The human brain is vision-centered. The average human can process visuals 60,000 times faster than text, and 83% of the information our brains process comes in through our sense of sight. Because images are processed more quickly, they are a great way to convey a variety of information in a short amount of time and can be a great way to appeal to modern consumers.
Marketers must bear in mind that the average modern shopper is easily distracted. Current research suggests that the human attention span, on average, is about eight seconds, and a person will often make a purchasing decision within 90 seconds of interacting with a product.
The appeal of visuals coupled with the growing reliance on e-commerce marketing and limited consumer engagement time span has given rise to visual commerce, which focuses on visuals such as images, diagrams, photos, and videos. While some of the visuals in this field can and should be professionally generated, there are advantages in employing user-generated content marketing items. Here are five ways that marketers can use visual commerce to improve website conversions.
While every product should have at least one image where it is featured solo, it is also beneficial to feature images that couple several products in a relatable setting. This allows your products to become associated with the story of the image, allows the consumer to see several objects in an active setting, and helps inspire consumers to further engage with your products.
For instance, an apparel seller can create a photo frame-like view by grouping clothing, shoes and accessories into an outfit. This presents consumers with how your products would look paired together on a person. If the customer likes the entire outfit, they may now opt to purchase the items that compose the outfit as opposed to just the one item that they were originally planning to purchase. Try to keep your settings relevant to your consumer base, though you can certainly allow a few variations. For example, if you are marketing school supplies, a lot of your images will be in the classroom or behind a desk. However, you can also get creative and show your supplies used for studious purposes at a beach, or even somewhere unforgettable like space. Likewise, adding an element of surprise with an item that is deliberately out of place is a good way to draw attention to the image.
Incorporating images into your drop-down search menus can give consumers the option of simply looking for the image that they want instead of having to read every bit of text. While the text is still important in your dropdown, consumers will be presently surprised if the text is coupled with dynamic visual stimuli.
You can also incorporate images as part of your search option. A good search function becomes more refined and allows the user to enter several keywords in order to find his or her product. Some search options like the one run by Google offer suggestions. If you have a suggestions menu on your search, adding even small images to the suggestions can help intrigue consumers.
Large images, especially large, eye-catching images, are the cornerstone of digital advertising. The average shopper is scanning through images rather than text. When people see a larger image, they are more likely to pay attention to that image. Fortunately, website formatting allows you to go big without compromising your site’s quality.
Despite all of its convenience, the online shopping experience has deprived customers of the ability to touch your products. When seeing an image of a commercial good, it can be challenging to gauge its full quality. This is where 360-degree views can help consumers feel like they are getting more information before they make their purchase. While having photos from multiple angles is helpful, utilizing a graphic with zoom and rotational capabilities is more likely to intrigue your customers.
Having a better view of the item will incentivize customers to buy and grow your revenue. For instance, Golfsmith.com experimented with 360-degree rotating images and saw at least a 10% increase in conversion rates compared to regular product photos.
One of the most powerful ways of using visual content on your website is to make your images shoppable. This means linking product description pages to your images. For instance, if a customer likes a dress from a regular photo, they will have to search your line of dresses and hope to find a similar visual. However, if you have made this dress shoppable, the customer only needs to hover over or click on the dress in order to access that product. This makes buying easier and helps keep shoppers from losing interest in a product.
The above are just some of the ways to utilize visuals in order to increase consumer interest and ultimately conversions on your website.