Make the Best First Impressions with E-Commerce Visuals
As shoppers navigate the saturated e-commerce landscape, the opportunity to influence these prospective customers into sales is integral to the success of a brand. On commercial platforms such as Amazon, there may be hundreds or thousands of product listings in any given category, with little differentiation between those products. This is especially true when sellers reuse the same stock images. Shoppers will then ultimately choose to purchase products based on perceived value: item quality, reviews, return policies, pricing, descriptions, and images.
Presentation and visual marketing are critical to how persuasive and compelling a product is to customers.
When selling directly to consumers through an e-commerce website, the same principles hold true. A business owner may create and develop a phenomenal product, but if the product isn't presented in a way that interests the buyer, educates the buyer, and wins them over, they will undoubtedly seek alternatives.
1. First Impressions are Visual
In online storefronts, product presentation should consist of images and videos intended to entice consumers. The quality of those visuals can have a direct impression on potential buyers and their brand perception. If the content is low quality, it may consequently lead shoppers to think that the product is not high quality. To create an elevated brand perception, consider the following questions:
Is the lighting, image quality, and composition professional enough to drive sales?
Do these photos align with the brand's style, tone, and identity?
What backgrounds or staging elements provide context for the product?
Does it evoke an emotion or resonate with its target demographic?
Taking the time to consider these factors will not only showcase product offerings effectively, but will also contribute to a trustworthy and positive brand image.
2. Content as a Conversion Catalyst
To explore the significance beyond aesthetics, let's examine how product photography affects conversion rates. According to a study conducted by Etsy, 90% of shoppers concluded that image quality matters and that it directly corresponds to their purchasing decisions. It ranked as a "very important" factor, even before item cost, shipping, and reviews. Furthermore, the addition of the zoom tool for shoppers to get close-up views of products also emphasizes the value of why images should not only be high quality, but high resolution.
Beyond the necessity of high image quality, there is also image quantity, interactive 360 views, infographics, and video content to factor into increasing conversions and boosting overall sales.
3. Listing Transparency and Accuracy
Consumers appreciate honest and accurate representation when it comes to product listings. Size, color, scale, texture, and material are particularly important. Providing multiple angles and perspectives of the product can help educate shoppers and bridge the gap between physical products and digital browsing.
If a seller provides detailed visual and textual information about their products, they can reduce cart abandonment, decrease customer returns, and maintain brand confidence.
The world of e-commerce is vast, competitive, and multi-faceted, but learning to elevate a brand's product photography or investing in a professional product photographer can be beneficial in generating sales.
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