The impact of images on E-Commerce
E-commerce has been growing at an accelerated rate. According to Statista, e-commerce is forecasted to reach US$4.88 trillion in global revenue by 2021. In 2017, e-commerce sales accounted for 10.2 percent of all retail sales worldwide. That figure is expected to reach 15.5 percent in 2021.
With a growing online commerce market, consumer expectations also grow, and you know what that means: increase in consumer demand + increased competitiveness = time to take immediate action.
E-commerce images are everything
If you want to stand out from your competitors in this market that is already inhabited by countless online competitors, your company must invest in product images and vídeo marketing. If you don’t believe what I’m saying, according to Crazy Egg, online stores that use videos in their product pages had an increase of 134% in conversions.
According to Salsify (an e-commerce technology company) a survey conducted with over 1000 North-American online shoppers in one year, shoppers expect to see six product images on online stores per item.
Furthermore, according to Salsify – and now going back to videos – consumers today watch an average of three videos to help them learn more about a product they see online (we actually talked about this in the article “Why create marketing videos for e-commerce?”) before making a purchase.
What’s the reason for the success of images in e-commerce?
Imagine you’re at a department store and all of the shelves are empty. A salesperson approaches you and tells you that if you’d like to see a product, you have to purchase it first.
Are you going to spend your money on a product you can’t see? That’s exactly what happens with online stores, the only difference is that it’s a virtual experience instead of a physical one.
When it comes to e-commerce, you have to be even more precise when describing your products. This means you have to not only give precise details about the products but must also have a visual asset that makes the buyer feel as if he can touch the product when he’s looking at it through a computer or a smartphone screen.
We believe that today, people are looking more and more for authenticity. That’s why adding images to e-commerce (again, by “images”, I mean photos and videos) allows potential consumers to be better informed about a product they want to buy.
Don’t forget that unlike a physical purchase, consumers can’t touch the product, meaning that they can’t feel the materials and can’t check the quality or test the product.
Because of this inability to physically touch the product, online shoppers make their decision solely on visual information. That’s why the quality of the product images also vital.
By creating transparency of your products, your consumer’s trust will grow and they’ll be motivated to place the product in their virtual shopping cart. As I showed you here, visual content (photos and videos) are a great way to relay trustworthiness to your consumers.
Lastly, but not less importantly, images are a great way to create engagement in e-commerce. To do that, they need to grab your consumers’ attention. If you want to see what I mean, check out our article How Computer Generated Imagery (CGI) Can Change Your Marketing Campaigns, and these tips to help improve your company’s product images.
‘Till next time!