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:
- Thumbnail Position on Desktop
- Thumbnail Alternative On Mobile
- The Problem With Quick Views
- Alternative Views & Video
- 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.
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.
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.
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.
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.
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.