In the world of e-commerce, images have proven to be far more powerful than words alone to persuade end users to make a purchase. But just any image won’t do. For many products, it takes a set of high-quality images to tell a comprehensive story about product features and benefits.
A successful set of images results in a clear, attractive presentation of product features and benefits. On the other hand, product images fail when they create confusion or mislead. An item returned because “that’s not how it looked in the picture,” is more costly than not making the sale in the first place.
Follow these three key strategies to produce a set of quality product images that drive sales on your company website as well as on resellers’ and distributors’ platforms.
Strategy 1: Inform and educate the end user
You will need more than one image to show all features. Additional images are needed due to the quantity, location or functionality of the product’s features. Also, if an item is sold in multiple-unit packaging, use one image of the individual item to show features and another image to show quantity.
When features are located on various sides of a product, include images taken from different perspectives, like the front, back, top and bottom sides. Likewise, if a product folds for storage, provide separate views of the product in the open and closed positions.
There are other options if you can’t capture a specific feature in a photograph. A cut-away diagram, for example, effectively reveals interior features. Another approach to showing features that can’t be seen in a product shot is to show the product in use.
Strategy 2: Call out product benefits
Use concise text callouts to explain how each feature benefits the end user. Also, be sure to align text callouts and features, and don’t insert call-outs that refer to a product model other than the one shown in the image.
Strategy 3: Use high-quality images to make the product appealing
Quality images engage the end user, while poor images may send the wrong message about the product. Through proper lighting and positioning, a professional photographer will make your product look as attractive as possible. When possible, include images that show the product in real-life settings.
Need help developing an effective image strategy for your products? Give us a call at 847-541-4626 or send an email to JohnW@IncomarServices.com.
When it comes to product videos, one size doesn’t fit all.
Paying close attention to the differences in resellers’ website interfaces, social media channels and syndication sites results in videos that resonate with viewers. And, creating video content that matches the platform characteristics is the best way to get more value out of your video budget.
Some differences concern technical capabilities of individual platforms. What are the file requirements of your reseller’s platform? Can you put multiple videos on a single page?
What are the Search Filters?
Other differences are more obvious. For example, Snapchat attracts a younger audience than LinkedIn. Instagram is about visual content; words, not so much.
A professionally produced video enhances the presentation on your product detail page. On the other hand, you might get more traction on your product Facebook page with a smartphone video of your product in use in real life.
Here are some key areas to consider when providing video assets to multiple platforms:
- Technical requirements
- Page layout
- Audience demographics
- Platform personality
- Video running time
Does this mean you have to create distinct videos for every platform? Not exactly.
A cost-effective strategy is to produce multiple versions of the same video. First, Identify all possible platforms where you’d like to place video. Next, determine which elements might work across all platforms, and which elements need to be adapted for specific platforms. By researching the possibilities and planning ahead, you can create a master video that can be edited to fit your website, your resellers’ websites and social media channels.
Need some help creating videos for multiple platforms? Give us a call at 847-541-4626 or send an email to JohnW@IncomarServices.com.
Everyone agrees images are essential in e-commerce. Images have the power to build trust and educate the consumer. And words can’t compete with the ability of engaging photographs to make an immediate, emotional connection with the viewer.
Approaches to creating and using product images vary widely. What works best? How many images should you show for each product? Do you show the product in real life? The answers depend on what you’re selling and where.
Ground your strategy in fact
A clearly defined image strategy will guide you in the development of the right visual assets to drive sales of your product. Your image strategy should align with business goals and objectives, and meet the interface requirements of specific resellers. It also should take into consideration the competitive landscape and consumer expectations and preferences.
Our approach is to start with a deep understanding of the product. Manufacturers inform us of the product’s features, benefits and unique value proposition. We rely on our own marketing expertise and industry experience for positioning, creative direction and content. Resellers dictate platform requirements.
Tell the whole story
We examine the product closely, exploring how to showcase relevant details. Our goal is to define the set of images necessary to tell the full story of the product.
Let’s take an office chair as an example. Beyond the primary product shot, here are additional details we would consider including in an image set:
- Fabric
- Color and style variations
- Hydraulic system
- Stackable feature
- Ergonomic qualities
- Real-life settings
Use appealing images
To show the product at its best, we determine how to best light the product, look at it from different angles and use clean, simple backgrounds. We also employ editing techniques to enhance image quality.
Leverage the persuasive power of visual storytelling
In the online shopping environment, first impressions matter. Within seconds of landing on page, shoppers decide whether to stay or continue searching.
A set of high-quality photographs with a consistent look and feel make a strong, immediate and comprehensive statement. When product images appear together but look completely unrelated, they can result in a confused, disjointed first impression.
Need some help developing an effective image strategy for your products? Give us a call at 847-541-4626 or send an email to JohnW@IncomarServices.com.
A look at major resellers’ websites provides strong evidence that product videos are an increasingly important tool in your ecommerce marketing toolkit. In fact, a blogpost on the Forbes website reports that 87% of online marketers today are using video.
If you’re not already integrating video on your product detail page, here are four reasons why you should consider adding video to the mix.
Seeing is believing
Videos build credibility with viewers by demonstrating how product features work and calling out the benefits of these features. People can be skeptical of advertising claims, but seeing a product in action boosts their confidence in the product and drives the decision to purchase. Research shows consumers are 64% more likely to purchase a product after viewing a video.
Search engines favor video
According to a blogpost on SearchEngineWatch.com, an industry information site, videos are 53% more likely to show up at the top of search results than text-based content.
Search companies are in business to deliver what their audience is looking for, and that is increasingly video content. A Cisco white paper predicts video will account for 79% of all internet traffic by 2020. We’re headed towards what’s been called a “video-first” world.
Videos reduce returns
An informed shopper is more likely to make better buying decisions. Videos showing the product in real life and a user interacting with the product provide far more relevant information than images and copywriting to help the viewer imagine the product in their lives.
Videos keep shoppers on a page longer
Watching a video is less work, and more entertaining, than reading copy. And, by leveraging the storytelling capabilities of video, you can engage viewers to watch an entire video and deliver a comprehensive sales pitch.
Are you looking to integrate product videos in online sales presentation? Give us a call at 847-541-4626 or send an email to JohnW@IncomarServices.com.
Some manufacturers believe a “nice” photo of their product is “good enough.” And that everyone knows how to use it. Wrong. Your images need to tell a story. They need to show the prospective customer what the image looks like from all angles. It should show dimensions, details and every feature you currently take for granted.
Prospective customers don’t know your product the way your product managers or sales reps do. This could be the first time they ever spent more than five seconds researching it. Assume nothing.
Plan your image strategy the way an architect plans out a building. Think about its purpose, who will use it, and how it will be used. Inspect every nook and cranny as if you’ve never seen it before. Put yourself in someone else’s shoes. Take a step back and look at it from every angle. What do you see? What will your customer see? Does it solve a problem? If so, how?
Use your images as educational tools. Differentiate your product from your competitors. Spell out the features, benefits and solutions of every inch of your product so there will be no questions at the end of the lesson. If there are, add the answer to your image set and test it again. Do this as often as needed until you get it right.
How many images are enough? Honestly, as many as it takes to tell the story. You may need 10 to get your point across. But don’t limit yourself to a specific number. Do whatever it takes to get the job done.
The key is to tell your whole story with images before the prospective customer reads the details. I challenge you to pick one of your products and determine whether you tell the whole story. It’s never too late to solve the problem. It just takes time.
Need some help with your image strategy, give us a call at 847 541-4626 or send an email to JohnW@IncomarServices.com.
Why Video is Important
Did you know that one third of all online activity is spent watching video? That’s a lot of watch time! Consumers crave video because they want their information to be concise, visually appealing, and most of all, entertaining. If you want to compete in today’s saturated marketplace, you must utilize video while marketing your product.
Using video in advertising products is proven to be highly successful: In 2020, it was reported that 93% of brands got a new customer because of a video on social media. On the consumer side, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video (Hubspot).
Video can be utilized for more than just advertising your product; you can also use it on the support end. In fact, 43% of video marketers say video has reduced the number of support calls they’ve received. Video can be used at every stage of your product. The only limit is your imagination!
Quality Matters
This doesn’t mean merely taking a video of your product and posting it on the internet! There’s a lot to think about. What kind of video do you want to post? How long should it be? What about lighting? Ambience? Voiceover? Music? The list goes on and on.
If you’re overwhelmed, don’t worry! Incomar is here to help. Our talented team can help you produce professional videos for your product, no matter the type. We’ve got the insights and the skill to walk you through every step of the video creation process, from concepting to production.
Looking for an example of our work? Here’s our video portfolio.
Food for Thought
The data does not lie. Pictures are nice, but utilizing video allows you to spoon feed your customer the information you know they crave. Don’t get left behind; start seeing how video can improve your product today.
We would be thrilled to help you in your video creation process. Reach out to us at johnw@incomarservices.com or give us a call at 847.541.4626. We look forward to working with you!
