One of the biggest differences between an Ecommerce website and a physical store is the inability to physically touch the product. When making a purchase in a physical store, you would typically pick up the item, examine it from every angle, and even try it on if it’s clothing, before making a decision to buy. Users considering a purchase on an Ecommerce website would also ideally like to examine the product in a similar way. This is why product images have such a significant impact on an Ecommerce website’s conversion rate (CVR).
So, what makes a product image effective in increasing CVR? In this article, we will introduce the elements of product images that can boost an Ecommerce website’s sales, along with some Shopify-specific methods.
We will also introduce some Shopify apps to improve your product images and pages, specifically for those who operate and manage an online store on Shopify.
This article is recommended for:
1. Those who want to know how to increase the CVR of their Ecommerce website.
2. Those who are struggling to decide on what kind of product images are best.
3. Those who want to reduce their page abandonment rate.
Improving CVR with creative product images
Shoot from multiple angles and distances
As mentioned earlier, it is ideal to make the Ecommerce website shopping experience as similar to the physical store experience as possible. Therefore, to give users a similar experience to what they would have in a physical store, use images that show the product from various angles. If only one image taken from the front is available, consumers may hesitate to add it to their cart because they are unsure of what they are getting.
Also, taking pictures from a distance that highlights the product’s strengths (differentiation factors) is effective. For example, if a brand is strong, it is a good idea to include a photo that emphasizes the brand logo.
Taking this a step further, using 3D models or videos is also a possibility. In Shopify stores, you can post both 3D models and videos as product images. For more information, please see Shopify’s official blog post below:
Reference article: 3 Ways Shopify Partners Can Leverage Video and 3D to Help Merchants Boost Conversion
Points to consider in this chapter:
1. Include images taken from various angles.
2. Include images taken from a distance that emphasizes the product’s strengths (differentiation factors).
3. Use 3D models or videos.
Include images that suggest product use
When customers try on clothes or pick up bags or accessories in a physical store, their goal is to imagine themselves using the product and to consider whether it is the product they are looking for. Therefore, in addition to images of the product itself, include images that allow users to imagine how they would use the product.
For clothing items, images of models wearing the clothes are a good example. In this case, it is good to post images of models wearing clothes that match their height and size, so that users can choose the size of the item that suits their body type. Additionally, while many apparel Ecommerce websites only have one model wearing one size for each item, posting photos of models with different body types and facial features wearing multiple sizes may help customers imagine the product’s usage scene more widely.
There is room for ingenuity in the shooting location as well. For example, for clothing, it may be effective to take photos in a location that matches the intended usage scene, such as in a room, on the street, or while playing sports.
Products such as camping gear, which have been popular recently, are attractive when images of them being used in a vibrant setting, such as a campsite, are included.
Taking this a step further, using actual user photos is also a possibility. If you have photos of users who have purchased and used your products, it may be easier for consumers to feel the product more realistically.
Although this is slightly off-topic, encouraging user posts (with hashtags) on social media platforms like Instagram can be an effective marketing strategy, as it can help spread images of the product in use beyond your Ecommerce website.
Points to consider in this chapter:
1. Include images that allow users to imagine how they would use the product: for clothing items, include images of models wearing the clothes, and post their height and size.
2. Include images taken in locations that match the intended usage scene.
3. Consider using actual user photos.
Enable zooming in on product images
This depends on the product, but for products that consumers expect to have a certain texture or quality, it’s a good idea to enable zooming in on the image. As mentioned in the “Shoot from multiple angles and distances” section above, images that highlight the areas you want to emphasize are effective, but customers can only see a part of the product in those images. Allowing customers to zoom in on the product image and view the details they are interested in will enhance their purchasing experience.
In Shopify, you can implement a zoom function for product images using a Shopify app. Specific app names will be introduced in the latter half of this article.
Points to consider in this chapter:
1. Enable zooming in on product images: effective for products that consumers expect to have a certain texture or quality.
2. Possible to implement using a Shopify app.
Include appealing points in the image
This also depends on the product, but one way is to directly add appealing points (differentiation factors) to the image. For example, if the product’s strength lies in having some kind of certification, you can add the certification mark or a ★ mark to the product image (with permission if necessary). Also, if you want to emphasize “free shipping,” it’s a good idea to include that in the image.
This does not apply to all products, so determine the strengths of your own products before executing this.
Points to consider in this chapter:
1. Directly add appealing points (differentiation factors) to the image: certification marks or free shipping, for example.
2. Not applicable to all products, so be careful.
Use high-quality images
The way a product looks varies greatly depending on the image quality, even if it’s the same product. Therefore, pay attention to this point, as better image quality makes the product’s appeal stand out.
However, high-quality images generally have larger file sizes. Posting too many such images can slow down page loading speed on the Ecommerce website, resulting in poor UX and even a disadvantage in SEO. Therefore, pay attention to the format in which product images are posted.
The article below summarizes image formats that can be used in online stores built on Shopify. Please also refer to this article:
Points to consider in this chapter:
1. Use high-quality images.
2. Be careful about the format so that the file size does not become too large.
Optimize the number of product images
This is not about the product images themselves, but about the structure of the product page. For example, Shopify allows you to register up to 250 images for each product. However, it is not a good idea to increase the number of images unnecessarily if you cannot convey the product’s appeal. Determine the number of images that allow users to fully examine the product while also not having too many (that could cause the customer to leave).
One way to determine this is to use heat map tools such as Microsoft Clarity to check the user’s movements within the page, or to analyze the page abandonment rate from the product page using Google Search Console or Google Analytics. These methods are also introduced in the article below, so those interested should take a look:
For Amazon, six photos and one video are considered good for product images in one product page.
Points to consider in this chapter:
1. Optimize the number of product images: determine the number of images that allow users to fully examine the product while not having too many (that could cause the customer to leave).
2. Six photos and one video are considered good for product images on Amazon.
Upload/Add variant images
This is also about product page configuration. It’s a basic point, but registering color variants, for example, as a variant (option) for one product can increase user convenience (usability) and increase page stay time. The result is an advantage in SEO or an increase in CVR (conversion rate).
When adding variants like this, it is recommended to upload images for each variant as well. This tends to increase usability and decrease the bounce rate from the product page.
Points to consider in this chapter:
1. When registering variations, register variation images as well.
Shopify apps to improve product images and pages
From here, we will introduce Shopify apps that improve product images and pages for those who build and manage an online store on Shopify. Make effective use of the app and improve your store’s CVR (conversion rate)!
Shopify apps to customize product pages
In addition to the product images themselves, how to show images on the entire product page is also an important factor in increasing CVR. The following article introduces Shoipfy apps that help you customize your product page to make it more attractive (e.g. improving how variants are displayed). Since it is difficult to achieve differentiation with standard functions, please take a look.
Shopify app to implement zoom function, 3D and video models for product images
In order to achieve the function described in the “Enable zooming in on product images” chapter using Shopify, it is efficient to use the following app.
GO Product Page Gallery + Zoom
This is an app that we introduced in the previous chapter, but you can implement zoom functionality, 3D models and videos for products as part of your product page customization. It is also reasonably priced at $2.99/month. It’s free for 14 days, so why not try it out?
App name: GO Product Page Gallery + Zoom
Price: $2.99/month
Free trial period: 14 days
App store URL: https://apps.shopify.com/galaxio
Cool Full Page Zoom
This is an app that specializes in zoom functionality. It is priced the same as the previous app at $2.99/month, and has a free trial period of 30 days. It seems like a good idea to try both apps, check the ease of configuration and the user experience, and then use the one you prefer in earnest.
App name: Cool Full Page Zoom
Price: $2.99/month
Free trial period: 30 days
App store URL: https://apps.shopify.com/full-page-zoom
Shopify app to optimize product image registration
Product Imager
We have been explaining the importance of uploading high-quality product images in the appropriate quantity, but the more images there are, the longer it takes to upload the images, and the less time you have to spend on marketing and improving your Ecommerce website.
An app that solves this problem is “Product Imager”, built and operated by Marketdive. With this app, product image upload (linking to the product pages) is automatically completed simply by uploading a CSV file. Variant images can also be added at the same time, so if you are having trouble with the time it takes to upload images, please use it.
App name: Product Imager
Price: Trial: Free, Standard: $15/month
App store URL: https://apps.shopify.com/productimager
Conclusion
What did you think?
In this article, we introduced methods for increasing an Ecommerce website’s CVR (conversion rate) by improving product images and the product page, as well as Shopify-specific methods to achieve and streamline this. If you have any questions about the details of this article, please feel free to contact us via the contact page at the end of the article.
At Marketdive, we also provide consulting services for e-commerce businesses. If you are interested, please contact us as well!
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