How to Use Visuals to Sell More On Your Online Store
November 2nd, 2017
Did you know that e-commerce sales this year were increased twice as compared to last year?
With more and more businesses turning online, the competition is greater than ever.
In this competition, e-commerce store owners need to do all that they can to make their offering stand out.
We have always laid emphasis on the fact that content comes first. But when it comes to drawing attention to your online store and making your products look the best they can, you need to ensure that your visuals are eye-catching and interactive.
As humans, 90% of the information transmitted to our brains is visual. Images are processed 60,000 times faster than text. And so, having an attractive-looking e-commerce store is so important.
1. Visual commerce
Many ecommerce retailers now use visual commerce to their advantage.
By incorporating inspirational visual content into your store design, you can engage with customers on an emotional level and bring your products to life. Not only will this help to draw the eye and attract attention, but it can improve online engagement and encourage sales too.
In the above example, this hero image is actually a looping video of a brightly colored bath bomb melting into water. Featured videos are an effective way to make the most of visual commerce.
Here, Lush is able to give its customers a truly immersive experience, with a rich and detailed perspective of the product they are looking to purchase. Combined with the brand’s quirky tone of voice, this is a really effective way to make their products stand out and capture the attention of their audience.
Visual commerce can be a great way to encourage online engagement, but it’s important to ensure that you don’t get it wrong and risk your audience switching off. For example, a blurry image that fails to show your product in the best light will do nothing to help your conversion rate, and stock images can appear generic and lacklustre.
Including hero images, slides, or videos on your ecommerce homepage isn’t all that difficult to implement.
If you’re using Shopify, all you need to do is go to ‘themes’ followed by ‘customize theme’ and ‘edit HTML/CSS’ to paste in a line of code. If you’re using a different CMS, see this article on how to use video background on your website.
2. Create inspirational content
Visuals should inspire your customers to make a purchase. They should showcase your products in the best possible light and help your customers to visualize themselves using or wearing it.
A great way to create inspirational visual content on your website is to build galleries on every product page. In doing so, you can allow your customer to view the product from all angles and clearly see any special features or textures. By including several images in a gallery, you will give the customer extra confidence in what they’re buying – something that is vital for strong conversion rates.
Another option for creating inspirational content is to produce lookbooks for your products. If you’re a fashion retailer, you can group products together to engage your audience and encourage additional sales.
As the Next example above shows, lookbooks help to showcase how your products can be used in everyday life, such as the occasions for wearing a dress, and what bag will go best with it. By creating this type of visual content, you help to enrich and influence your customer’s buying experience. You are not only creating an emotional connection, but you are helping them to visualize how they would look in that outfit.
3. Product videos
Not only are videos of products pretty to look at and visually engaging for prospective customers, but they can have a practical element too.
By including product videos in your online store, you help your audience to visualize your products in a completely new way. In the absence of being able to physically see and touch the products (as they would in a real store), video offers the next best alternative. You can capture shots of products at several different angles and showcase how they would be used in a quick and easy way.
Watching a short product video is the perfect solution for customers who are short of time and will leave no doubt in their mind as to how the product will benefit their lives. Here’s how to make your own in 30 minutes or less.
4. Call to action buttons and icons
The devil is in the detail with call to action buttons and icons, because you need to be both direct and hard-hitting. Don’t be afraid to encourage your customer to “buy now” – you need to draw a response from them and get them to take action. You need to make that sale!
It’s important to remember that buttons and icons should be colorful and eye-catching. They should stand out against the rest of the webpage so that the customer is in no doubt as to where they should be clicking to make a purchase. Make the customer journey as seamless as possible to avoid missing out on a conversion.
5. Quirky illustrations and humor
Visuals also give you the opportunity to add a touch of personality to your ecommerce store. This is your chance to bring your brand to life.
A great example of an ecommerce brand that uses quirky illustrations and humor to drive sales is Ipso Mofo. As you can see from the example above, it uses bright colors and unique product shots to really showcase the personality of the brand.
By taking an ‘alternative’ approach and focusing on the needs of its audience (who are likely to be passionate about interior design), it’s able to engage and connect with them on a personal level. It shows that Ipso Mofo understands who its customers are – something that’s very important when it comes to making sales.
Are you an ecommerce store owner? What tip did you find most useful, and what advice would you give other business owners when it comes to using imagery? We’d love to hear about your experience, so leave a comment below to start the conversation.