Thursday, September 5, 2013

Product Photography: Let the Photos Sell the Product

When shopping online, consumers lose the ability to touch, smell and interact with products as they would in a brick-and-mortar store. Being able to convey a product's quality via images alone can have drastic effects on a company's conversion rates and overall customer experience.

An infographic shared by Jeff Bullas highlights the fact that 67% of consumers believe that the quality of a product image is important when selecting and purchasing a product online. Consumers also feel that the product image is more important than product-specific information (63%), long descriptions (54%), and ratings and reviews (53%). 

The following tips highlight how companies can best showcase their products through high quality images: 

Use High-Resolution Images: Be sure to use high-resolution photos that capture the essence of the product for sale with the right lighting, angle, background, etc. Doing so may increase the consumer's perception of quality, increasing his or her likelihood of purchasing the product.  

Provide Alternate/Detailed Views: Upload images that show your products at every angle to give consumers as much information as possible. Doing so may cut down on customer service inquiries, ensuring that many questions regarding the material of the product or other details can be answered by the images alone. 
Incorporate Zoom & Rotation Features:  Give consumers the ability to virtually hold your product in his or her hands. Provide a tool for consumers to zoom in and rotate the image on the screen, looking closely at the details of the product.  Resources such as RotaryView replace your flat product photos with 360 degree images, enhancing your product listings.

Photo: White House | Black Market

Show Your Products in Context:  It is one thing to show multiple images of your products, but another to actually show your products in use. Consumers may be more likely to purchase the product if they can visualize themselves actually using it. If you are a retailer of clothing or accessories, include a photo of someone wearing the item for sale.

by Samantha Warner
Marketing Extraordinaire