How Product Photos Affect an Online Business's Revenue
by Brian McKay
About 93% of people consider product photos essential in purchasing decisions. True enough, before we buy a product, we always check out its photos first, and videos, too, if they're available. We want to see the product in every angle and how it looks when it's used or worn. Even if we don't shop online, we still use the photos on e-commerce websites as references in our decision to purchase them in the physical store or not. By assessing the product virtually, we save time that we could've wasted in a brick-and-mortar store.
That said, if you're about to launch an e-commerce brand, how are you treating your product photos? Do you take their photos yourself, or do you hire professionals? If neither, chances are you're using the photos provided by your supplier, which isn't a bad strategy. But with consumers getting more meticulous, you may need to step up your game a bit.
The Importance of High-Quality Images
When you post photos of your products, you need to take note of two concepts: consistency and quality. They directly impact conversion rate or the percentage of website visitors completing an order on your e-commerce website. The more consistent and high-quality your imagery is, the higher the likelihood of conversion ensuing.
If you're taking your product photos yourself, you must have a digital camera with at least 15 megapixels. Some top-of-the-line smartphones have such a feature, but a camera alone isn't all that you need to take superb photos. You also need tools like a white background, lighting equipment, and most importantly, your photography skills. If you're great enough, you can take high-quality photos even without the tools.
However, taking product photos is time-consuming, what with the multiple angles and getting the perfect lighting. To save time and focus more on managing your business, hiring a professional is recommended.
Two Types of Ecommerce Photos
Two types of product photos must be seen in every e-commerce website: product-only and in-context. Product-only images are exactly what it suggests - an image of your product in a plain white background. This is where multiple angles are shown, as well as close-up shots. The detail is most important in product-only images, so even if the item is something just as small as a jewelry piece, for example, you still need at least a dozen of it.
The quality of the photos should make customers almost feel the product in their hands, but don't dismiss the idea of retouching or editing them, too. It's actually necessary, not because you're fooling your customers, but to showcase the products professionally and at their best. Let's use jewelry as an example once more; if you're selling luxury jewelry, you're emphasizing both the product itself and its authenticity, so aside from using high-quality and detailed photos, you also need to have it enhanced by a jewelry photo retouching expert.
The second type of product photo, in-context images, are photos of the product being used. They're usually what we see on a brand's social media pages. Like product-only images, in-context photos are also needed in multiple angles, only you're free to explore your creativity here. You can play with lighting, especially in outdoor shoots, and have your model pose in different ways, as long as they're highlighting the function or beauty of your product.
In your e-commerce product page, it's essential to have both in-product and in-context images, but the former has to dominate. After all, your customers prioritize scrutinizing its quality and material more, and its appearance when worn only comes in second.
The bottom line is, simply imagine yourself as the consumer when you think of product photos. You surely shop online, too, so what kind of photos do you like seeing? Apply your learning to your own business, and you'd achieve exactly what your market wants.
