The Importance of Product Imagery on an Ecommerce Web Site

Influence Purchasing Decisions

High-quality images of products can significantly affect purchase intent because they inspire confidence in potential buyers. Think of Apple’s product pages. They meticulously craft each image to highlight every feature. Plus, they present their products coherently, while creating an immersive experience that compels Web-site visitors to seriously consider their brand over others. Apple focuses on even the littlest details, as Figure 3 shows.

Reduce Product Returns

High-quality product imagery can lead to fewer returns. When you upload crisp images from various angles, customers are less likely to be surprised or disappointed when the product arrives. For example, Lululemon Athletica uses high-resolution images and videos, showcasing their activewear from multiple angles. They even pair these with multiple color options and a side panel that recommends similar products to simplify the shopping experience.

Their approach has contributed to their low return rates of roughly 10%, in comparison to their competitors, whose return rates are between 40% and 50%. Remember, accurate representation ensures customer satisfaction and minimizes returns due to customers’ unmet expectations.

Meet and Exceed Customer Expectations

Today’s customers expect high-quality visuals. A survey by Etsy revealed that 90% of online buyers said the quality of the product photos was ‘extremely important’ when making purchasing decisions. Meeting these expectations maintains credibility and encourages repeat business. Building on the previous example, Lululemon goes a step further by providing the Outfit Inspiration section shown in Figure 5.

This feature lets shoppers browse through more products in the Lululemon catalog and see high-quality views of what their outfits would look like. Of course, it’s important to note that you can’t rely entirely on product images; you must use color and design elements to maximize your ecommerce sales.

How to Make the Most of Product Imagery on an Ecommerce Web Site

Let’s look at seven simple ways of creating a library of stellar product imagery for an ecommerce Web site.

1. Create the Right Product Imagery for the Ecommerce Platform

Creating the right product imagery starts with understanding your target audience and the unique selling points of the products. Ensure that your images are well-lit and showcase the product from multiple angles, as the example in Figure 6 shows.

Image source: Amazon

For instance, on Amazon, product pages often feature close-ups and 360-degree views that let customers examine products thoroughly. When creating such photos, you can do the following:

• Invest in professional photography or high-resolution cameras to capture detailed shots.
• Maintain consistency in background, lighting, and style, which is key to creating a cohesive look across your platform.
• Use lifestyle images to show products in real-world settings so customers can visualize their use.
• Try using Photoshop or Lightroom to enhance image quality and present your products in the best light possible.

2. Leverage AI-Powered Image Tools for Creativity

When working on T-shirt design ideas, you could rely on AI software to help generate designs. However, it’s also important to leverage AI-powered, image-editing tools such as Canva, Adobe Sensei, and Remove.bg, which can significantly improve the creation of product-imagery. These tools offer features such as automated background removal, intelligent cropping, and personalized design suggestions. With these tools, you can quickly generate multiple variations of product images for testing and see which images perform best. Plus, these tools can save you time, ensure that your visuals remain fresh, and help you create product images that enhance the shopping experience.

3. Make Product Imagery and Descriptions Work Together

To maximize the impact of your catalog’s imagery, ensure that your product images and descriptions complement each other seamlessly. Your exceptional visuals should highlight key features on which you elaborate in the text. For example, as shown in Figure 7, IKEA pairs its detailed product photos with descriptive texts that emphasize functionality and style, while also providing a comprehensive understanding of the product.

Bullet points and concise language should draw attention to important aspects of a product, and add images to illustrate these points. Consistency in tone and style between images and descriptions helps create a unified brand experience, making it easier for customers to make informed purchasing decisions.

4. Optimize Images for Search Engines and Users

With well-optimized product images, not only can you boost Web-site traffic, you can also attract more potential customers who are searching for an exact product online.

Optimizing images involves several key steps, as follows:

• Start by using descriptive, keyword-rich file names and alt text for your images to improve search-engine optimization (SEO).
• Use tools such as TinyPNG to compress images without loss of quality, ensuring faster page-load times and a better user experience.
• Use responsive images to ensure that your product images display properly on all devices.
• Regularly update and audit your product images, keeping them current and relevant to improve the site’s performance and visibility in search results.

For example, Shopify offers built-in image optimization features that automatically adjust image sizes for different screen resolutions. If you find this capability difficult to navigate by yourself, the Shopify Help Center section addresses it.

You could also use before and after images to show how a product can improve the user’s life. This approach is common for services—think ecommerce products for cleaning or decluttering—for health-related niches, and many other applications.

FilterGrade uses before and after images to help showcase how powerful the use of photo filters and video LUTs (Lookup Tables) to alter colors and tones can be in editing a user’s projects. “Seeing the plain befores and awe-inspiring afters really intrigues users and makes them want to try out the filters on their own images.”—Mike Moloney, Founder & CEO of FilterGrade

5. Tell Stories with Product Imagery

Storytelling through product imagery can increase engagement and emotional connection with your existing and potential buyers. Use images that depict the product in real-life scenarios, showcasing its usage, as shown in Figure 8.

For instance, Nike often uses dynamic, action-filled images of athletes using their products on their home page, which conveys a powerful narrative of performance and inspiration.

Combine product images with lifestyle shots to create a story that resonates with your target audience. This approach highlights product features and evokes strong positive emotions, making the images more memorable and appealing to potential buyers.

Image source: Instagram

Remember, storytelling doesn’t end on your Web site. It should continue on social media to build brand consistency and draw in larger audiences. When you maintain a cohesive visual narrative across all platforms, you can strengthen your brand’s identity and reach more potential customers. Therefore, you should do the following:

• Share behind-the-scenes content and product-development stories on Instagram Stories.
• Use platforms such as Facebook, Twitter, and LinkedIn to post customer testimonials and success stories along with images of your products in use.
• Create Pinterest mood boards that inspire and reflect the brand’s lifestyle.
• Create video content on TikTok or YouTube to tell longer, more detailed product stories.

6. Leverage the Power of Fan-Made Content

User-generated content (UGC) such as customer photos and reviews can be a powerful tool in your arsenal for building trust and authenticity. Encourage your customers to share their experiences using your products and their images of the products on social media. Also feature this content on your Web site, as shown in Figure 10.

As Figure 11 shows, Brands such as GoPro excel at showcasing user-generated content across social-media platforms, including Instagram—where they have almost 21 million followers. This promotes community engagement and provides real-life proof of the product’s value. Create a hashtag for customers’ use, making it easy for them to collect and share content. This is a win-win strategy that provides free, high-quality imagery and builds a loyal customer base through recognition and inclusion.

To encourage more submissions of UGC, you could add a dedicated page to your Web site similar to GoPro Awards. To sweeten the deal further, you could even add a reward for contributing.

7. Outsource Product Photography

Outsourcing product photography to professional photographers could be a worthwhile investment, especially if you lack the time or resources to do the job well in house. Professional photographers bring lighting, composition, and editing expertise that can make your product images pop. Plus, they know how to present products in the best possible way.

When choosing a photographer, look for those with experience in your industry and a portfolio that matches your desired style. You could also create a mood board to facilitate the process or make use of talent-acquisition software that lets you keep track of all the important onboarding steps. Ensuring that the final product images align with your vision requires clear communication of your brand’s vision and imagery requirements.