Let’s start with an uncomfortable truth: e-commerce companies stink at being human. Not all of them of course. Standouts do exist. Unfortunately, for the vast majority of e-commerce businesses … it’s a losing battle.
The symptoms of inhuman e-commerce are easy to recognize: cliche-ridden business-speak, flat product images, hard-sell check-out pages, poor customer service and copy that reads like it was composed with an algorithm whose only input was “product details and specifications.”
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