What does your e-commerce store have in common with a children’s book? They both communicate with words and pictures. Although you may have never thought of it in this exact way, your store is essentially narrating a story to your customers. And, the way in which you tell that story will lead potential customers to decide if doing business with you is in their best interest.
The difference, however, between a children’s book and your store is this: on the web, there is no assured story starting point. Customers can enter on your homepage, via a product page, on a campaign-specific landing page or even on your blog. So, how do you ensure that no matter which entry point someone utilizes, your site tells the same narrative, ideally leading to a sale?