The Importance of Product Images To Drive eCommerce Conversion

PICTURES TELL A THOUSAND WORDS. 

In fact, pictures tell 60,000 words.  The human brain processes images 60,000 faster than text.  Copywriting helps a product get discovered via organic search. Images need to grab attention, communicate the product features, and close the sale.  Given the importance of product images, we strongly recommend that eCommerce sellers have at least 5 images per product listing.  To maximize eCommerce sales, all of the images should be created with a mobile-first approach.

1. Hero Image on a White Background:  For many channels (Amazon, Walmart.com, Target+, Chewy.com, and others), the hero image needs to be on a white background.  Even if the channel doesn’t mandate a white background, HINGE COMMERCE recommends this format because it makes the product itself stand out, and avoids cluttering the image.  Importantly, when the product photography and images are set up to work across the key platforms, it enables the same content to be syndicated across all channels, using PXMs like Salsify.

2. Back Image:  The second image should show the back of the product, on a white background.  For packaged goods (including food and beverage products), this must include a legible version of the ingredient label.  Clear product photography helps communicate exactly what the product looks like, the size/dimensions, and package form.  The goal is to set clear expectations for consumers so they are not surprised when they receive the product, which in turn will reduce return rates and help drive up product reviews.

   

3. Product Attributes with Text Call-Outs:  This helps consumers quickly understand what the product benefits are, functionality, dimensions, etc.  Text call-outs help consumers quickly understand product benefits and are particularly effective on mobile devices.
4. Lifestyle Image(s):  Lifestyle images help convey how the product can be used.  Lifestyle images are essential to help consumers visualize how the product will fit into their lives.  To save costs, HINGE COMMERCE can tap our digital editing expertise to showcase the products in situ or appear that the product is “being worn” and change color-ways.

5. Video Content:  On some eCommerce sites, the product detail page can accommodate video content.  Wherever possible, we strongly recommend incorporating video content.  Using video helps distinguish your product content from your competition, and helps tell a more complete story.

6. Brand Sign-Off: If the eCommerce platform is a marketplace or site that is not owned by the brand, the set of images should close with a brand sign-off.  This helps reinforce the brand’s equity and build brand recognition, trust, and loyalty.

If a brand does not have up-to-date product photography or digital assets, HINGE COMMERCE can provide product photography in a very cost-effective and timely manner.  These images can be published on multiple marketplaces simultaneously using HINGE COMMERCE’s Salsify instance.  This helps the brand maintain best-in-class content that is consistent across platforms, while also saving money.

Having eye-catching and appealing product images matters for Business-to-Business (B2B) brands too.  Read how HINGE COMMERCE’s work for The Hershey Company updated the product photography for their foodservice products for use on their distributor sites, such as Sysco and US Foods.