To increase online sales several times just with photos is possible. Here are some lifehacks from Brandquad COO Daniil Matveev.
High-quality text and visual content can help to increase conversion rates to several hundred percents, it has been shown by our practice of working with large online retailers. It’s important to understand that different mechanics work for different cases depending on the product category. You risk depriving yourself of a number of competitive advantages ignoring this dimension. So how to make the content on your site really attractive? There are some guidelines for working with photos in e-commerce.
The first hack: the more photos, the higher is your conversion. A joint study by Brandquad and a large Russian online retailer showed: if you add more than one photo to the product’s card, the conversion can increase by 8% on average. At the same time, it should be noted that this rule works differently for different product categories. An increase in the number of photos for accessories and jewelry, for example, usually led to an increase in conversion, but in such categories as “sports”, “books” or “food” — on the contrary.
The second hack: for some product categories conversion-boosting images of a certain style with all the minute details are distinctive. They should have everything that’s important to the buyer when he wants to purchase this product. Any little things: from photos of connectors and ports in electronics to photos of food labels. Our studies have shown that such details, revealing the functional features and consumer properties of the product, can further increase the conversion rate by 5-7%. Likewise, it can be photos in native surroundings: for example, photos of furniture in the interior for furniture stores, and for accessories and jewelry — model shooting (pendant on the neck, a bracelet on the wrist, etc.).
The third hack: quality is more important than quantity. Putting one good photo is better than a few bad ones. Dead pixels, blurry photos, low resolution — you should avoid all of this. Imagine that you want to purchase this product, what photos would help you to buy it?
Don’t forget that mobile content consumption is growing all over the world, so your photos on product cards must be adapted to the format of mobile devices. Here are some recommendations for creating high-quality photos for mobiles given by the international association GS1.
It’s better to take high-quality images in specialized studios. If you don’t have your own, you can order it. For example, in Brandquad Content Lab you can make not only high-res photos and 3D videos, but also assign certain attributes to products that will accelerate the automatic uploading of product cards to your website through any CMS, PIM or DAM system.
The fourth hack: if you have an online store, don’t limit yourself only to those photos that provide product manufacturers. Make additional photos and videos, it’s in your best interest. The main thing is that it’s not prohibited by the manufacturer. However, it’s not always easy and cheap, especially if the product volume is large. Process automation can help save money — collecting and storing content, creating text attributes, working with images. Do not forget about A / B testing: you can check whether the new content works for your target audience, and if there is an increase in conversion, you can already try new tools.
As a summary: putting product photos in the online store, remember the 4 rules, where 1 is the number of photos; 2 — product features that affect a certain style, for example, composition and surroundings; 3 — quality, no fuzziness, and dead pixels and 4 is your content.
Photos in the article: Freshh Connection / Unsplash, Sander Dalhuisen / Unsplash, Kimia Zarifi / Unsplash, Pulse customer experience studio