Have you heard of visual commerce?
Don’t fret, if you haven’t. It is nothing but the use of visual content to boost ecommerce sales.
Sounds simple, right?
Well, it is simple, but only for those who know how to best leverage it to their advantage. Visual commerce is so much more than simply adding good product pictures to your website.
Visual commerce is one of the most potent eCommerce marketing strategies. There are many tips and tricks that you need to know to best utilize visual commerce for your business.
Ready to find out what they are?
Here are six of the most effective ways to use visual commerce to boost your ecommerce sales. Let’s get started.
1. Use High-Quality Product Pictures
The main use of visuals in boosting ecommerce sales is to show a prospective buyer what the product looks like. People spend more time looking at product pictures than reading the product description when making a purchase decision.
Writing good product descriptions is important, but adding the right product visuals is much more important when it comes to eCommerce sales.
Product pictures are one of the first things that a prospective buyer notices on an ecommerce product page. Therefore, you need to make sure that you make a good first impression and make the prospect interested in buying the product just by looking at the pictures.
For that, your product images should be clear and of extremely high quality. Avoid blurry images or angles that do not show the product in the best light. Make sure that you take multiple pictures from different angles and show different parts of the product.
Use a solid background, preferably a light color, to emphasize your product and make it stand out against the background. The background image should not distract the viewer from the product but should bring focus to it.
If you do not have in-house capabilities to take such high-quality product pictures, then you should invest in professional photography. Hire a professional photographer to take high-quality images and videos of your products and use them on your product pages to boost ecommerce sales.
If you can’t invest in professional photography, then you can consider learning graphic designing and photography on your own or training your employees. But do not compromise on picture quality when it comes to eCommerce product listings.
2. Show Products in Use
Apart from seeing what a product looks like, people also like seeing products in use before they buy them. Sometimes, simply looking at a product might not be enough to show exactly how to use it and why it is beneficial for a prospective customer.
That is why it is important to show your products being used on your product pages. You can hire models to try the product and take pictures of your products in use.
For more complicated products, you can even get someone to make a tutorial video showing the various features of your product. You can hire an influencer to do that or someone from your company. Either way, the purpose of such videos is to explain exactly what the product does and how.
The goal is to answer any questions that a prospective customer may have regarding the product, thus, making the purchase decision easier.
3. Provide a 360-Degree View
A lot of eCommerce retailers add a short 360-degree view GIF or video to their product pages to show a product as it looks in real life. No matter how clear your 2D images are, for some products, it’s simply not enough.
Sometimes, you need to show a 360-degree view to show the actual shape, size, and dimensions of a product. This makes sure that a person knows exactly what they’re paying for, instead of getting surprised later.
This is especially true for products where size or dimensions are of importance. For example, check out this product listing for a trolley bag where the retailer has added a 360-degree video to show the product from all angles.
Not just that, they also provided a size reference by comparing the product with a human’s height to give an idea about how short or tall it is.
This ensures that there is absolute clarity on what the product looks like and how big it is. This helps prevent any dissatisfaction on the customers’ side post-purchase. Moreover, knowing this information helps with the purchase decision and boosts eCommerce sales.
You can use one of the numerous free or paid tools for making videos for your product listings. Many of these tools will also allow you to add text and other information to further enrich your videos.
4. Leverage User-Generated Content
One of the important factors that affect a consumer’s purchase decision is social proof. If you see someone else using a product, you may be more inclined to buy it. This effect becomes even more profound if the other person is someone who you look up to or admire.
That is why influencer marketing works so well in providing social proof.
But, how can you utilize this to boost your ecommerce sales?
There are several ways in which you can use visual commerce to provide social proof and boost ecommerce sales.
First, you can use pictures or videos that your customers share of themselves using your products. You can repost such UGC on social media or even incorporate it into your ecommerce product pages, (with your customers’ permission, of course).
This not only adds credibility and provides social proof, but also shows your products being used by real people. This, in turn, helps prospective customers visualize themselves using a product and increases their likelihood of buying it.
Another way in which you can use this is by collaborating with influencers and asking them to share pictures using your products. They can share it on their social media profiles to get you more leads. You can also use this content on your website or social media profiles to provide social proof to your prospective customers.
Overall, user-generated content is beneficial on many fronts and can be easily incorporated into your visual commerce strategy to boost sales.
5. Integrate Ease of Shopping
Now, coming to the social media side of visual commerce, let’s talk about how visuals can also be used to increase the ease of shopping.
As you may be aware, many social media platforms are now launching ecommerce-friendly features like shoppable posts and stories. What it means is that you can add a tag or link to your product page on a social media image or visual. This allows your social media viewers to click on your social media image and directly reach the product page.
You can post interesting product pictures on social media and drive traffic directly to your ecommerce website and convert those leads into sales.
Here’s an example of a shoppable post on Instagram where the brand has posted product pictures along with a link to their website.
Another useful takeaway from this example is that they have also mentioned the price of the products. Mentioning the price makes sure that only those who are genuinely interested in the product will click on it and the rest will be filtered.
There are many features that make it easier for consumers to shop and that vary from one platform to another. Do your research and find the best ways to integrate the ease of shopping into your social media content.
6. Use Infographics or Informative Visuals
When using visual commerce to boost ecommerce sales, it is important for you to think like a customer. What information would you want about a product before you decide to buy it?
Answer that question and then see if your product visuals are providing all of that information. You may argue that product descriptions have all the necessary information and visuals are only to show how the product looks.
But, as mentioned before, many people rely solely on product pictures to determine whether or not they would like to buy it. And, if they like the product by looking at the visuals, then they may dig deeper into the product descriptions and other details.
So, try to incorporate as much information into your product visuals as possible to make the purchase decision easier for your customers.
But, how can you do that?
Well, you can use images with added information about the product. This information could be about the product’s physical attributes, as shown in an example above.
It could also be about the various features of a product and how it can benefit you. It could even be about the various ways in which you can use a product.
Take this image of a laptop, for example, where the different parts of the laptop are shown. This is a good example of using product images and then enriching it with informative text to provide more value for the viewer.
Ready to Boost Your Ecommerce Sales?
Visual commerce is a powerful tool for marketers as it requires minimal investment and delivers extraordinary results. If executed right, visual commerce techniques can provide a significant boost to your ecommerce sales by making the customers’ buying decisions easier. And, it is also good for the SEO for your ecommerce website.
The six tips mentioned above are extremely useful and can help you achieve that. Use them to your advantage and see the results in terms of your sales growth.
What are you waiting for?
Start applying these techniques and grow your ecommerce business multifold. Don’t forget to share your experiences or questions in the comments section.