Top 6 Mistakes to avoid on your ecommerce site: Episode 1 from SynthJet
Summary:
3 Must Have Photos for High Conversion eCommerce Sites
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Photos…
Pictures…
Images...
Photography…
Whatever you want to call high-quality enticing imagery, you must have it. Your ecommerce site won’t convert without it.
The single most important aesthetic element of your eCommerce site is quality, consistent, engaging photography to showcase the features, style, uses, and value of your product and your brand.
Quality imagery is the gateway to building a brand people trust, a brand people want to buy from again and again, and a brand people recommend to others.
“The whole point of taking pictures is so that you don’t have to explain things with words.” Elliott Erwitt
Below are 3 must-have types of photography to build a high-conversion eCommerce site:
- Brand Image Photography
Check out minute [0:59] to hear Travis talk about brand image photography.
Brand image photography are the images that will be your banner images, the images of your featured collections, and be the staple images on the About page of your eCommerce site.
Brand images are the visual story of the quality, look, and emotional association you want buyers to have with your brand.
Your brand images need to be a high-quality, enticing, visual representation of your brand and if you do these images right, your brand images will make people want to know more about you, your brand, your company, and your products. BONUS: If you do these images really right, people will want to tell others about your brand too
Brand images are to draw the user in, pique their interest, and seer your product into their buying psyche.
*Quick Tips for your Brand Image Photography*
- Theme consistency: All your images should look and feel as though they are congruent and part of the same theme. You want people to associate the look and feel of these images with your brand. The same way. Every time. Pick a consistent theme and tone and stick with it to build a brand following.
- Quality > $$$: Quality photos don’t have to be expensive or custom taken photos. You can use free, stock images (be sure to verify images are free commercial use). Search for “free stock photography” or the stock imagery in the Shopify admin section is really good too.
- Intended Use Photography
Check out minute [2:05] to hear Travis talk about brand image photography.
Intended use photography or lifestyle photography are images of an individual product or a collection of your products being used in real life.
For example, if you’re selling a hammock, think of the ideal setting for your target customer to use your product. Is it a rugged hiker taking respite in the backwoods? Get a photo of that hiker taking a snooze at their campsite.
Is it a mom taking respite in her backyard? Feature a photo of your ideal customer, super mom, getting a few moments to herself in the comfort of your hammock with a drink (of water) in one hand and a book in the other.
Describe your ideal customer and the ideal setting for your product to be used in a photo or two or three.
This is your opportunity to:
- Showcase your product in the product’s proper element.
- Make people feel like they can use your product and LOVE it!
- Help people visualize what they can do with your product and what their life will be like using your product.
Watch minute [4:05] to hear Travis share ideas on how to get intended use photos.
- Product Image Photography
Check out minute [2:42] to hear Travis talk about brand image photography.
Product image photography are photos of the product itself from a variety of angles that are useful to your buyer.
With your product images you want to make your buyer feel 100% confident that when they order your product, they know EXACTLY what they will get.
Give your buyer a visual gift of all the features and uses for your product. Plus, the more quality and interesting photos you have of your product, the more time your buyer will spend LOOKING at your product—a win for them, a win for you.
*MUST haves for your Product Image Photography*
- 8-12 images of your product from a variety of angles and perspectives to showcase the product’s shape, the product’s size in relation to another object, the different ways the product moves, the different ways the product can be used, the different ways the product can be stored, etc.
- Take photos of your product on a white background.
- Make sure all your product images are the same ratio. See minute [2:59] for an explanation from Travis of the right image ratio.
- Photos that are well lit, clear, and crisp.
- Make these photos something YOU want to see when you are shopping online.
***BONUS***
If you need to get scrappy on how to get product use photos, watch minute [8:01] for Travis’ Product Photography Hacks.https://vimeo.com/257813644/620c19dc61
