More and more consumers are choosing to trade an in-store shopping experience for one that can be done from anywhere. Customers are increasingly using their smartphones for shopping, accessing more options than ever before. As a seller, you already know that using images in your product listing will help customers sort through information overload and choose the items that best address their wants and needs.
Creating quality touch-points between you and a shopper through thoughtful and strategic product listings and images can lead to higher sales. Images also help shoppers remember your product in the case that they're still in the "browsing stages" - early on in the purchase funnel - or comparing other brands.
Here are tips on how to take the best product shots to increase conversions and grab attention.
Use Accurate, High-Quality Images
From the texture of a warm sweater to the details of camping gear, online shoppers want to experience the same information they would be looking for in a brick-and-mortar store - or get as close to that experience as possible.
It might seem obvious that high-quality images are associated with higher online sales, but when it comes down to the stakes - brand image and credibility - you don't want to cut corners or turn a blind eye to an image that's well-framed but grainy. Your customers are likely zooming in on product images, so be sure to test for that.
If you're not using a freelance photographer to help you with your product shots, be sure to invest in the right equipment; it's worth the cost. After all, you'll be relying on this same equipment to capture any new product line you build out.
- Camera: High-quality cameras can actually be quite affordable. Look for a digital single-lens reflex (dSLR) model, which has a body and an interchangeable lens to accommodate different product shots and needs. A 50mm lens, for instance, is perfect for mid-range and portrait work, while a 105mm lens is great for close-up shots. If you're on a tight budget but have the latest smartphone equipped with a powerful camera, don't think that it's disqualified because it's not a professional camera - with the right lighting, you may be able to take a great picture.
- Lighting: To make a product have dimension and pop out on camera, you'll need to make sure you're working with the best lighting possible. While light isn't necessarily a commodity (you can get it from the sun or any old lamp you have), you'll want to invest in a professional lighting kit to be able to control the amount and setup of light and ensure consistency across all your shots.
- Other materials: You'll also need a couple of other things before you get started: a roll of seamless white paper, clamps to secure the paper in a curved sweep behind the products, and even a white foam board you get up opposite a light source to create fill light and eliminate shadows that are too dramatic or uneven.
The goal should be accurate and attractive portrayal of your product for selling online. Use graphic design software - which is easily accessible with many free options - to color-correct your images.
Add Multiple Images With Different Information
While you should be thinking about the quality of the images for each of your products individually, don't forget to consider the bigger picture and strive for consistency across your entire product catalog. Choose a default photo angle to use across all the products you offer, and be sure that you're including multiple images for every product. Think of the questions a shopper might have about the product if they were picking it up at a brick-and-mortar store and include photos that anticipate and help address those questions.
Don't forget to show the product from all angles and include an image (or video) that contextualizes the product in a functional way. Not only will this demonstrate size and scale, but it will give shoppers the ability to experience the way they'd use the product in their own lives. Shoppers can much more easily envision themselves with, say, your nonstick skillet if you include an image of one on a stove top with dinner in the making.
Tophatter puts images at the forefront of product listings and recommends including at least four photos. Each photo should convey different information. One of your images should be closely cropped with nothing in the background, removing any distractions from the product. Other images should show the product in context, like the skillet pictured here:
Use Images That Communicate Your Brand
How do you want shoppers to feel when they see your product? Your photos should tell a story about what the product can do for them. Without the in-store advantage of ambiance or attractive displays, you need photos that communicate your product's quality and scale.
You should have at least one image with the item in use. Shoppers should see how they would use the product and envision how it would improve their lives. This sets your product apart from others. Images with people in them can also be helpful - after all, people are the ultimate prop.
Product listings with high-quality images are essential for selling on eCommerce sites, including Tophatter. Apply to sell today.