How product photography can help e-commerce performance

What is product photography?  

Commercial photography is widely used in marketing to promote a product or service. The term can refer to lifestyle photography, fashion photography, and product photography. Product photography involves taking images of products for commercial use and is mainly used on eCommerce websites, and in brochures and magazines.

Why is product photography important for your website? 

Besides looking great, professional product photography serves a functional purpose on websites – especially eCommerce sites. When shopping online, images of products are the closest you can get to an in-store experience. Zooming in and looking at different angles is the digital equivalent of holding it in your hands or trying it on. In this article, our photography experts outline some of the ways that using high-quality photos can elevate your site and generate more sales.

1. Quality photos can make or break the success of your eCommerce website 

First impressions are everything, and a decision is made about whether your site is trustworthy in a matter of seconds. Potential customers will be extremely reluctant to part with hard-earned cash if they’re greeted with amateur, low-quality images that are grainy and poorly lit. 

67% of consumers say that the quality of a product image is “very important” in the process of selecting and purchasing a product. Online retailers need to work hard to convince customers that their business is reputable and is one that can be trusted. If your website images are spot-on, your brand is more likely to be perceived as reliable and trustworthy. 

2. Great images enrich your brand and add value to your content

Images and copy work hand-in-hand to provide a comprehensive product overview to engage your audience effectively. When reading a product description, people typically remember only 10% of the information, but adding a photo can improve recollection by over 65%. Having solid and on-brand imagery can mean your eCommerce site sticks in the mind of your potential customer. 

If you are competing with another business that sells the same products or services, providing a higher quality of information through images can make your version of the product more appealing, which boosts purchases and increases brand patronage. If you want your brand to be chosen over competitors, you must invest in high-quality, professional images for your eCommerce website. 

3. Effective product photography sets the right expectations

If you look at consumer reviews online, a common complaint against retailers is that the product received did not match the advertised product. A not insignificant 22% of products sold online are returned because ‘item looks different from the photos', resulting in a considerable portion of lost income for businesses, as well as the added expense of handling returns. 

Getting professional photography taken before launching your eCommerce website or launching a new product line can go a long way towards mitigating this expensive risk. It’s understood that there is a lot of variation in how different devices portray colour, but trained professionals will know what is optimal for the highest number of screens.

4. High-quality professional photos maximise return on investment

Social media is used by almost everyone in some form or another. Now more than ever, users post photos to their social accounts, asking friends and family for recommendations before making purchases. These users are also regularly posting to share their buying experiences – both good and bad. 

Poor quality, unprofessional images are unlikely to get shared favourably on social media. To maximise the chance of reaching new customers through social shares, ensure that your pictures look professional and represent your brand in the best way. Professional eCommerce photography will add value and reach, which will also increase visibility and potential sales.