The 5 laws of visual attraction in e-commerce
To build trust with visitors to your online store, it’s crucial to start by following the laws of visual attraction. These include online reviews, product options, promotional campaigns… and especially your visual identity. Here are the 5 laws of visual attractiveness for your e-commerce site.
Standardize your communications
When you’re browsing an online store, you really don’t want to see things like: a set of watches whose identical bands show up as different tones; a grey background with an accidental color gradient; or a photo with blurry areas. Even if you have great prices and a large selection of products, problems like these will make you miss out on a significant number of sales. Standardized, quality images lend credibility to your e-commerce site. Product pages with high quality photographs or 360° animations against a pure, neutral background lend flair to your website and give you a clear visual identity. Visitors will be able to focus what counts — the information communicated by the images: materials, tones, colors, manufacturing details, features…
Blur effects can be employed to enhance certain images
Spice up your e-commerce display
Beyond basic visual information, interactive features help you stand out, reinforcing your website identity and allowing your future buyers to gain a sense of ownership over the products they like. There are several options here. One of the simplest is 360° or 3D animation with zoom. It gives visitors a detailed panorama and lets them rotate products at will while zooming in on key elements. Offering interactive features encourages customers to spend longer on your website and better evaluate products. More importantly, it convinces them to place those products in the shopping basket. 360° or 3D animations with zoom are the features most often requested by internet users, as shown by an October 2013 study by PackshotCreator.
Boost your website ranking
A task you shouldn’t neglect: naming each of your product image files. Doing this systematically before you put images online helps to improve your e-commerce ranking on various search engines. In fact, it’s a key aspect of search engine rankings, especially for Google Image Search! There are two essential steps: naming the source file, and the ALT text (or ALT attribute). It’s best to keep the description simple (up to five keywords) and ensure that it matches the image. Do this for every image, even when you’re showing several images of the same item. And don’t forget to share your images on social media.
Naming each one of your image files improves your website’s rankings in search results on Google and other search engines.
Cut down on returns
Great images can help you deal with another e-commerce challenge: how to cut down on returns. Poor lighting, for instance, can quickly have an effect on your bottom line, particularly when you’re selling clothes. An imbalance or irregularity in lighting can lead to a small difference in tone (color saturation) which means that the color of the item will be reproduced incorrectly. This can also lead to time-consuming, costly post-production work to correct colors. When, instead, your results faithfully reproduce the real thing without leaving out any detail, you also cut down on the amount of work that your customer service department has to do, since they will be fielding fewer questions about your products.
Be responsive and up-to-date
Seeking novelty, optimization, marketing initiatives… online entrepreneurs have to face numerous challenges. For many, one of the biggest challenges is how to create a visual identity. These days, being responsive means being able to put a product online as soon as it’s in stock, or setting up a photo shoot as quickly as possible to present promotions or gift boxes that may include several items — like cosmetics — that are already online.
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