The main function of product pages is to give users the information they need to make purchasing decisions. There is lots of information you can add to product pages to make them more useful to potential customers. And if you have an online store, you know that the images on your product pages matter to customers – a lot.
According to a recent survey by Salsify Today, shoppers expect at least six images and two videos for each product they view online. But quantity is not the only important factor. Consumers also cited poor quality images as one of the top reasons for leaving a product page.
Since the amount of product images and their quality directly impacts conversions, your product photography should be a crucial component of your ecommerce strategy. Luckily, getting quality product images on your site doesn’t mean you have to blow your budget on a professional photographer. In fact, you can capture amazing product shots using your iPhone or Android phone. Here are our six favorite DIY ecommerce product photography tips:
1. Maintain Brand Consistency
Create a brand image and stick to it. No product photo should appear like it belongs somewhere else. A consistent look helps your customers cultivate trust in your business, which leads to increased loyalty and higher conversions. To stay consistent:
- Standardize your image sizes, style and product positioning
- Use the same filters and retouching techniques for a consistent style
- Keep shadows uniform
- Establish a process for creating new images that's easy to repeat
2. Use a White Background
Ever wonder why so many ecommerce sites shoot their products against plain, white backgrounds? For one, it makes products stand out by minimizing distractions. It also helps create a consistent feel that’s easy to reproduce.
If you’re shooting a white product on a white background, Pixelz recommends making sure your background is properly lit to create separation and include floor shadows so your products don't look like they're floating.
3. Opt for Natural Lighting
Great lighting makes products pop—and you don’t need professional equipment to achieve it. While shooting outdoors has too many hard-to-control variables, setting up indoors near a large window works just as well. For best results, make sure the natural light comes into the room at a 90-degree angle to your product. If the light is too direct and harsh, try diffusing it with a sheer curtain.
4. Understand Scale and Composition
Pay attention to scale, which can be tricky. Don't shoot your products in a way that makes them look too small or too big. As a general rule of thumb, your product should occupy at least 85 percent of the image’s frame. When shooting, we recommend positioning your camera on a tripod, level with and directly facing your product.
5. Shoot from Different Angles
Shoppers want to see at least six images of a product when shopping online. Make sure you deliver. Take multiple shots from a variety of angles so your customers can get a feel for what your products looks like. The more options and choices you have, the better.
6. Pay Attention to Image Resolution
Perfect lighting, angles and composition won't matter if your images are low-resolution. Your customers should be able to click your images to properly examine each product. Use an image compression tool to reduce the file size of your images as much as possible to limit page load time – without sacrificing image quality.
Because online customers can’t physically touch your products, photos are indispensable to your ecommerce success. Make sure they are high-resolution and showcase your products from a variety of angles to maximize conversions. And remember to be consistent with your shooting style to help your DIY images look more professional.
Product descriptions are the key to conversions for any ecommerce site. But how do you make them enticing enough to turn online browsers into buyers? Stop thinking of them as “descriptions,” for one. Specifications such as color and size may describe your product accurately, but they hardly have the persuasive juices to make a shopper “Add to Cart.”
Remember, a product description is also a sales tool. Here are three tips to help you write product copy to improve your bottom line.
1. Know Your Audience
Who is your product for? Which demographic do they fall into? What are their interests? The more questions you can answer about your target audience, the better you’ll be able to relate to their needs.
Ask yourself why this person would be interested in your product. This will help you bridge your products’ features and benefits to your potential buyers’ motivations.
2. Link Features to Benefits
By better understanding your audience, you’ll recognize what their pain points are and how your products can help them.
Let’s say your online store sells thermal coffee mugs. One of the features of this mug is the stainless steel double wall. What is the takeaway for shoppers? Nothing, unless you let them know how this feature benefits them.
Example: The Onyx Thermal Coffee Mug’s stainless steel double wall keeps your drinks piping hot for up to 8 hours while keeping your cup cool to the touch.
Always follow your feature with a clear benefit.
3. Nip Objections in the Bud
Buyer’s guilt is real and it usually strikes sometime before checkout. Objections that generally pop up include:
- Do I really need this?
- I shouldn’t be spending money on this.
- Let me think about this some more.
According to Moz’s Martina Mercer, you can eliminate buyer’s guilt by using and avoiding certain words. Don’t, for example, use words such as “treat” or a “luxury” to describe your products. Instead, label your product as “essential.” Highlight your products’ multi-use and target words that make them sound exclusive. Refer to your product as a “bargain,” and if your offer is a limited-time one, say so. It will create a sense of urgency.
Following these tips will help, but your product descriptions won’t make an impact if they’re hard to read. Avoid using long paragraphs when writing them. Use a couple of sentences as an introduction, but list out your features and benefits with bullet points. This will make your copy easier to scan.
Shoppers rely on your product descriptions to make purchasing decisions, so write description that sell! If you’re not sure about what content to include on your pages, here are some recommendations on the best information to include on your products pages.
For ecommerce sites, the value of image collateral can not be understated. When users browse your website, product images help them make purchasing decisions. However, the product images on your site have even greater sales driving potential than that. More...