Everybody likes looking at pretty pictures. But did you know that those pretty pictures are more powerful in convincing users to buy products or service than any tagline or slogan? Seriously, which wows you first – dazzling product photography for a magnificent destination or a standard cheesy marketing tagline?
Having ecommerce store product listings without product photography is a setback you want to avoid. Customers are least likely to buy your product if it doesn’t have product photography, even if they know what the product looks like. A missing photograph elicits mistrust in a potential customer and this directly affects your conversion rates.
That said, it not just enough to have an image alongside your product. You need to have gorgeous, well edited top quality product photography to capture your visitors attention. Any ecommerce store marketing manager still using those very poor quality images from the manufacturer deserves a shot in the arm. Even if you are running on a tight budget you can always shop around for low budget photography services that combine quality and a unique twist that brings out the best angles in your product. Most product photography New York service providers know just how to balance budget and quality so that you get value for each single dollar you invest in. But of course you can always browse around for other options.
Low Quality – Low Results
It is important to remember that poor quality photographs don’t just deny you sales but also reflect poorly on your professionalism and business reputation. When it comes to online shopping, high quality photographs are your first impression to your visitors and the closest they can get to viewing and inspecting your product. So you need your product photographs taken, rinsed, twisted, edited ….and edited again to represent your product in the best way possible.
Again, it doesn’t stop at taking the best quality photographs, how you present them is equally very important. With high speed internet now common place, you don’t have to worry so much about your website’s load time. You can directly upload high-resolution photographs of your products and allow customers to have a detailed view of your products as if they were actually in your physical store. Additionally, a little twist in the actual content of your images may go a long way to give your customers the final nudge towards adding your product to the cart.
Indeed, images hold a scientifically proven sway over the customers’ minds, why not apply this logic to your ecommerce store by turning that pretty product image into a mini salesman for your store. Here are some tips on how you can do it.
1. Portray your product in context
Context really matters. Don’t just show me the product, show it in context. The idea is to let me imagine using it. For instance, if you sell earrings, it may help to show a photograph a pretty lady wearing them. If your budget allows it, get a model to try them on and take high quality contextual images. The same applies for clothing and other fashion items. Customers want to know what the product looks like when worn.
Another example is furniture. Customers are 60% more likely to purchase that vintage sofa set in the context of a well furnished living room. Such contextual product images have a psychological benefit of allowing your customers to visualize selves using the product and this spikes up the desire to own the product. So take the advantage of showcasing your products in context and flatter those visitors into clicking on that Buy Now’ button.
2. Use images to convey emotions
The same way images can convey stories and draw the user in, they can also click on the users’ emotional heartstrings. This also loosens their purse strings on your online store. This tactic is commonly used by welfare and non-profit organizations. They can either make you tear yourself into clicking on the Donate’ button, or leave with an enormous guilt trip. If non-profits can use images to evoke emotions, you too can do it even better.
Injecting just a little more emotion in your product can significantly increase conversions on your site. The idea is to make show how the product makes the user feel when they use it. So tap into the powers of emotions with product images that speak to your customers. The right combination of photography, setting and model is key.
3. Photography environment is fundamental
Your product image is as good as its background and environment. Most ecommerce stores shoot their product photos on a plain or white background. This makes it easy for editing and integrating in their web pages. That’s great, but taking product photographs in real backgrounds can help add context and bestow trust in your user’s minds. So if you’re selling office glue for instance, it may help to take a photograph of the glue on an office table with other office items around the table; but with a special focus of the glue container.
4. Know your audience
We are very visual creatures. We interpret and process visual signals differently and faster than sound. However, the reactions to these visual signals vary from person to person. So before you decide on your image content and styling, make effort to understand the kind of audience you have.
The trick is to use the right images for the right audience. For instance, an image of an attractive lady may work well with male as well as female audiences but in different contexts. Similarly, an image of a church may evoke very different reactions from conservative audiences compared to liberal ones. The point is you should understand your target audiences’ tests, likes and dislikes and work from there on.
5. Human photos increase sales.
Does including people in your product increase conversions? Yes it does. For instance, if you sell headphones, using an image of a person with the headphones on enjoying the music will greatly boost conversions as opposed to using plain headphone photos. It gets even better if the person included in a well known model, celebrity or a person of influence.
Additionally, including a person in your product photograph may help you emphasize your target market in terms of age, race and gender. Try to resist the temptation of using random cheesy stock people photos.
6. Employ the eye-tracking trick
This may serve as additional trick when using human photos in your product images. Research has revealed that viewers follow the lead of the person in the photograph. So if you are using a model to market your product for instance, it’s not just enough to have them pose with the product, rather, you should have them focus their eyes on the product of interest.
7. Be generous with your product photography
Most ecommerce stores only put up one image per product. Which is OK, if you want to save on some storage space or reduce site load-time. However, nothing draws the visitor in and close like having multiple images of your product on your ecommerce store. Having multiple images gives you an opportunity to showcase the best features of your product and allows your customer to inspect it from various angles; just like they would do in the actual store.
If you are selling a pair of shoes for instance, it may help to have different close-up photos. Such as showing the laces, stitching, sole grooving, inner-sole, and so on. This may also help you showcase different color and design options.
8. Allow sharing
We all know how important social media is when it comes to contributing to site traffic. Currently the most shared item on social media is images, which is why apps that are entirely image driven such as Pinterest, Instagram and Snapchat have suddenly become so popular. This image popularity has even pushed the text only Twiter to embrace more images in their feeds too.
You too can take advantage of this social media image frenzy by offering social sharing button on your product images for your users. This is a great way to drive social conversations around your products and eventually promote lead conversions.
9. What if your product is not physical?
There is always a way to sneak in images even if your product is not physical. For example, if you sell download-only software or e-books, you can still show a physical representation of a software box or book as this makes the product seem real in your customer’s mind. You can also use software screenshots for your product photography. Just be careful not to mislead your customers; you do not want to put up an image of a 250 pages book when your e-book is only 12 pages. Additionally, make it clear that the product is only available in digital form.
The final thing you should remember is that your product photographs are pages in your gallery and not just standalone works of art speaking different languages. They need to have some sort of consistency in their overall look’ and formatting in order to seamlessly integrate in the aesthetics of your website. You can always get a professional product photographer to fine-tune this for you. If you reside in Miami FL for instance, you can look around for product photography options available and choose a provider that matches your test and budget.