How Product Images Can Increase Your Conversion Rate

If you have ever watched recordings from heatmapping tools like Hotjar, you'll notice that visitors spend most of their time on product pages focused on images. This trend holds true across various industry verticals such as furniture, apparel, and more. One of the key differentiators between best-in-class product pages and regular ones is the quality and quantity of images they feature.

I recommend including at least one standard product image, one lifestyle or mood image, a 360-degree image, a zoom-in image, and an interactive image. Additionally, we've observed that product images showcasing specific value propositions or awards tend to outperform their peers.

Understanding the Importance of Visual Impact

When it comes to online shopping, seeing is believing. Research consistently shows that consumers rely heavily on visuals when making purchasing decisions. In fact, a study by MDG Advertising found that content featuring compelling images garners 94% more views than those without. This underscores the pivotal role that product images play in capturing attention, piquing interest, and ultimately driving conversions.

Standard Product Image

This could be a classic freisteller image or a standard product image with a background, depending on where you want to focus. There is no industry best practice here, and we've observed different performance issues with both approaches. For instance, using high contrast color codes for your background may increase clicks on your image but could reduce the click rate for your "add to cart" button and, consequently, lower your conversion rate. Conversely, we've noticed that image backgrounds, especially for pricier products, can encourage visitors to spend more time on your images, resulting in more clicks. The key is to showcase your product from various angles.

<div style="padding: 20px; background-color: #dcfce7;color: black;margin: 20px auto;border: 1px dotted #60697b;"><span style="font-weight: bold;">Pro Tip:</span> It may sound obvious, but many shops overlook this: Focus on quality images. Low-quality images can significantly impact conversions.</div>

Lifestyle Images

Lifestyle images can be mood images, thematic images, or model shoots featuring real-life people. There are two primary reasons for using lifestyle images. Firstly, they help customers visualize how the product can be used. Secondly, they enhance emotional engagement. Additionally, in a sea of impersonal drop-shipping stores, lifestyle images can help build trust with your audience. Trust is crucial for attracting new customers who may be hesitant to purchase from unfamiliar stores. With lifestyle images, you can differentiate yourself from competitors and instill more trust in your eCommerce shop.

UGC Images

User-generated content (UGC) images currently have the most significant impact on leveraging trust through images. While UGC has been a trend in social media for years, it's not often used for product images. However, featuring UGC images demonstrates that your business is legitimate, that you have satisfied customers, and that they love your product.

Zoom-In Images

Depending on your product, showing zoom-in images can be beneficial. For example, in the apparel or home & living industry, customers often want a closer look at patterns. I've found that zoom-in images can positively impact our return rate, as customers get a better understanding of the product right away.

Highlighting Benefits Within Your Product Images

Due to the brain's preference for visual content, emphasizing product benefits within images proves highly effective in illustrating product advantages. With the brain processing images approximately 60,000 times faster than text, and visual information comprising 90% of data transmitted to the brain, leveraging visuals ensures swift comprehension and enhances memorability. This phenomenon, known as the picture superiority effect, further validates the potency of images in leaving a lasting impression compared to text.

Be sure to prioritize high-quality images and include various types to cater to different preferences. Additionally, conduct A/B testing on your primary image to determine what resonates best with your audience.

Matthias Strafinger

Founder of Permar AI
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