When people shop for stuff offline, there is the element of interaction with the product that influences the buying decision. Consumers see, touch, hold, and feel the product before they decide whether or not they’d like to make the purchase.
This interaction is unavailable in the digital world. The closest an e-commerce store owner can come to this interactivity is through product pictures.
In this visual world, we live in, the attention of shoppers automatically gravitates first towards the pictures of your product. Only if they like what they see that they’d be interested in knowing more about your product, and probably, make the purchase too.
Not just the quality of the product photos, but even the presentation impacts the buying decisions. A/B testing of the pictures is an effective way to understand what does and does not work for your online store.
Here are 5 popular A/B tests for product photographs that you can consider to optimize conversions-
A/B tests for product photographs
Let’s Discuss Each Point in Detail
1. Model vs. Ghost/Invisible Mannequin vs. Flat Lay
If you are selling something like apparel or accessories online, you can present your products in many different ways. Some stores hire models, some use invisible mannequins, and others just lay the products flat for the pictures. Each of these methods has its pros and cons.
For instance, while hiring models can be expensive, the products offer a better editorial and relatable feel when an actual model is wearing them. Similarly, while flat-lay product photography requires a cost-efficient and simple setup, products might look distorted if they are not styled properly.
Consider factors like your product category, the online platform where you are selling your product, and pricing product photography while experimenting with these options.
2. Pictures vs. Videos
The next A/B test you can consider is using product images or videos. As compared to static images, videos tend to drive more engagement. But for smaller online stores with limited hosting resources, video content would mean more storage space that might not be very cost-efficient.
Video shooting will also be an added expense. But for larger e-commerce stores or if you are using online platforms like Amazon, you should definitely consider using product videos for more engagement. A combination of static images with product video works best.
3. Zoom or No Zoom
Next on this list are product pictures with and without zoom. There are several product categories like apparel, jewelry, accessories, etc. where consumers would like to zoom into the images to understand the product better.
But the same is not essential if you are selling something like perfume or daily-use products. But note that if you do want to add the zoom feature, your product pictures should be of very high quality.
4. Using or Not Using Customer-Generated Product Photos
If you aim to increase conversions, one A/B test you can consider is using and not using customer-generated product photos. Platforms like Amazon do allow the customers to upload their product photos. This is known to work as social proof for the product and adds more authenticity.
If you are not allowing user-generated photos currently, note the conversions of your best-selling product before enabling the option. Track the conversions after a month to know whether the user-generated photos work for you.
5. Auxiliaries or No Auxiliaries
Brands like IKEA are known to make excellent use of this strategy. For instance, the product picture of a dining table often features a dining room full of products from IKEA. The goal of this strategy is to advertise other products along with the product you are trying to sell.
While this might not be a great option if you are working on Amazon product photos, if you have your e-commerce store and an extensive range of products, auxiliary products can help you advertise multiple products with a single product photo.
Making the Best Use of Product Photos to Optimize Conversions
Product photos significantly affect the buying decision of the customers. Optimize them in the best way possible for improved customer engagement. Unfortunately, there is no single strategy to make the photos work for every online store.
It is with the help of A/B testing that you can figure out what works for your products and online store. Alternatively, you can consult a reputed product photography service to get high-quality custom photographs that are in line with the global standards and positively impact your e-commerce conversions.