So, your site is designed, product descriptions are written, the shopping cart is all ready to go, so what if you don’t have great photos? No big deal right? Wrong! It is a very big deal. Not having clear, original, and professional-looking photography could make the difference between a purchase and a pass in your online store.
The Touchy/Feely Syndrome
When you go to a physical store to buy something, typically you want to see it. There are very few occasions, if any at all, when you’d be willing to buy something sight unseen. You want to hold it, look at it, feel the fabric, compare the colours. The only opportunity your online buyer has to this “feeling” experience is through visual images.
Buying on the Go
More and more consumers are taking to mobile devices to buy online. Phones, smartwatches, tablets, they all allow for shopping on the go. Now more than ever you need to be able capture the fleeting attention span of the consumer who’s browsing while walking down the street, on the train, or sitting in the restaurant. Fabulous photography can catch their eye and hook them in.
Social media marketing efforts through sites like Facebook, Twitter, Instagram, and Pinterest, are becoming the rule rather than the exception. Social media audiences crave visual content. The old adage that “a picture is worth a thousand words” rings true here, especially with character-restrictive sites such as Twitter. You can’t wax poetic about that new product, but you can post a stunning image to entice a purchase.
Standing Out from the Competition
With an ever-increasing number of consumers making online purchases, stores such as yours are investing more and more money into digital marketing strategies. Whether you sell pots and pans or luxury lingerie, there’s probably dozens of other e-commerce sites selling the same product, possibly at a lower price. First-rate photography will help your products stand out from all the rest. Consumers look for value for money. Professional-looking, well-placed images can help create that value.
Now, before you rush around the warehouse clicking photos with your smartphone, give some thought to hiring an experienced, professional e-commerce photographer. Why? The intent of e-commerce photography, as opposed to recreational or creative photography, is to show the product exactly as it is. Fashion photography is gorgeous and creative, but will it let your customers imagine how that dress would look on them? E-commerce photography concentrates on presenting the product in accurate detail, without distracting or superfluous poses. That takes know-how and experience.
Good product photography is meant to promote sales and minimize returns. Never underestimate the power of the lens.