When size really does matter...

Marketers need more trust-building elements on their websites to help customers make that all important decision to purchase. One particular method is to pay attention to product images and enable the consumer to scrutinize the color, size and shape as though they were in a bricks and mortar store.

by Helen Leggatt

Early days of online retail were hampered by poor product imagery and the inability for consumers to get a good idea of the size, shape and color of a product. Nowadays there’s no excuse for poor imagery with tools such as zoom, rotate and even video and the increase in broadband penetration and online payment options means more and more consumers are willing to shop online.

But just as a sloppy shop window will attract fewer eyeballs, so will sloppy product images on websites. Images are very important to consumers whether they’re buying a hockey stick or a house.

A case in point is eBay where, according to Jim Miotke, president of BetterPhoto.com, 83% of eBay shoppers ignore listings without images. Those items featured in galleries get 15% more activity and those with super-size photos show a 24% spike in sales, found the research.

So what can marketers do to maximize the impact product images have on consumers?

- Keep product sizes relative and consistent.

- Include ways in which the consumer can “handle” the goods as if they were in a store by allowing them the ability to zoom in to view details in close-up, i.e. clasp on a brooch or button on blouse and to be able to view the product from different angles.

- If possible, use “actual size” images or links.

- Where “actual size’ images aren’t feasible – clothing, large electronic items – include an image where the product is in context. Flowers, for instance, could be photographed in the arms of a recipient, allowing a consumer to judge the value and content for themselves and clothes are always better judged on models.

- If a product comes in a variety of colors consumers will want to know what the product looks like in their color choice. Enable them to view images of all color combinations or, at the very least, a color chart.

- Have you tried video? How about showing your products in use? Consumers are desperate for as much of the bricks and mortar experience as possible.

By paying attention to the details mentioned above and giving consumers the best visual experience of a product that they can, marketers can decrease returns while increasing retention and sales conversions.