It’s the digital era where everything, well, almost everything is available online. People like to take advantage of that. Convenience is a very important component of customer experience and e-commerce does a great job of catering to that. While 50% of users use the internet to make purchases, there’s still another half of them who refrain from shopping online as they don’t want to spend their money on a product whose credibility is even slightly questionable, and eCommerce product photography plays a big part.
Customers are reluctant to spend on something without trying it first. The closest possible way e-commerce websites can get to bridging this gap is to provide eCommerce product photos as close as possible to the look and feel of the original product. Just as you would not buy something online till it doesn’t have a picture, has one that looks fake or, is not appealing enough, people won’t buy from you either.
I will tell you how you can take good quality eCommerce product photography and make them SEO friendly to boost your conversions but let’s do a root cause analysis first.
Why are images so important?
Since you can’t compete with brick and mortar stores when it comes to the provision of seeing, touching, feeling or trying out the product, images become your best bet. They should seem as appealing to the customer as the original product would. Trust me, if captured well, product images sometimes become drivers of users’ buying decisions.
When you shoot your eCommerce product photography, always keep your customer in mind. Remember, good customer experience is your end goal, good eCommerce product images are only a means to that end. So, your job isn’t to click a few, high-resolution shots of the product, your job is to create shots that capture and communicate the usefulness of the product to the customer. A high-level prototype could look like a high-resolution close-up of your product, followed by a click of the product in action, followed by an image where the product shows how it is in line with the values of your brand. Unless your portfolio doesn’t succeed at evoking emotions, your product won’t sell.
Now that you know and probably realize the importance of images, I am going to tell you how to click them without burning a hole in your pocket.
Use a flexible tripod:
Flexible tripods are a savior when it comes to e-commerce photography. That’s because not only do they help you in capturing the product from all angles, but they can also be fixed to almost any surface. Using this tripod, you can use your smartphone’s camera to experiment with multiple angles and backgrounds.
Perfect your lighting:
Lighting is a critical element of every eCommerce product image. It becomes all-the-more important when it comes to your product’s picture. The money will come if the customer purchases the product. And, the customer will purchase it only if she likes it which means perfecting the lighting is your best bet. If the lighting is even slightly off, your product could be perceived as unauthentic.
Make sure there are no shadows in your product’s eCommerce images. Capture it from an angle that captures the optimum amount of light. Capture outdoor products in sunlight but use artificial light for clicking products that are used indoors and need a lot of detail – the idea is to mirror the actual experience with the product.
Create a spotless white background:
Use white chart paper as a background before clicking your eCommerce product and watch the white space work wonders. It gives an impression of a clean background unadulterated by lighting, shadows, and creases. This will add a professional touch to your images.
Your beautiful product images would be of no use if they don’t succeed in generating revenue. That’s why SEO optimization becomes important.
Use compression tools to improve speed:
When it comes to online shopping, speed is the key. People don’t like to wait to see something they are interested in buying. They don’t wait in stores, right?
Professional eCommerce product photography is usually heavy and takes time to load. Compress them using a resizing software without compromising on their quality before you upload them on your website.
Use keywords in file names and alt text:
If you think that your image name won’t show up on your website, you’re wrong. So, leaving it as ‘Img 5’ is probably a bad idea. Search engines catch hold of your image names and alt text. Therefore, always add keywords in your image name. Update the eCommerce image's alternate text to describe what’s happening in the picture on your eCommerce website design. If you follow these rules, the chances of Google finding your page relevant become manifold.
Keep A/B testing the images:
Since consumer preferences change with time, your eCommerce product photography needs to adapt to them. For that, you need to know what’s working for the customer and what’s not. Keep experimenting with angles, position, lighting, etc. to come up with a combination that works best for your sales. Don’t forget to measure the impact of every combination.
If possible, get your existing customers to share a visual of them using the product. Credibility would attract more people to your brand.
As an online marketer, your eCommerce product photography is all the experience your customers have with you before making a purchase, make it worth their while.
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