How to create product images that sell

Our top 6 tips for putting your best pictures forward

2 Dec 2021

You’ve found your dream pair of shoes online. You click on the site, excited to buy them – only to find one, small, blurry product photo. Now you can’t be sure what they really look like. What’s more, you’re also questioning whether you can trust this online retailer. Instead of excitedly making your purchase, you close the tab – and they’ve lost your business in seconds.

In the world of eCommerce, product images are key to converting sales. How do you make sure you nail those images so people come back time and time again? There are a few things to keep in mind.

First, why does it matter?

We’re in the digital age where online retail is ever more prevalent. But one thing has always remained the same: product images are the key to success. As more people shop from the comfort of their couches, images are the primary way businesses sell their products.

When customers land on your website, they’ll decide whether to stay or go in 0.05 of a second. At this point, they won’t take any notice of product description or reviews – your images are the vital hook to keep customers hanging around.

Think about how you shop in a retail store. You consider colour, fabric, quality and how the item fits when worn. The online shopping experience is no different. People are often more critical of all those things, and if your product images aren’t reassuring, they’ll likely move right along to the next online retailer.

Best practice for product images

For your product images to really stand out and, ultimately, generate sales, there are a few guidelines you’ll want to stick to. Here’s what you need to know. 1.

At least three images per product

Multiple images are the best way to showcase the different features of a product and give your customers a clearer idea of what the item will be like in real life. This means they’ll be much more likely to hit the buy-now button. If your online store has lots of products, focus on images of your best-selling or most important product lines first. If your product comes with accessories – for example, a blender that has extra blade attachments – make sure you add a separate image that clearly shows what’s included.

2. High quality is the best policy

People are 80% attracted to what they see, and 20% to what they read. That means quality product images are critical to the success of online retail. Even with the greatest intention of buying something, a consumer will be instantly put off by small, blurry product images. At a minimum, brands should source high-quality photography for the most important products, particularly anything best-selling or limited edition.

3. Give your products a human face

Human models are particularly important when selling apparel, cosmetics and accessories. They’re one of the best ways to ensure more sales. Online, consumers can’t judge a product’s real colour, size or fit, and without seeing products on a model, they don’t get the full sense of what it will be like when worn. This doesn’t instil much confidence in the product, and the consumer is likely to move on without purchasing.

The answer? Use a variety of models – all shapes and skin tones – to portray the most realistic images for your customers. Models also give the shopper an immediate understanding of the product’s intended audience – whether it’s for children, men, women or unisex.

4. Show products in scale

In a physical store, customers can instantly see the exact size of a product. Even if they’re buying something large like a kitchen appliance, they’ll be able to gauge its rough size just by comparing it to other objects around it. Online, this isn’t possible. Always have at least one ‘in scale’ image that shows the product’s size in relation to its surroundings. If you’re selling backpacks, for example, show multiple images of the backpack on the intended user – whether that’s children or adults. For large product catalogues, consider using computer-generated in-scale images.

5. Get high, get low with different angles

Research shows that product images from multiple angles will significantly improve your conversion rate. They allow your customers to get a better understanding of a product’s size and special features. How do you ensure you’ve covered a product well? Shoot the front, back, diagonal, bottom, top, interior and any special details. That way, your customers get the full picture of what they’re buying.

6. Include lifestyle images

Car salespeople don’t sell cars using stationary photos, they show the car driving down a highway on a sunny day. They’re selling a lifestyle – what you could have if you buy that car. It’s the same for selling online. If you’re selling apparel, show images of models wearing the garments in a desirable location – a beach or surrounded by nature. This paints a persuasive picture of the lifestyle consumers could have if they buy those items. Brands often use lifestyle images on their homepage, but some buyers bypass this and head straight to the product page – so it’s good to cover your bases.

Perfect your product images and boost sales

With more and more people turning to online retail, there’s never been a more crucial time to perfect your product images. A few simple tweaks will ensure your online store is performing at its best – and keep your customers coming back.

If you need help boosting your rankings, refining your site or communicating with customers, talk to the eCommerce experts at Solutionists – we’re always happy to chat.

author:

Solutionists

date published:

2 Dec 2021