If you have an e-shop or an ecommerce website, then the odds are great that you have some sort of visual for the content you are trying to have visitors purchase. However, just having images of your product is not enough in today’s internet saturated world. There are over one billion websites and counting according to internetlivestats.com. Content, therefore, must be engaging and believable to the viewer. Knowing some of the fundamental dos and don’ts of product representation will help your site see higher traffic and higher yields.
Do have your product completely conceptualized.
When you are selling a product, it is critical that the goods or the services which you are offering are fully conceptualized. Consumers of online products typically do not buy into the “idea” of a product as they do to the actual product. Does this mean that all conceptualizations will fail and that no one will invest? Of course not. Yet, for the most part people purchase solutions to a problem, not a possible solution. According to businessknowhow, “people buy a service because they believe it will solve certain problems and give certain results”. If your product is represented as a conceptualization or not as fully formed, the solution is not definitive and you will see less support and purchases as a result.
Do have believable visualizations of your products or services.
Products, regardless of what product is being sold, does better in 3D then it does in 2D. Why? Because 3D representation of a product gives the viewer something a bit more tangible than a static image. For example: if your business is to fresh produce to the visitor would it be more appropriate to have a drawing of a circle colored orange with two green leaves drawn at the top or 3D models of oranges with texture and depth? The later would do best. If the images are easily identifiable then the viewer will be more apt to purchase the product. We judge first the quality of a product with our eyes.
Don’t be afraid to offer variations.
Variations of your products are in demand. Consumers want to have the ability to see multiple choices and to choose the option which best solves his or her problem. According to comScore.com, “consumers want more choices when it comes to shopping online” and that “As consumers move more of their shopping online and gain exposure to a variety of purchasing experiences, their expectations for retailers continues to grow.”
Adding choices for the consumer does not mean that you need to have tons of products. You can use the products which you already have so long as you present a different solution, style, or way of viewing the product. One great example would be in using character 3D models coded with 360 degree user interaction controls to showcase a shirt, jeans, or other wearable product. Another example would be to have the color, logo placement, lighting fixtures, etc. coded in a 3D render so that a person can see how his or her selection choice will appear. Remember, the more solutions that you present, the more capital you are apt to take in from people purchasing those solutions.
Don’t flood your page with products.
Perhaps the biggest drawback to an online e-shop or an e-commerce site is to find a page which is overly saturated with products or services. The page becomes a jumbled mess and the consumer is quick to jump to another more organized alternative. Keep products on a page to a minimum. Should you have a ton of product, consider breaking up the products into smaller sections, just ensure that the navigation is consistent.
Do remember that buying online is primarily driven by empowerment.
When presenting your product visualizations, remember that you should have something on the site which gives the viewer a reason why your product will empower them. Consumers thrive off of empowerment and information. Again, you are selling a solution to a problem, not a product. Even if you are selling something as crazy as hide stickers for cows, you need to have it presented as something which will empower the buyer. In this case “having trouble branding your cow? Use a hide cow sticker. Simple and PETA friendly.”
Show your product being used in the appropriate manner. Do not leave the viewer to connect the dots. By giving a definitive solution to their problems, you address not only the informational side of the problem, but you add yet another image that you can alt tag, make shareable and boost your SEO.
Finally, DO have customer reviews of your products.
A great visualization of your product is critical to sales, but so is the honest opinions of actual consumers. Have organic content under your images or 3D models showing actual reviews of the services and products offered. This not only builds the keywords and organic content of the site, but adds to the transparency of the company building trust and pushing people to be a part of the products or services you offer.