When users shop online, there are many factors that guide the transformation. For example, there are reliability, website design, loading speed, usability, and so on. A single element as a reason for design is not considered.
If the design, loading speed, usability and reliability of the site drive customers to the product page, the product image will become the biggest selling point.
Merchandise photos are the final piece of the puzzle for transformation. This article is about how to use your product images.
1. Don’t skimp on pictures
In EC (electronic commerce) websites, it is very important to include enough images to show how the product looks. However, as with catalogues, remember that there is no need to upload extra images.
In addition, the selection of high-quality pictures at the same time, but also to ensure its optimization in the web page. Recently, the price of the Content Delivery Network (CDN) has become more affordable, enabling the use of high-resolution images.
If you don’t have a good photo of a product, you won’t be able to convince people to buy it, and they’ll leave the site.
Source: UrbanOutfitters.com
Urban Outfitters’ site, for example, is really good at using images. In the screenshot above, what the dress looks like is shown in detail from multiple angles. The second picture shows other items that can be matched with it, as well as how to wear them.
2.360° image display
360° all-round picture display allows customers to have a more comprehensive understanding of the product. Use a 360° image display method to reduce the number of product images on your e-commerce site.
Source:adidas.com
This approach can try to reappear in the physical store, contact the real scene of the product.
The addition of 360° product displays on DueMaternity.com also increased the conversion rate by 27%. In addition, Golfsmith.com also saw a 30% to 40% increase in conversion rates when a 360° display of a specific product was added to the site, compared to a typical product.
3. Contextualization of the goods
Add contextual images to your product, and select appropriate product photos based on your analysis of your target customers, what the product looks like, how to use it, and what customers would like to use it. Let the customer feel the actual situation of using the product.
Source：amazon.com
4. Zoom in appropriately
Balance is what picture enlargement is all about. Too small a zoom is useless, and too large a product will be out of sight. Zooming in is necessary to allow potential customers to confirm all the details as if they had actually seen the product in a store.
Source:newegg.com
The proper balance of magnification features brings a better experience for shopping guests. When prospective customers arrive at the store, they feel like they’re holding the product in their hands and examining it. Due to proper magnification, customers can buy goods with confidence.
5. Reflect the texture of the product
Texture is very important for a particular product. However, it is difficult to reflect the texture of goods only through digital pictures. If the question misleads the buyer, it will not only make the buyer dissatisfied with the product, but also likely to write a bad review online. This will result in additional costs for the company’s after-sales staff to return and exchange the product (according to the return and exchange policy).
When it is necessary to reflect the texture and other characteristics of the product, in order to make it easier to see the texture of the product, it happens to be complementary to rule 4 [appropriate magnification], and the close-up is easier to reflect the texture of the product.
Source: AshleyFurniture.com
Furniture products are particularly needed to reflect the texture. In the image above, Ashley Furniture accurately conveys the specific texture of the product through appropriate magnification. For some customers, this is a very important selling point, and if they can’t confirm the texture of the product from the picture, they probably won’t buy it.
6. Prepare product pictures according to the color and style of the product
So far, have you had any expectations about the colors you’re selling? If your product has 12 colors to display, prepare a different image for each color.
Source: nike.com
Show the colors of our goods. This can be done in two different ways.
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Color specifications are available on the product details page. After clicking the selected color, the product picture on the current page is updated to the picture of that color.
2. Display multiple different images. Each color of the product is displayed in the product list, and once the color is selected, the page is updated with the product details page for the selected color.
The first method can display a variety of styles and colors of goods on one page, which is easier for customers to use.
7. Display the size of the item
Displaying the size of goods is a necessary way for customers to grasp the actual size. If your items are small, put small items on the side for simple comparison. This is also true for long and tall items.
Source: Urbanoutfitters.com
Many stores will write the actual size next to the picture. Starbucks, for example, often displays the size of these drinks on a chalkboard in front of the store. Such curation isn’t just for online stores.
In particular, the use of a white background that is different from the real world in a product photo. A white background is not appropriate for large items. Instead, place the item in the actual use scenario (living room and kitchen, balcony, etc.) and represent the actual size of the item in context.
The product page above shows the product sample and the state of being stepped on. This not only shows that the product is big enough to rest on, but also makes the customer feel that the product is solid.
8. Does the product have hidden items?
Some products have hidden items that you might not expect. Customers may be surprised that they don’t find a hidden drawer in their bed frame before they buy it, so it’s best to show that drawer in a photo. (Compared with similar competitive products, there are specific selling points)
Source: Ikea.com
It is important to have pictures that are clearly visible on all sides of the product. The display of drawer functions in the catalogue concerns the sale of this item.
9. Use animations to introduce the use of goods
The point of the animation is to show how the product is used, or to help customers understand the product, and to provide relevant information to potential customers. Unlike pictures, animations need to convey more information in less time.
Source: amazon.com
What kind of goods do you own? What does it look like under different lighting? How to use it? Is there any other way to use it?
Compared to a picture, it can convey various aspects of a product.
10. Minimize clicks
To maximize the usability of product pages, users can see all product changes on the same product page without switching pages. Here is an example of an Urban Outfitter screenshot showing the different frame types and sizes on one page.
Source: Urbanoutfitters.com
Returning a search to retrieve a different version of the format or to view a different version of the image results in wasting the user’s time.