E-commerce: 6 practices to boost your conversion rate

This exercise is a major one: convince your prospects to buy a product without having taken it in their hands. To meet the conversion challenge, one weapon: your product photos.

The conversion rate: the success rate of your e-commerce

Bringing your products to life on the Internet will create both trust and the desire to buy for your customers. An essential indicator: the conversion rate. It is the unit of measure of this success; it refers to the percentage of visitors who made a purchase compared to the total number of visitors.

Increased traffic is not synonymous with increased conversion rates

Most of the time, we are focused on supplementation of traffic. It is indeed a good start but a 5% increase in the number of visitors will not translate into a 5% growth in your sales. Optimizing the conversion rate is about ensuring that your visitors buy almost every time!

Here are some visual best practices to optimize your conversion rate:

Alternative and detailed angles of view

• Multiply the Shots, suggest as many as you can.
• Vary the angles to provide the details your prospects are looking for.
• Also, vary the shooting distance. Variety helps satisfy curiosity.

Being able to visualize the product from all angles and through different photos is a guarantee of professionalism for your visitors. This will reassure them and gradually encourage them to buy on your site.

High quality images to take care of your image

Quantity yes, but certainly not at the expense of quality. One Blurry image or not representative enough will on the contrary discourage your visitors from trusting you. Usability studies show that images attract the attention of visitors more than any other element on a web page. But on the contrary, they can also be the trigger for a zapping.

So pay attention to photos that are already widely used because they come from free image banks or to outdated photos or photos that are completely unrelated to your theme.

A neat layout

A neat layout helps to highlight your images: a large visual header to welcome your visitors to the product page and thumbnails to be enlarged to complete it.

Write captions under your product images. While some of your visitors may be discouraged by the idea of reading a product description that seems too long, or even useless, they will not miss a small mention under your photos. Also name each file to attract new visitors by improving your seo in search engines.

The projection

To project your prospect into a context of use, you can combine two perspectives: the product perspective and the user approach.

In the first case, you place the product in its context of use; your e-commerce customer must be able to imagine using and appropriating it. It's about using the Augmented reality and Virtual Reality or even 360° animations. This technique can have a strong impact on the conversion rate.

You can choose a background color that will enhance your items. The standard is a white background because in general, it allows better contrast and better enhancement of the products. But you can try other backgrounds for your images, as long as you master the techniques of clipping, etc. In particular, if you have white or very light products, it is better to opt for a black background, for example.

Use zoom to enhance your product photos

Proof of relevance, the power of zoom is still too little used by e-retailers today and still represents a strong competitive advantage to trigger the act of purchase among your customers.

In addition, zoom, such as interactive images or photography 3D, extend the time spent on your site. We already knew that it was a positioning factor. But the filing of a patent by Google last August on a ranking algorithm based on viewing time reinforced the point of view of SEOs. The time spent on your content and therefore on your pages is essential. Because it is relevant for Google to highlight sites with a low bounce rate/long average session length in its search results.

The animation of your e-commerce at 360°

In the same way, the insertion of images with 360° rotations into a product sheet has every chance of attracting the attention of the prospect.

It is a very effective way to increase the conversion rate of products sold on an online store and increase the conversion rate ; this rate can increase by more than 30% compared to those observed on two-dimensional images.