To stay one step ahead of your competitors, you need to embrace the visual experience of users and provide them with new experiences on the way to purchasing your product. A large-scale study of the previous year showed that about 69% of buyers are ready to leave the site if they cannot find the desired product or if they are not satisfied with what they see. How to get around this problem and find the key to successful and marketable branding?
It’s all about visual perception, and I’m going to share with you 5 key tips to make product visualization work for you.
- 93% of consumers make a purchasing decision based on the visual perception of a product;
- 73% are not ready to buy a product if they do not see its visualization;
- 21% of search queries are about the image itself, not its text equivalent.
It doesn’t matter whether your product is aimed at a brand or a broad range of consumers. You can apply strict rules to the selection of visuals, like Amazon, hire highly professional photographers, such as Airbnb, and use manual or automated means to improve user-generated content. Approaches differ, but the understanding of how important visuals are unites all the top platforms. Great imagery creates a great user experience, builds trust and facilitates transactions.
Use visual cues on your platform
Clear and suggestive methods will help you in this, which will make the process of buying a product simple and intuitive. These can be bright arrows leading to the desired section or time lapses from consecutive photos. Use images of people to describe emotions and adjust the right message — such visualization will keep the user on the page.
According to researchers, visual aid increases product views by 48%, return visits by 75%, and average purchase prices by 11%.
Use the background colour game to enhance the product
Try changing the product background to white if you need to draw attention to a product discount or special offer. Or use a coloured background if you need to reinforce the product’s characteristics — functionality or way of interaction.
Provide the user with a full experience of the product
According to a survey by Square and Bigcommerce, 78% of customers want more product photos when they shop online. You can provide the user with several options — a large photo, a package of product images from different angles, a product slideshow, and the ability to super zoom the image thanks to high-quality pixelation.
The quality of the image is directly related to how often your product will be viewed and indirectly affects the decision to buy it. This gives more credibility to enhanced live user photos than high-quality stock images. With the help of image enhancement resources, you can not choose between these options, but test all formats according to the users’ needs and your capabilities.
Experiment with the visual characteristics of the product
As indicated in the company’s extensive report, improving different image attributes — such as brightness, saturation, and clarity — increases Airbnb listing’s revenue by $67 to $257 per attribute. For example, listings with brighter photos generate an extra $104 each month. Visual balance colour is associated with the highest increased average dollar value at $257.
You can experiment according to your business needs, for example, increasing the discredit of the image by adjusting the resolution to desired settings. Or add character and vibrancy to images with the colour and lighting correction features. Together with adjusting the proportions, removing photos, and restoring the quality of even the most unsuccessful photos, you will be able to present any image at a favourable angle.
Use visual search as one of the deliverables
The user cannot always be precise in their own search queries and, in 69% of cases, prefer visual search to text. Why so? 70% of online stores require you to type a search query in a specific format, 84% of them do not process “subjective” search queries, for example, “cheap” or “quality”, and 60% of online stores do not support thematic requests, such as ‘dinner table’ or ‘autumn jacket’.
At the same time, visual search is more user-friendly. Most importantly, it’s much faster than the text search. An image speaks for itself, which means the path from search to purchase gets shorter. Also, visual search analytics becomes a great marketing tool helping to figure out what your customers need, what is trending now, what is a good bet, and what tastes your target audience has.
But to reiterate the previous сue, image quality and size still play a crucial role.
The growth strategy of your brand is all about honing your marketing playbook and focusing on specific visual instruments. But after reaching the critical level of market penetration, the visual level of your platform will make your business more defensible from competitors and more prepared for exponential growth.
You’ll be able to expand beyond your initial niche and use a wider arsenal of marketing channels without overextending your resources.
The future needs of visual marketing will expand and require new approaches and quick responses — especially with the development of web3 and the meta-universe. However, the forms of influence on customers in all areas of business will still require a planned and qualitative approach, taking into account the mentioned points and will allow to be independent of trends or even to form new ones.
This article was first published here. Main Photo by Artem Beliaikin on Unsplash
Author: Sofiia Shvets
Co-founder & CEO of AI photo editing company Let’s Enhance and an end-to-end automated image processing platform Claid