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.
Being Social
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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.
