Having an Amazon store of your own products is a great way to reach a global audience of prospective customers, to spread your brand name worldwide, and have an advantage of the existing channel. But it’s so crowded with more than two million sellers. So, to grip the market of your products, you need to make your own market strategy.
One of the best ways to drive more sales of your products is to put deep thought into the product photography. In this article we’ll discuss how to shoot and reach the optimum level of Amazon product photos to achieve this target.
The Importance of Photos to Sell Products:
The audience reacts to the visual first or more immediately and the effect retains. It was found in research that the human brain processes visuals 60,000 times faster than text. Hence, it is vital that the photos can render the benefits and all the features of the product. The presentation of the photos should be such that it helps buyers make purchase decisions without going through the text part of your listing. If the product photos fail to do this, it means that the buyers are knowing about your products 60,000 times slower, and eventually will shift to a competitor’s products.
Images Communicate Faster and more Details than Text:
Say, you are looking at a picture of a boy carrying a basket of apples, and instantly you gather the information of:
- How big the basket is
- Approximate weight of the basket
- The color
- The material of the basket
- How many books can be held in the basket, etc.
To explain all these in words will take much more time, effort and elaboration in a few sentences. So, images communicate better with the buyers than text.
Amazon Mobile App is Optimized for Images:
According to statistics, almost half of the ecommerce sales are made by mobile shopping. But long texts are difficult to read on mobile screens, images are small and it requires more scrolling. Moreover, Amazon makes many text fields short on mobile that can be available in full form on the desktop version. Bullets points can’t be read at a time. Details of images are not clear enough to see and needs cropping to see the product benefits, etc. But text of icons are large enough to be easily read on a mobile screen.
Many Buyers Avoid the Text:
Every seller has the bitter experience that sometimes customers return the products because it wasn’t what they wanted, though the photo and the text clearly showed that it may not meet their requirements. Then many of the customers leave negative reviews on the review section. This might lead a seller to believe that buyers don’t read the description of the product.
For example, we can consider accessories for smartphones. The accessories will be compatible with specific models of smartphones and the sellers of these items clearly state that. In Spite of this, many buyers make online purchases and get disappointed when they receive the products at home. They blame the sellers for deceiving them with different products, leave a 1-star review.
To get rid of this awkward situation is to have a dedicated image as the second image. The image will have clear, large and readable text. The shoppers who usually avoid the product description will also be compelled to see your essential message. Here’s a unique example.
How You can Create High-Converting Amazon Product Photography:
It is worth learning how to create photos that will convert shoppers into buyers. These techniques come from study, practice, and mostly experience.
First you should make a list of shots that will properly showcase your product including the key information and benefits of the product. This step is usually overlooked by the sellers. Taking some nice random pictures of the product might lack the key features buyers care about. Product photos must present the essential pieces of information to the customers, looking great comes next.
A deep research on customer psychology and demand needed to identify what customers look for in the images of the products while they make online purchases. You are expected to highlight each of these key pieces of information in at least one image.
For a ready example of this, we can take a picture of a set of plastic cups that shows the versatility of multiple uses of the cups.
The Triple Optimization Technique:
There are three key optimization techniques that lead to fully optimized Amazon listing when applied together:
- Keyword Optimization
- Key Information Optimization
- Persuasive Design Optimization
Most of the sellers lack the knowledge of the necessity of right keywords in their listings. Presence of the right keywords in the product listing helps Amazon to identify what your product is, and for what searches your product shows up. It is important to put the right keywords in the image file names and metadata for the optimization. By right clicking on the image we can rename it with keywords, but optimization of metadata with keywords is trickier.
Key Information Optimization:
Identifying the key information about what customers want to see when they decide to make an online purchase is the most important to create great product images. Great product images show this information.
We can do this by following process:
- Do a vast customer research on Amazon reviews of the competitors, how they highlight the benefits of their products, record potential benefits of the products, likes, and dislikes, etc. in a list.
- Keep an eye on the trend of what customers frequently like or dislike, what customers say about the product, and cross check everything on the list.
- Highlight the benefits that come up often and matter to the customers. Other benefits should be discarded.
- Make a list of the most benefits of the product and plan the photo shot list on it.
Persuasive Desire Optimization:
The third and final of the triple optimization technique is all about creating persuasion and desire. This technique uses the sales psychology and portrays the product as the bridge from the customer’s painful current situation to a better future situation. We can do this by writing excellent sales copy and boost the conversion rates.
Use the Three Essential Image Types:
On Amazon stores, the seller should take advantage of posting images on all available slots. Customers usually can see seven images, and two more images are kept hidden. If the shoppers press the +2 button, then they can view the remaining two images. Sellers should focus on the first seven but must use the other two slots unless the photos are of low-quality.
Product on White Background:
According to Amazon’s guidelines, the main image of the product on Amazon stores must be of pure white background. Text, logos, or any other things are not allowed but the image.
The Amazon website has the white background web pages. If the background of the image is not pure white, it will look poor. The platform can even reject the image. To ensure a pure white background, it is better to utilize Photoshop’s clipping path background removal technique and add a new pure white background instead.
Lifestyle Images Featuring Models:
To present a product with a real human interacting with it is a very effective way to show the product in action. For this reason, most of the top fashion houses feature people in their product images. This helps the shoppers to grasp an idea how the product would look like when they wear it or use it.
Properly shot images have the power to invoke emotion in the shoppers minds. If you showcase party dresses, and take photos of some ladies wearing those dresses in a real party and having conversations with laughing faces, the photos will create the same feeling in the shoppers minds and create a strong desire in them to have those dresses so that they can have the same experience. But be careful about one important thing. When you use a model, you must be aware of the age, gender, locality, country, etc of the target audience. Selecting the wrong models might distract the buyers and reverse the sales.
Lifestyle images with models should portray the models in such a way that the model is really enjoying the main benefits of the product. The model’s positive reaction will also drive the potential buyers to have that product. What the product does must be shown as clearly as possible.
Sometimes it so happens that some of the features of the products can’t be shown without text or graphics. For example we can consider the size of a product. The product has to be kept somewhere. So, the size of the product matters to the customers. if the product doesn’t fit the place where the customer decided to keep it will throw him in an awkward situation. If the actual dimensions of the product are shown both with some texts and with numbers on the product, the customer will have a clear view and won’t be disappointed with the product being smaller or bigger than he thought. It’s a common mistake that infographics are clumsy with too much information. The font size of the text must be large enough for clear readability on mobile screens. But larger font size also limits the scope of information you can squeeze into one image. So, the balance is crucial.
Basic graphic elements and icons should match your branding colors and style. Intelligent utilization of them will make the brand look higher quality.
Order Your Images Effectively:
How you order your images is essential. The images with key information of the product must be ordered first.
Image numbers 2, 3 and 4 must have the three most essential information about your product the buyers should know before they make their decision. Image number 1 will always be your main white background image as per the Amazon guidelines.
If you are callous to the ordering of the product images, you’re certainly going to lose potential customers. The image that relates to the customers best may seldom be seen by the customers. With faulty image ordering, a potential customer loses interest to scroll to the next image, and your sales rate goes down. So, the second and third image slots must contain the best images that express the most key information of the product.
You can fill you image slots with the following order:
- Main image (white background)
- Infographic showing product size and most key information
- Lifestyle image with model showing the main benefit of the product
- White background image showing the back side of the product
- Infographic highlighting less important benefits
- Lifestyle image with model using the product in secondary benefit
- Image stating guarantee or special bulk discount code
The Final Litmus Test:
Before you post your images on Amazon store, the images should go through a final test with real customer experience.
Send the images and other information to a group of people, ask them to look at the images, and interview them about the images. If they can gather all the key information about your product regarding the benefits, size, price, packaging, etc. and ordering of the images, you pass the test. If you don’t pass the test, you will know where the drawbacks are and can fix them. Through this process, you will have key insights about the customer reactions about your product, image ordering, photo quality, etc.