The benefits of good product photography

product photography camera

As an e-commerce retailer your products are the back bone of your business – so good product photography is a biggie.

People remember 80% of what they see and 20% of what they read. This means that if you’re not delivering great images of your products, you could be missing out on some serious sales.

This article looks at how your product photography can set you apart from your competitors and deliver you those all-important sales leads.

Increased conversion

While there are lots of advantages to shopping online, the downside is that e-commerce only engages one of the senses –sight. Ideally your customers will be able to see the photography but they won’t be able to fully experience or hold the product in their hand, so your images need to do everything they possibly can to capture the physical benefits of your product.

And unless you’re selling skateboards for hamsters the chances are you probably have online competitors selling similar products to you. Therefore, highly detailed and visually appealing photography that establishes trust will help you sit head and shoulders above your competitors.

DueMaternity.com, an online maternity retailer, found that by investing in rotating 360° product images they were able to increase their conversion rate by 27%. Overall, 360° photography adds a new dimension to online shopping as it allows browsers to take a ‘virtual tour’ of your product, simulating an in-store buying experience.

By giving web browsers the ability to examine your product like they would in person, you will be able to establish yourself as a trustworthy and reputable retailer and convince buyers that your products are high quality and authentic.

Mobile audience

It’s no big secret that more audiences than ever before access the internet through mobile devices, so appealing to potential customers that are on the move is crucial. Mobile audiences want quick and easily digestible information and don’t have time to read great swathes of content, so you need to let your product shots do the talking.

They say a picture paints a thousand words, and nowhere is this truer than on Instagram. The new click-to-shop feature allows mobile browsers on the platform to visit sales landing pages by clicking on photos, enabling you to convert viewers into shoppers with a single click. So the better you nail your visuals, the more likely you are gain valuable leads.

Increased search

Visual content is 40x more likely to be shared across social media networks which will increase traffic and support SEO through social signals. Plus, the more shares your pages receive the more likely you are to be able to reach out to new customers. This means that your photography should not only be professional but should also be highly distinctive and branded. Posts on sites like Twitter are also restricted by character limit, which places more emphasis on stand-out imagery over lots of written content.

In an attempt to cut through the noise, marketers are constantly employing visual tricks to attract user attention. Cinemagraphs are an excellent example of this as they allow you to add looping video elements to your photography (like an animated gif). Cinemagraphs are an original and artistic way to bring your brand to life – not only do they set your brand apart but they also delight and inspire audiences. The use of cinemagraphs has increased since social channels such as Facebook and Instagram introduced their auto-play video capabilities. They provide a more native, integrated and visually appealing way to reach new customers with research suggesting that cinemagraphic content tends to have more virality, with 71% higher organic reach than still photographs.

Build trust

With more and more consumers looking to make purchases online, it’s never been so competitive to make sure that your visual content is picture-perfect. Product photography should be your brand ambassadors; they should help to establish trust.

Your customers want to be sure that they know exactly what they are purchasing online, so photographing your products from different angles gives your audience an overall look at what it is you have to offer. Similarly close-ups or shots of the product in use can be helpful as it gives your potential customer a better feel of the shape, colour and fit of your product. Clean, high resolution images will demonstrate that you are reliable and honest and will encourage them to make a purchase.

Having a variety in your product photography increases the chances of it being shared on social media, or even picked up by blogs. Studies suggest that 92% of consumers would opt for peer recommendations over advertising so it’s worth considering how social media recommendations can impact how others view your brand authority.

As an e-commerce business, you will also need to invest time into crisp, high-quality packshot photography. Unlike advertising or commercial photography, simple product packshots on plain backgrounds minimise distraction to deliver your customers a simple and reliable user experience. Not only this, but they will also provide you with brand consistency giving your business a professional and reliable edge.

Web design statistics dictate that your site’s visual elements are more important than ever before, and with increasing pressures from online competition you can’t really afford to let product photography be an afterthought. If you want to stand apart from your competition and strengthen your brand identity then crisp, clean, well-presented images need to be a primary focus.

To learn how Ad-Rank can help you get the most out of your product photography, contact us today.

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