A potential customers brain will process images much quicker than text. It is often said that over 60% of a human’s brain is involved in vision. Most potential customers brains are overloaded with messages, visuals allow us to quickly put things in perspective without being overloaded with information.
The way product images are presented to us has an enormous effect on our purchasing process. In order to stand out from the crowd and increase your conversion rates, it is important to follow these five simple points –
1) Have A Clear Profile identified When Creating Your Product Images
Think about your potential market. What sex are they, what is their age, what are their influences etc? All these questions help to build a profile of your perfect customer.
Once we have established a profile we can model our image template on them. For example for showcasing a product, we can add a visual of someone using or wearing the item.
If a particular mood or atmosphere needs to be created for a particular product then we can add certain colours and shades to each image.
UK online retailer Bon Marche do a great job on their image profile. They use a clean white background to display just the product and then when you put the cursor over the image it changes to seeing the item on a model, in context. See below –
2) Be Consistent
Once you have decided on your product Image template, you then need to apply this look to all your product images across the website. This will give your site and products a professional appearance, whilst also developing a consistent brand look.
A great example of a consistent template is the UK retailer All Saints. See an example of their product images below.
3) Reduce Noise & Increase Clarity
In order to reduce clutter and improve the clarity of your product images, you should consider adding white space to the background of the image. This will help the eye of potential customers focus on the most important element, your products.
Another option to consider is to completely remove any borders around the image like the example below.
4) Objectively Measure Your Product Images And Their Performance
How do you measure the performance of a product image? Analytics. This may sound complicated but it’s simply a case of monitoring the number of visits to a product page and the conversion rate of these visits into buyers.
There are many options available in terms of analytics on the market. Google provides a completely free Analytics tool that can be used to calculate product specific conversion rates.
5) Constantly Improve Your Product Images
In order to make sense of any analytics data, you need to compare controlled, randomised images. By this we mean to make one, simple, random change to a product image for each test. Then compare the original to the changed image in terms of results (data). This is also known as split testing.
If all this seems a little overwhelming you can consider talking to an external photo retouching services that can provide conversion optimisation guidance.
If you need any further help or if you have any questions related to product image conversion rates then you can contact us here.
If you have a large number of images to edit, it can take up quite a considerable amount of time. It’s always worthwhile considering reaching out for help. It can greatly increase your efficiency by outsourcing certain aspects of your business.