The 5 laws of e-commerce visual attractiveness

The 5 laws of e-commerce visual attractiveness

To build trust with e-commerce visual attractiveness, 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 communication

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 product 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…

Spice up your e-commerce visual attractiveness

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 with e-commerce visual attractiveness

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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Become the photographer of your products

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How to reduce abandonned shopping carts ?

4 fundamentals for reducing abandoned shopping carts

Let’s take a look in this article at how to animate an e-commerce site in order to drastically reduce abandoned shopping carts.


The ultimate objective is to optimize the conversion rate

photo-packshot-reducing-abandoned-shopping-carts.jpg
An abandoned shopping cartshopping cart is an abandoned client transaction during the final conversion phase.

1- The product catalogue 

The first step is the creation of your catalogue. It is composed of the whole of your offer in the form of product factsheets.
Each product factsheet provides the following information:

The photo catalogue allow you to differentiate yourself from the competition: according to Social Media Examiner, a product catalogue decorated with quality photos has a 35% more chance to keep the attention of web users.
Example of 3D modelling of a Japanese tea box:
Sketchfab hosting

2- User Reviews

Reviews, notations, commentaries, and “likes” have become common practices, even indispensable for e-commerce.
For the consumer, they are even more valuable than the references cited by the supplier.  They provide credibility and transparency, and play an important role in the evaluations before purchase.
60% of users report reading at least 4 commentaries before feeling confident enough to make a purchase.
This type of content is a lever of influence increasingly more important for the act of purchasing.

3- Promotional activities

Promo codes are used more and more, and are much appreciated by web surfers.
Certainly, they come at a price.  But they allow you to improve the conversion rate by creating a sense of urgency and exclusivity for the client.
Statistics show that more than 55% of web users are sensitive to promotional codes or promotional activities.
Price and product visuals are thus intimately related for more impact.  What’s more, the discount codes contribute to improved customer satisfaction.

4- The order, and in particular the payment step

Abandoned shopping carts are a complex subject to address because they can be explained by different factors: difficulty navigating the website, discovery of additional costs during payment, ordering process too long and/or too complicated, etc.

To reduce these risks, a few simple actions can help the client to complete his/her purchase:

Clear indications covering the whole purchasing process are essential for reassuring the client.  Unpleasant surprises at the end of the process are often fatal.

In sum, to reduce abandoned shopping carts, remember these 4 fundamentals:

  1. A product catalogue with quality product photographs and precise information
  2. A minimum of 4 user reviews in order to reassure the buyer
  3. Promotional activities which associate price and visuals for more impact
  4. An ordering process which is clear and without surprises

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