In e-commerce, first impressions are critical, and nothing makes a better one than compelling product imagery. For online shoppers, high-quality visuals aren’t just a luxury — they’re a necessity. Just as professional headshots in New York can make or break a corporate profile, the quality of a product image can determine a sale.
According to a study by MDG, 67% of consumers say that the quality of a product image is “very important” when choosing and purchasing a product. This finding highlights that clear, detailed, and appealing images can significantly enhance customer engagement, build trust, and ultimately, drive sales.
While achieving this might seem simple, it requires following certain content-quality rules and key strategies to reduce churn and increase customer satisfaction. This article will describe top ways to enhance the customer experience using product imagery on an e-commerce site.
What is product imagery?
Product imagery refers to the visual representations of products for sale on an e-commerce site. This can include photos, videos, or 360-degree views that highlight a product’s features, details, and uses.
Just like professional headshots help convey trust and professionalism for individuals, high-quality product imagery builds trust, engages customers, and drives higher conversion rates by accurately portraying the products. Learn more about professional headshots to see how strong visuals make all the difference.
Consumers typically look for three types of product imagery:
- Show me: Clear, detailed views of a product from multiple angles.
- Convince me: Images demonstrating the product in use, highlighting its functionality and benefits, often in the form of product reviews.
- Inspire me: Images that create an emotional connection by showing the product in aspirational or lifestyle contexts. These can be user-generated, influencer content, or brand-created marketing materials.
Why is high-quality product imagery important for your e-commerce website?
Creating high-quality product imagery is important for several reasons.
Showcase products from every angle
High-quality imagery builds consumer trust by showcasing products from every angle. Imagine a fashion shoot in New York City’s SoHo district; multiple images and videos capture every detail of the clothing against the iconic cityscape. This comprehensive visual presentation, showing the product from all sides and in a real-world context, helps reduce customer doubts and enhances the shopping experience.
Influence purchasing decisions
High-quality product images can significantly influence purchase intent by inspiring confidence. Consider Apple’s product pages, where each image is meticulously crafted to highlight every feature. They present their products coherently, creating an immersive experience that compels visitors to consider their brand. Apple’s focus on even the smallest details makes a powerful impression.
Reduce product returns
Clear product imagery can lead to fewer returns. When you provide crisp images from various angles, customers are less likely to be surprised or disappointed upon delivery. For example, Lululemon uses high-resolution images and videos to showcase its activewear from multiple angles and in various colors.
This approach has contributed to a low return rate of roughly 10%, compared to competitors’ rates of 40% to 50%. Accurate representation ensures customer satisfaction and minimizes returns.
Meet and exceed customer expectations
Today’s customers expect high-quality visuals. An Etsy survey revealed that 90% of online buyers considered the quality of product photos “extremely important” when making purchasing decisions. Meeting this expectation maintains credibility and encourages repeat business.
Lululemon takes this a step further with its “Outfit Inspiration” feature, which lets shoppers see high-quality views of complete outfits. Of course, product images alone are not enough; you must also use color and design elements to maximize e-commerce sales.