Pictures. They're worth a thousand words. But when it comes to your products, they're worth so much more.
And this is because when it comes products online, your audience makes a decision about what, where and if to buy based on the images you provide to them.
The power of a sale lies in your ability or lack thereof to provide high-quality product images. How are you wielding your power?
Today, we're going to dive into the in's and out's of good product photography and how it is (most likely) affecting your online store.
Are you ready to get started? Let's go!
People are Visual
And when it comes to online shopping, even more so.
You see, instead of being able to experience the products in person with all five senses, your customers are staring at a screen. And as the seller, it's your job to make it easy for your customers to put faith in your product using only an image.
Showcase What Matters
It's common sense for a seller to showcase their product in a way that makes it the most visually appealing, of course. But you also need to make sure you're showing your customers the things that matter. Or, in other words, the reasons they need to add this item to their carts ASAP.
Maybe your product holds something that your competitors don't. You want to show your customers what that is in action.
Let's say you sell women's dresses and skirts. You can take a picture of the product itself, but the picture that will prove to be more powerful is the image of a woman wearing the dress.
Maybe you sell furniture or glassware. In this instance, you can showcase the best parts of the product in action, (maybe a house party or a family enjoying time together, etc) and give your audience a taste of what they could have.
The key to great product photography, aside from having all the right equipment, is calling forth the appropriate emotional response from your audience.
"Why Does An Emotional Response Matter?"
Buyers make a decision based on logic and emotion. We buy based on emotion, and justify that purchase with logic. Think about it. The last time you bought something, you bought it because you believed you needed it. You could've sat on the couch, but you loved that chair, and hey, that provides more seating for guests.
You love that dress and you haven't bought a new dress in ages. Your other dresses look like rags.
You love that video game. It's the next in the series and you'll never be able tor est until you beat the last boss.
Purchase=justified. So when it comes to your images, they must call forth an emotional response. And you can do this by keeping your images sharp, straight-forward and informative while also showing the product in action.
Yes, The Camera Matters.
Smartphone images aren't going to cut it, unfortunately. If you don't have the money to buy all of your equipment, hiring an agency is your next best plan. Resorting to smartphone images or even low-quality images from a good camera will only result in lost conversions in the future.
That being said, smartphone cameras are still pretty epic and there's no reason why you can't showcase your products on social media with the right tools and your smartphone.
"Is Editing My Pictures Still a Good Idea?"
Absolutely. You want to showcase the best qualities of your images and touching them up on the computer is a great way to make sure your customers are seeing the best of what you have to offer.
That being said: DO NOT edit so much that your product photos don't correspond with your physical products. Remember that at some point customers will buy your product and they're going to know that there's a difference between what you've advertised and what you're selling.
This creates distrust and disloyalty. If you want your audience to share the good news about your product, (and generate new conversions with great product reviews, etc) your product needs to live up to what you're advertising. And notice I didn't say "customer expectations". Of course you WANT to live up to customer expectations, but when that isn't possible, the best you can do is be honest about what you're selling and market it accordingly.
Your product photography matters. Most especially if you want your eCommerce business to grow and flourish.
Maybe you don't have the equipment. Maybe you just need a little insight into the practice. Maybe you want more than just product images and need help marketing your products across the web. Guess what? We Can HELP!
Do you have any information you'd like to share about creating high-quality product images that drive conversions? We want to hear all about it!