If you have €10,000 to invest and you have to choose between betting everything on Google Ads or betting everything on a new photoshoot, chances are you'll choose advertising.
Indeed, when running an e-commerce site, image optimization is often not a priority. A photo shoot is expensive and is seen more as an expense than an investment.
Photos can play a crucial role in your online store's conversion process,
And yet! Photos can play a crucial role in your online store's conversion process, regardless of your e-commerce CMS , and we'll see that we're not necessarily talking about "beautiful" photos.
Indeed, well-crafted visuals attract the eye and encourage users to interact with your products. It's even possible to boost conversion with certain types of images.
I hope this article will convince you that working on your photos to boost your sales is an interesting avenue of work.
The 8 essential types of photos for successful e-commerce
And as a picture is worth a thousand words, for those of you in a hurry, here is a little explanatory infographic created by Tom from digitalabs.agency, you can go see his instagram.
A photo of the main product (packshot)
The first image your customers see should be clear and attractively depict the main product. It's the one that captures attention and immediately connects them to what you're selling. Don't hesitate to include accessories to increase the perceived value.
Normally, the packshot is on a white background without a background for more practicality. If it's your first shoot: white background, if you choose another color, be careful of the time needed for clipping later. It's better to add the color in post-production rather than the other way around.
Example: A photo of your product with a minimalist but impactful staging.
A photo of the bundles offer
If you're offering product bundles or packs, it's essential to show all the products included. This helps your customers understand exactly what they'll be receiving and why they're getting a great deal.
If you use a box or accessories or have interesting packaging, show that off too!
Example: Present all the elements of the bundle in a single image, well organized.
Product benefits
You can also add text to one of your images to highlight the specific benefits of your product. This allows your visitors to visualize the benefits immediately without having to read lengthy descriptions. Be careful to keep it concise, of course!
Example: Use an image of your product along with a few points about its main benefits.
A lifestyle photo
Lifestyle images show your product in a real-life situation. The idea is to help customers imagine themselves using the product, identifying with the model or context presented. This increases the feeling of desirability and creates an emotional connection. Be careful, this is sales; we show the customer how they want to be with the product; they must see the benefits directly.
It is also an opportunity to show photos of your target customers (lifestyle, ambitions, clothes, colors, etc.)
Example: A person using your product in a natural, relaxing environment.
A testimony
Customer reviews have become a very powerful form of sales in recent years. This is called UGC (user-generated content). Highlight your customers' opinions, accompanied by their photos if possible. The idea is to build trust in your site or product. If you don't have product reviews, use the site's reviews.
Example: Use an image containing a testimonial with a high satisfaction rating and the customer's portrait if you have it.
A photo “How does it work?”
You know how to use your products. But do all Internet users? Even if you think so, explaining the steps involved in using or implementing a product can influence the purchasing decision.
Visually detail how to use the product or explain the routine to follow to get the best results. Yes, even if it's a toothbrush. It's a kind of mini tutorial to explain how the product works to curious people.
Example: A visual and simple text showing the product and explaining how it works. A short animation can also do the job!
Specifications/Ingredients
For food products, customers often want to know the specifications or ingredients before making a purchase. A visual that details these important elements can reassure and convince.
It works for technical products too! Even for “fashion” products like shoes or sweaters, this photo remains a must-have.
Example: A specification table or a highlighting of the product's key ingredients.
The famous social proof
Numerous studies show that users trust the opinions and experiences of other customers. Use images that illustrate the transformation or results achieved with your product, or a collage showing satisfied users. A before/after comparison is great and remains easily usable for many industries.
For technical products, you can select reviews that compare products from other brands or other technologies.
Example: Before/after or photos of multiple customers using the product.
Boost your e-commerce with photos
In short, the single packshoot on a white background is dead! It's necessary to reconnect with a sales story through product photos. Take the time to select and create visuals that tell a story and highlight the benefits of your product. It's up to you to control the narrative of the page as if you had the customer in your store. The result? More sales!
And yes, sometimes you don't find the right format the first time. Test several axes to see which ones work best and watch your conversion rates climb! And it will always give you great photos to sell on Instagram to develop your brand!
By optimizing your images based on these eight photo types, you can significantly increase your conversions and make your store more attractive to visitors.
