If recent research is any indication, product images are a major factor in converting visitors. In fact, 83 percent of eBay shoppers skip listings without images, while sites with galleries get 15% more activity and those with so-called super-size photos show a 24 percent spike in sales.
The better photo wins every time.
Most visitors have spent many more hours shopping offline, where the sensory experience is superior. We can touch, hold, smell, and feel products before we buy them. So it is a little puzzling why so many companies have done little to try to recreate the visual aspect of the offline experience by providing better, more and more detailed product images. Many skimp on the quality of their product images and use manufacturer supplied images. Ouch!
Want to see a another great example of product images used well. Check out TigerDirect.com. Not only do they show multiple product images they also redline the features for their visitors. The extra effort is worth it.
A good example is from Swell.com showing larger images and different views.
Companies with thousands of skus cringe at the idea of taking and managing a whole new database of product images. No need, you don’t need 7000 new images to make a difference.
The same holds true if you are in B2B; better product images are worth a thousand calls to action. Many B2B site offer downloads of whitepapers or demos for completing a form but fail to make the most basic of efforts to persuade them. Don’t just tell them about your whitepaper; merchandize it! Show a cover; show them how easy it is to read with all your pretty charts. Test to see which pieces matter the most.
Puma allows people to navigate around a high quality image of any product.
Now take action
- B2Cs can start by taking their 25, 50, or 100 top trafficked/popular products and upgrading those images. Consider this a marketing expense rather than a development expense.
- B2Bs can merchandise their offerings better. Don’t just tell visitors about your whitepaper. Show a cover; show them how easy it is to read with all your pretty charts. Test to see which pieces matter the most.
Enjoy!
