Customers love shopping online but, since they can’t interact with your products in person, they’ll depend on the information you offer to determine whether or not they want to buy from your site.
There are many elements to consider when designing a website to ensure customers have a great experience such intelligent shipping options based on what your customers want, which you can easily set up with a plugin like WooCommerce Table Rate Shipping, but one of the most important strategies is to use great product photos.
Product photos are an essential component of any eCommerce website. You’ll place them on product pages, landing pages, and even in advertisements to showcase what your company has to offer. They can make or break a sale, so it’s crucial that you get them right.
Let’s take a look at how you can take exceptional product photos that capture your audience’s attention and drive sales.
Take the Time to Get Your Lighting Right
Photography is an art, so you need to be mindful of each element that goes into your product photos. The lighting you use will have a huge image on the look and feel of your images, so you need to be smart about choosing your source.
Natural light is a great choice if you’re on a budget because it’s free and easy to leverage for many types of products. But, you will need to identify the best time to take photos outside to avoid shadowy images.
Using natural light is also a great way to capture the natural colors of your product and emulate how they would look in a physical store.
The most popular photography lighting comes from LED lamps or ring lights. You must have two light sources besides your camera’s flash to ensure your product photos are bright and showcase all of the necessary details.
Take the time to ensure your images stand out and look visually pleasing. Also, remember, lighting is key for helping your product images look identical to seeing the item in real life.
Whichever light source you choose, ensure you use the same type for all of your product photos. This will give your images a consistent, cohesive look that appeals to potential customers.
Photograph Your Products in Situ
Since customers can only judge your products online, your goal is to help them create a clear mental image of themselves using your products. You can make this easier by showing your items in their natural settings.
Take pictures of your products in places that make sense and reflect where your potential clients will use them. For example, cooking accessories should be staged in a kitchen.
You should also photograph clothing or jewelry on models that reflect your target audience to help potential customers envision themselves wearing your items.
This is a great way to boost your online sales because it gives users a better idea of how they can fit your products into their daily lives. It also helps your customers make more informed purchasing decisions, which will lead to a higher level of satisfaction.
Take a look at this example from Kasala, a Seattle-based furniture store. They do an excellent job of creating product photos that feature their products in their intended settings.
Notice how the products are shown in actual workspaces on their office furniture page, for instance, often paired with other furniture available from their store. This is a great way to help customers visualize these products in their own homes.
You can use the same tactic for your online store by placing your items in real-world situations to add a sense of authenticity to each photo.
This can help potential customers envision how your products will look once they are purchased, and could even lead to them buying more from you if you show different products together.
Show Every Item in Action
Another great way to help customers imagine using your products is to provide pictures of them being used by a real person. This gives potential buyers a better understanding of how your items function, their purpose, and who they are meant for.
Additionally, showing happy people using your products sends the message that your new customers will enjoy them too. You can do this by taking product photos of models or even real customers using your items.
Make sure the product is the focal point of the image and that the person using it seems to be enjoying the experience. Use everyday items for scale and context to help the viewer gauge the size of your products, too. This will help manage expectations and accurately portray your items.
Let’s take a look at some companies that do this well. For instance, SchoolLockers.com, an online locker retailer, uses product photos that show visitors how they can fill their lockers and storage compartments.
For instance, the company’s fire station lockers are pictured with uniforms stored inside them. This helps potential customers visualize how many items can be stored in these spaces and will put any concerns to rest about whether they’re fit for purpose. This will help to earn customers’ trust and lead to more sales.
Another great example comes from Stryker T-Tops, an online retailer of boat accessories.
This company uses product images that feature their specialty products in action. Notice how they show various types of boat t-tops installed and ready to go, allowing potential customers to visualize how they would look installed on their own vessels.
You can use the same strategy by photographing your products in “performance mode” to help buyers make informed decisions. You’ll be offering more information about how they can expect the items to operate in the real world, which they’re sure to find helpful.
It will also ensure people understand your product’s size, scale, and function, proving how essential they are.
Make Your Products the Focus
Out of all the popular marketing strategies you can use on your website, focusing on the best parts of your items in your product photos should be at the top of the list. You want your items to be the focus, and busy photos tend to distract customers so you want to keep your photos as simple as possible and put your products in the center to grab the reader’s attention.
Photograph your items against a plain or straightforward backdrop to ensure your audience sees the detail of your products. If you choose to incorporate other elements into your image, be sure to blur the background and focus the lens on your product for the best results.
Always Try to Provide a Variety of Photos
Since they are shopping online, potential customers will want to see your products from different angles. If applicable, you’ll also want to show all your product’s various uses.
So, you must give customers a variety of photos to browse through to get a better idea of how your items will work for them. Here are some tips you can use to generate the perfect mix of product photos:
- Take pictures of your product from different angles.
- Incorporate user-generated images or lifestyle photos to show your products in real life.
- Show the product in and out of its original packaging.
- Get creative with high-contrast lighting or exciting backdrops.
Remember that the goal is to get your customer to obtain an accurate picture of the products. The more ways you present your items through product photos, the more likely visitors will be able to make an informed purchase and convert into loyal customers.
If you want to make sales on your eCommerce website, you must offer customers accurate and eye-catching images of your products. Product images should emulate what customers see in brick-and-mortar retail stores, and they have to look fabulous in order to sell the product.
Take the time to produce great product photos for your eCommerce store. Use these tips, and you’ll see a boost in sales as your images guide customers through your sales funnel.
Interested in more informative articles? Check out more articles from WoahTech for more how-to guides on enhancing your eCommerce website and growing your business.
Adam Steele is COO and co-founder of Loganix, which is an SEO fulfillment partner for digital marketing agencies and professionals. The company provides the SEO services that businesses need to grow and achieve their goals. If you enjoyed this article, you can find more SEO guides and templates on the Loganix blog.