received (Money and clicks)? Or maybe you have a client presentation coming up soon and you want to show your new potential client the results your team achieved and how satisfied your current clients are with their work (Results and client satisfaction). Based on those variables, you can choose the appropriate graph or chart to represent your data.

Crafting Infographics

infographic for data visualizationAnother effective and stylish way to present your data is through an infographic. These are especially effective for eCommerce marketers because you can showcase your business’ products while talking about statistics. Infographics are a great option to display information in a really attractive way on digital media. They also have the potential to go viral, which helps increase brand awareness and could also help drive conversions.

When creating your infographic, an agency practice is to restrict your color scheme to two to three colors. By keeping a minimal palette, you’re ensuring the information and statistics stay as the image’s focal point. The last thing you want is a mishmash of colors distracting users from absorbing the information. Keeping it simple is best. Similar to your color scheme, keep your typography simple. Two to three fonts are enough to give your infographic some pizzazz while still keeping things consistent and easy to read.

Infographics also require a clear layout. Map out where you want to place information and images before finalization. Doing this will help create a cohesive story that makes sense for your data set. Next, match your data with vector graphics that help tell your story. Each image is indicative of the details you want users to focus on. Hashing out these details are tough, especially if you’re a new eCommerce business.

For help, always consult with a creative agency to make sure that everything is working properly. For example, creative agency Appnova suggests that visual aesthetics are powerful when it comes to designing a creative eCommerce, it’s vital to find the right creative partner to ensure you’re on the right track. Infographics are all about simplifying and making sense of complicated data sets, and there’s no reason why creating one should cause a headache! Consulting with industry experts will guarantee your infographic is as aesthetically pleasing as it is effective.

Animated Data Sets

Data is hard to discern in large amounts, especially when that information is trying to portray a complex concept like the increase of a variable over time. With the help of animated data sets, considerable amounts of information are easily simplified into a visual that anyone can understand. A great example of this is the National Public Radio’s animated graph (seen below) that shows the income gap between American workers.

NPRImage Source: Npr.org

Through this data visualization, you can easily see the difference in wages for middle-class workers and the 1 percent. The image above shows how graphs can support and enhance data. In the context of eCommerce marketing, imagine the same animation, but instead of money the graph would show conversions over the course of a year, and the increase in revenue that resulted because of the push. You would be able to see the positive impact of your efforts and share the progress with your team and everyone else on the internet!

Tip Rewind

Visuals are an important part of digital marketing. Users enjoy images and can interact, engage and respond to imagery in a more significant way than plain text. That’s why data visualization is important to include in your eCommerce web development strategy. These eCommerce trends will help you transform your data set into an appealing image that’s not only easy on the eye but also an effective business tool. Let’s look over them one more time:

  • Choose the right chart or graph for your data set based on its variables
  • Create an infographic that showcases your data in a visually appealing image that’s also easily shareable with your users
  • Use animated data sets to make complex concepts easy to understand

Hopefully, these tips have shown you why data visualization is important and how you can incorporate it into your next marketing strategy. As always, good luck!

B2B eCommerce Marketing

About the Author
Sabrina Sedicot is a content writer for Appnova, a London based digital creative agency that specializes in eCommerce web development. She writes on a variety of subjects that range from eCommerce solutions and search engine optimization to mobile app development.

Topics: Sales & Marketing, B2B Marketing


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