How ecommerce startups can use the halo effect to boost their brands

Have you ever bought a product from a salesperson only to realize you have been taken in by their broad smile and perfect teeth?

Have you ever bought something from a company because of the reputation of its flagship products, even if the item you purchased was nothing special?

If you have, you’ve experienced the halo effect, and it’s one of the most powerful forces in the world of marketing:

How is the halo effect used by businesses?

Major corporations like Apple know how to harness the halo effect to boost sales.

Think about it: Apple’s personal computers are technically competent, but they aren’t standout performers. In fact, they don’t figure heavily in the company’s branding. But they still sell.

This is due to the halo effect.

Consumers associate Apple with the sleek beauty of their iPods and iPads, and some of this star quality rubs off on all their products.

The same applies to many automakers, which spend large amounts to create top-of-the-line supercars that only a few people can afford.

Honda is a great example. The Japanese company will only sell 200 NSX supercars in Europe, but they will promote them like crazy. The idea is to make the rest of Honda’s range more appealing to auto buyers.

Use the halo effect to boost your ecommerce website

The halo effect has plenty of relevance for ecommerce sites. In fact, it should be one of the core principles of web design.

When users engage with your store, their first impressions are important. If they form a favorable impression of your landing page, they will be much more likely to explore other parts of your site.

The same goes for accessibility.

Invest in attractive presentation to promote your products

Use the second level halo effect to achieve even better results