If Looks Could Kill: How Bad Product Photography is Ruining your Online Sales

If Looks Could Kill: Bad Product Photography Ruins Online Sales

Since childhood we have been berated with the notion that it’s not all about looks. That may be true when it comes to giving that new associate the time of day when they ask you to lunch. But, when it comes to e-commerce, consumers are a lot less forgiving. Product presentation is crucial for sales generation and customer retention. In order to attract and retain clients, you must deliver an all-around quality customer experience. This is not just in regard to providing a superior product, but also by creating visually pleasing images that will be a testament to that.

Enrapture the Buyer

Irresistible product images enrapture buyers and boost conversions. A potential buyer won’t click on a product unless it draws them in. With that being said, professionally-taken pictures of your product will lend credibility to your business. In fact, a Shopify.com article lists retailers’ failure to use good product photography as one of the five e-commerce design mistakes that are hampering success online.

Similarly, Techgotyou.com claims that of the ten internet users who visit your site via an ad, nine are willing to go on and purchase the product. Now with that in mind, here is what avoid if you want to convert customers at a much higher rate and make that sale (we know you do):

Be Consistent

Ensure that the product image on your ad is the same as the one on your landing page. When conveying a message to your potential clients, consistency is key. Otherwise, you may confuse them, or worse, come across as untrustworthy. This, obviously, reduces your chances of making that sale.

Light ’em Up

You should know about all this from all your selfie taking. The right lighting can mean all the difference between a shot with model-worthy bone structure, or looking like you have a double chin. Same goes for your product. The amount of light that you expose your image to will determine whether you will end up with fantastic results that can drive up conversion or otherwise. Poor lighting conditions deliver displeasing results. Expose your photos correctly and see the wonders it will do to your sales.

It’s All in the Background

The background you choose will determine how buyers perceive your picture. It is worth bearing in mind that your subject is the product. So you want to opt for a background that has as little distraction as possible. The right background should enhance your product and not overpower or distract buyers from it. Keep your background clean to strengthen the mood of your shot. There is product and software on the market that makes this easy.

Don’t Be an Amateur

One of the most critical components of product presentation is getting sharp, crisp images that portray your product in the right light. When your niece tries to take a picture and it turns out a little blurry its can be cute because she’s three and she tried. But, your online store is not Baby’s First Photography Book. Today’s consumers are media savvy. As a result, they won’t forgive pixelated, grainy, and blurry-looking photos. Buyers want to see pictures so nice they can’t take their eyes off of them. The truth is, you cannot offer low-quality photographs and expect someone to pay top dollar for your product. To most buyers, picture quality is synonymous with product quality. Hence, the picture quality must justify the product’s price.

If you want buyers to go on and purchase your product every time they see it, then you should attach images that make them feel comfortable buying from your store/site. Always ensure that your pictures are large and offered in high resolution to allow you to maximize conversion rates. In this case, beauty is not only skin deep.


Author:  Christine Duff

Christine wants to live in a world filled with cutting edge fashion, beautiful words and and an endless supply of leather jackets and boots. A product development grad of FIDM, she was the Editor-in-Chief of MODE Magazine where she reignited her love of storytelling. She has diverse experience within the industry with trend research, art direction and styling editorial spreads. She gained her most notable experience working in Los Angeles at the satellite operation for GQ and Vogue Thailand. Christine is passionate about social science and the role it plays in the consumer goods industry and apparel in particular.


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