Using Photography to Boost Sales
From large photographs that anchor your homepage to small product shots on site pages, photography is a crucial element to the online success of a brand. Product photography not only tells the story of your brand, it sells it. How do you create beautiful images that speak to consumers? Here are three best practices for using photography to boost your sales:
Pretty vs. Perfect
It's important to strike a balance between creating an image that looks good and editing it to the point of being unrealistic. People want to see an image that's appealing to the eye, but they also want something that appears real. Create an image that's the best and most beautiful version of itself because ultimately, beauty is what will sell.
This is incredibly important when showcasing product photography on your e-commerce site, where the shopper only has the images to rely on. It's the responsibility of photography to convey all the features of a product in order to give consumers an accurate look and feel without actually being in the presence of the product.
Incorporate interactive elements into your photos. While adding elements like video onto your site can entice shoppers, interactive elements like 360-degree product rotations are what sell products because they allow shoppers to experience an emotional connection with the product and have more control over their online shopping experience. The more time you get consumers to spend interacting with a product online, the more likely they are to purchase it.
Soma Intimates is one example of a retailer effectively using 360-degree product views. The cross-channel retailer offers a variety of views of its products on models, and select products on its site offer a 360-degree button where the shopper can view the product from all angles to get an accurate look at the fit of the undergarment.