A picture is worth a thousand words has never been truer than when it comes to shopping online. Good e-commerce photography is essential, it is as close to handling and inspecting the product as a consumer will get before purchase.
Poor product photography can really damage conversion rates in the age of smartphones. ‘No image available’ is an automatic turn off for a potential consumer. The lack of photography makes consumers distrust you? Conversely, poor product photography shows you are not willing to invest in your product, so why should potential customers?
Consumers seek time-saving shortcuts all the time, and their attention naturally gravitates to the quickest way to gather information: images.
Product images not only testify to the quality of your product but also serve as windows into your e-commerce store, creating 2 very important things: transparency and trust.
When consumers view a product page, they are looking for proof of quality and value. Images shape their first impression, creating a tipping point as to whether they will continue browsing and eventually make a purchase.
Why it matters?
Product photography uses specific techniques to showcases products in an attractive way and entices potential buyers to purchase specific products. It is an essential part of both online and offline advertising for successful catalogs, brochures, magazine ads, billboards, online ads and company websites, specifically when selling products direct to consumer.
Photos increase conversions
90% of information transmitted to our brain is visual. No matter how sophisticated, website visitors are first engaged by visual elements, not written copy. Photos are a key part of a consumer’s decision-making process, ultimately determining conversion and retention rates.
The quality of a product photo reflects the brand image, creating the infamous first impression. The key to making the most of this first impression is to present polished, professional images that evoke maximum engagement.
Quality visuals enhance every buyer touchpoint. About 93% of consumers consider images essential in purchasing decisions. Your images represent your product’s perceived value and quality. They speak directly to your target audience, making your product page and content more relatable.
Also, images are a key element of branding. Branding should be central to every decision your company makes, including:
– social media posts;
– website updates;
– all marketing efforts.
And images are at the helm of your brand. They are the first to grab attention, instill trust, and invite customers to take a further look. Everything in an image—quality, subject matter, color theme and saturation—should speak in a uniform voice that resonates with your target audience.
Your goal is to form long-term relationships with your customers, and photos are one of the most important tools to achieve that.
The main product photos in e-commerce
There are two main types of images that should be used on your product page and across your marketing channels.
- clean-cut, white background, product-only images. These should include your featured product and a variety of images showcasing your product from different angles.
These type of images are meant to show your product in its best light from all relevant angles. They are usually shot on a white background, helping to create a consistent look across your product line.
These images describe your product at a glance and are best suited for the product page. Their job is to nurture page visitors towards making a purchase.
- in-context or lifestyle photos that show your product being used in its intended environment or alongside complementing products.
Lifestyle shots, ones that tell a story, are best suited for social media, blog posts, emails, and other marketing channels at the top of your conversion funnel.
It’s also good to add a few in-context snaps to your product page, helping you to boost emotional engagement.
Take the time to get your products’ photos right, because amazing photos will make your e-commerce store look a lot more professional and you’ll also be able to use them across social media to drive traffic to your store. Plus, once you get into a routine, you’ll be pumping out retail-ready product images in no time.