[10 Minute Tune Up]
The POWER of Product Images

In this episode, host Scott Reid discusses the crucial role of product images in enhancing the online customer journey.

Product images promote engagement, and the more engaged your visitors are, the more they buy…

During this concise, 10-minute episode, Scott reviews:

  1. The brick-and-mortar/online parallel
  2. The minimum number of images you should be using per product
  3. The three types of images you should be using
  4. Specific needs for certain product types
  5. What to do when you have limited resources or a large selection of products.
Our apologies, the accompanying video did not record correctly and is unavailable. 

EPISODE SNAPSHOT

  • [1:43] Analyzing website traffic data to identify optimization opportunities.
  • [6:24] Analyzing product sales data to identify top performers and areas for improvement.
  •  [8:11] Website analytics and user behavior.
  • [11:40] Google Analytics metrics for e-commerce businesses.

SPONSOR

This episode is sponsored by our very own Ecommerce Optimization HUB – your essential tool for enhancing traffic quality, reducing traffic costs, and refining the online customer journey. With The HUB, complex marketing data becomes easy to understand, helping you to clearly identify what’s working and what’s not throughout your traffic and website. 

The best part is that subscribers of The HUB also get access to on-demand support, feedback & coaching from Chief Optimizer (and show host) Scott Reid. You can take a test drive with our full access, 30-day free trial – no credit card is required. Get all the details by clicking here

EPISODE TRANSCRIPT

00:00
Welcome to the Ecommerce Optimizers Show. I’m your host, Scott Reid. For our new listeners, I always like to start every show with my quick definition of ecommerce optimization since it means different things to different people. As a specialist in this field, I view optimization as a continuous evolving process with three core objectives, one, enhancing traffic quality to reducing traffic costs, and three refining the online customer journey. These aren’t just goals, they’re the pillars for scaling your business effectively. So why does this matter? Because when you blend these objectives together, you convert more visitors into customers grow revenue, cut costs, and boost your bottom line. It’s all about getting more for less, more conversions more revenue at a lower cost. Now this episode is sponsored by our very own e commerce optimization hub, your essential tool for enhancing traffic quality, reducing traffic costs, and refining the online customer journey with the hub. Complex marketing data becomes easy to understand helping you to clearly identify what’s working and what’s not throughout your traffic and website. And the best part is that subscribers of the hub also get access to weekly optimization feedback and coaching from yours truly, you can take a test drive with our full access 30 day free trial, no credit card is required. And you can get all the details at ecommerce optimizers.com. Today’s episode is a 10 Minute tune up. In each 10 minute tune up we focus on one of the three core pillars. Today we’re focusing on the refining the online customer journey pillar. And refining the online customer journey is defined as continuously improving every aspect of the website visitors experience from beginning to end. Specifically, today we will focus on the critical role of product images in an e commerce Store. And we’re going to start the episode by talking about how product images in E commerce can replicate the in store shopping experience, or at least get closer to it. Now in physical stores, customers engage with products through touch, sight, and feel and sometimes smell as well examining items from various angles and appreciating their features and their scale. All right. Now our goal today is to understand how to translate this engaging experience into the digital realm. And the reason that this is so important is that we want to create engagement on the site. Images are one of the very, very best ways to accomplish this goal. So in other words, they’re not just visual elements, but they’re pivotal tools in driving customer engagement and sales. If you really think about it in that way that the better your images are to draw the website visitor and the more engagement you’re going to have. Because there is a direct line, in most cases between level of engagement and transactions and revenue. In some cases, I’d like to draw a parallel to physical brick and mortar stores. To illustrate a point, and in this case, it’s particularly applicable is when you think about it and put yourself into your shopping mode. Okay, you walk into a physical store, you pick up items that you have an interest in, you inspect those items from different angles, you assess features, functionality. If it’s clothing, you’re gonna gauge size and fit. And if it’s just a product in general, based on what type of product it is, you might gauge that size if it was a piece of furniture as a for instance. So this tactile and visual exploration, it’s critical to the in store shopping journey, right? I mean, that’s really, really obvious. But to mimic this in store experience, as much as you can, you always going to start with this one rule, always use at least three to five product images. Now this isn’t just a number, it’s about giving customers a comprehensive view of the product, much like what they would get in a physical store. And there are three types of images that you can leverage. And I think it’s a good to do to use all of these as much as possible within those again, minimum of three to five I like to refer to this as the trio of engagement. Okay, so the first one would be referred to as in scale or on model images, especially in the case of clothing. So replicate the install, scale and fit experience with images showing the product in scale or on a model. This helps online shoppers understand the size or fit of the product, which are crucial elements that are very often missed online. The second image type is featured focused images. So much like how a customer would examine the products unique features in the store. highlight these aspects throughout your images, and draw attention to what sets your product apart from others if applicable. The third type of images, multiple angles. So what you’re going to want to do is provide images from various angles. And this offers a comprehensive view that’s similar to a customer rotating and examining a product in their hands. Some more thoughts before we get into some examples. Remember that engagement starts with the eyes, over 50% of online shoppers start with images, not text. So the lesson on this is clear, better images lead to better engagement, drawing customers closer to a purchase just as a visually appealing product display would in a store. And here’s the thing, if you have poor images or insufficient images, you’re just not going to have as much engagement and you’re not going to sell as much as it’s as simple as that. There’s a couple things I just want to comment on, which is there are specific needs around imagery for different products. Alright, so these require more of a tailored approach. One is apparel and beauty products. So always as much as you can use human models for fit or skin tone reference, that’s one. The other one is accessory ambiguity, if there are any accessories that come with the product, don’t have it be ambiguous, take a picture of those accessories with the product. Okay. Now, with any limited resources, and every company has limited resources, what I recommend is prioritize enhanced imagery for your best sellers or products in specific marketing campaigns. Okay, so there’s this would be kind of like, if you are running a promotion on a given product, just make sure that the imagery around that product is as solid as it possibly can be. Alright, so now we’re into the video component of this 10 minute tune up, you can access this video component by going to ecommerce optimizers.com and go into the podcast page. All right. Now, the first brand that we’re going to review today is first of three is the alley chicago.com, I’m going to look at two different products that they have. The first product is a T shirt and this t shirt, I see one image, which is several too few. It’s not on a model. There aren’t multiple angles to this. And specifically, this has a print on it. All right, and I can’t tell whether that print is on the front of the back. So that’s ambiguous. And that just causes friction, and it causes doubt, then the description, it doesn’t say whether the print is front or back. So that’s just something all the way around could definitely be improved upon. The next one that they have is the men’s leather motorcycle jacket. This has more imagery, it has three which is good, we’re getting up into that range. And it has some detail has a front and back view, which is awesome. But it’s not on a model. And that would be much better, in my opinion, to have this jacket on a model. So I could see it being used, as well as just to be able to gauge the size of the fit, more angles would be great to have a side angle. One thing that is really good about it is that there is some detail in terms of the waistband with the belt and the zipper. So you can really get a good sense of that. So this next brand is blushington.com. That’s where it can be found. We’re going to look at a couple different products. This first one has one image, that’s it doesn’t show anything else. It’s limited. This is an example of something that should be improved upon. But interestingly, in other areas of their site, different products, they have, I think a pretty good effective use of imagery. This is a good example of better imagery. All right, we have the product outside of the container shows the user the consistency at least and an effort to do that, as well as a before and after picture in terms of what it can do for your hair. There’s one other good example that I found here as well, this is this Brooklyn bombshell blowout spray. So we have the container. And then we have some after pictures, the final look what they referenced them out. But they have four different images front and back for two different models with different types of hair in different ages. So I thought this is a really effective use of imagery. And it was solid. Our final example is Antony bellies. cheese.com. I’ll be honest, my guilty pleasure is cheese and crackers. And this looks like the place to go. That being said, I’m going to we’re going to look at the cheese, meat and treats board. This had only one image should have more from different angles. It’s a high quality image. There’s

09:24
no doubt about that. But one of the things that it didn’t have was it wasn’t at scale. So additional images may be in a setting to provide a level of scale to the size of this, of this tray of cheese and meat. And grapes and olives

09:41
I think would be really helpful and it would lead to more transactions. Just want to point out that it does say plated on a 12 by 12 inch wooden tray. That being said, if you’re going to have more images, do it at scale. That’s just my expert opinion on this. We’re right at 10 minutes thanks lot for listening to this episode I really appreciate it and I look forward to seeing you on the next episode bye bye