5 ways Product Presentation Can Increase Conversion and Boost Performance.

It’s not just the style of your photography but also how the products are presented on your site that can impact customer interaction. Ease your customers buying decision and make your product pages work harder by implementing these 5 changes:

Jump straight to:
  1. Thumbnail Position on Desktop
  2. Thumbnail Alternative On Mobile
  3. The Problem With Quick Views
  4. Alternative Views & Video
  5. Informative Storytelling

1. Thumbnail Position on Desktop

The placement of the alternate images can influence the click rate of the thumbnails. Images placed to the left of the main image have an average click rate of 39.5%, while thumbnails positioned below the main image get just under 8% click rate1.

Ensure product thumbnails are to the left of the main image to help satisfy buying motivations. The product thumbnails and main image should be above the first fold as a study by Commerce Cloud have shown that 45% to 65% of shoppers do not scroll below the first screen.

Images placed to the left of the main image have an average click rate of 39.5%, while thumbnails positioned below the main image get just under 8% click rate.

Salesforce study
Adidas keep key content above the fold and support customer interaction with left and right arrows.
Burton has a variety of interesting crops in large thumbnails, making the product more attractive to customers.

2. Thumbnail Alternative On Mobile

A study by Salesforce showed the use of left and right arrows to indicate additional alternate images had an interaction rate of 22.5%. The use of dots underneath the main image to indicate swiping generate the least degree of interaction, at only 5.7%1.

Replace thumbs with left and right indicators to declutter layout and decrease the cognitive load and, like on desktop devices, bring key product info above the fold to ease buyers decision.

Using left and right arrows to indicate swiping had an interaction rate of 22.5%, in comparison, dots below the main image had only 5.7%

salesforce study
John Lewis use arrows on the left and right side indicating additional alternate images.
Under Armour manage to fit the key product information above the first fold without being too overcrowded or distracting.

3. The Problem With Quick Views

During a test by Baynard Institute, Quick View pop up windows were mistaken for the product page. Therefore customers may discard suitable products because they cannot find the relevant key information only found on the product page2. Additionally, relegating vital product information to a Quick View is problematic because it doesn’t allow the user to compare the products in the list by glancing over them.

A/B testing is recommended to determine whether a Quick View is necessary. Or remove the Quick View entirely and have an alternative product view on image hover for desktop users.

Some users will end up misinterpreting the Quick View for the site’s product pages.

Baynard Institute Study
Instead of a Quick View on the product listing page, H&M has an alternative image on mouse hover.

4. Alternative Views & Video

Dynamic experiences with multiple alternative views and products in action are proven to drive higher engagement with customers, thus increasing conversion. Website visitors are 64-85% more likely to buy a product on an online retail site after watching a video3,4.

Show products on models and in use to make it easier for customers to see the product’s benefits and imagine it in their own life.

Website visitors are 64-85% more likely to buy a product on an online retail site after watching a video

Shopify Study
With very little effort, Nike customers can see a product from various angles, close up and in action, allowing engagement with audiences that may dismiss information found in long product descriptions.
Apparel brand Everlane has video content as one of the alternative images in the main product area.

5. Informative Storytelling

Storytelling throughout the customer journey can contribute to 95% of our purchase decision making5. Additionally, transparency around sustainability plays a big part in customer conversion, a 2014 study by Neilsen showed that consumers are willing to pay more for products by companies that show the responsibility for their environmental impact6.

Include content about the product designers and makers, and sustainability impact within the product pages. Implement informative content on product pages to persuade customers to convert.

Storytelling throughout the customer journey can contribute to 95% of our purchase decision making

Origin Study
Premium sneaker brand Greats show the product makers story on the product page.
Harry’s storytelling is a major part of the company’s identity. There is an emotional approach to product presentation and the transparency of their social responsibility.

Summary

Increase click rate on desktop devices by moving alternative thumbnail images to the left of the main image and above the fold.

On mobile devices, replace thumbnail images with left and right arrows to declutter layout and decrease the cognitive load.

Remove the Quick View if you have one, and have an alternative product view on image hover for desktop users.

Show products in use to make it easier for customers to see the product’s benefits and imagine it in their own life.

Implement informative content on product pages to persuade customers to convert.


Sources

  1. https://www.salesforce.com/blog/2017/12/5-ux-best-practices-expert-whos-done-thousands-retail-site-audits.html
  2. https://baymard.com/blog/ecommerce-quick-views
  3. https://www.shopify.ca/blog/product-video
  4. https://salience.co.uk/insight/magazine/conversion-seo-product-images/
  5. https://econsultancy.com/storytelling-might-boost-your-product-page-conversion-rates-stats/
  6. https://www.nielsen.com/us/en/press-releases/2014/global-consumers-are-willing-to-put-their-money-where-their-heart-is

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