Companies that sell physical products online allow their customers to virtually window shop—that is, allow them the opportunity to see items beautifully displayed without having the opportunity to interact with them in real life. To encourage the same purchase intent as an in-store experience, brands must incorporate product storytelling using the design and layout of their Shopify websites, or other e-comm platforms. Here are seven ways to beautifully display products online that encourage visitors to buy.
Professional product photography. Well lit, styled, and high-resolution images are the foundation for online product merchandising. Displaying products in settings where buyers can see themselves using them can do much to convince a person to make a purchase. Once these are captured, they can be used in a variety of ways throughout the company website.
Hero Images. Hero images, a large billboard style image at the top of the home page, prominently tells a products story. Just as a Fifth Avenue shop window attracts passerbys so that they stop and go into a store to explore, hero images featuring product sliders, action scenes with the products, or items on sale can encourage online buyers to stay on the page and browse product options.
Product Galleries. Retailers with a variety of product options can incorporate a product gallery that automatically or manually advances to allow visitors to see all that is available. To enhance engagement on these, the gallery can include zoom buttons for viewing enlarged images with product details and escape buttons so that viewers can minimize and move on to the next image or website action.
Shop Images. While some sites only display products in a portfolio, sites with full ecommerce functionality should incorporate good photography on product landing pages. Typically, the home page of an ecommerce site will include a hero image or slider and a shop grid immediately beneath it that displays product categories or shoppable products.
Blog Images. Blog images provide another opportunity for retailers to beautifully display their products. Pete’s Living Greens does this impeccably by blogging recipes that use their live herbs. The featured images on these posts are enticing, boost engagement and encourage a purchase. Another bonus is that blog images are Pinterest-friendly, which will allow a company to share their posts to the platform as part of their traffic and sales strategy.
Video. Video takes product display up a notch. They increase a customer’s knowledge of products 74% and the likelihood of a product purchase by 64% over still pictures. Videos can be incorporated as explainer videos or simply capturing the products in use, much how they are done in commercials. These can be displayed on the home page, as a feature of a landing page or in a blog post. Northshore Living does this on their home page boosting product storytelling when visitors scroll down for more information.
Minimal, yet valuable text. Studies show that sometimes when there are only product images, users may become overwhelmed on an ecommerce site. To balance out whitespace, hero images and product galleries, companies can leverage meaningful text to share features and benefits in product descriptions or for sales copy and brand storytelling much like our aforementioned examples.
Enhancing Product Showcase Online
In addition to the seven strategies mentioned, here are more effective methods to showcase products beautifully online, ensuring a comprehensive and engaging customer experience.
User-Generated Content
Encourage your customers to share photos and videos of your products in use. This not only provides authentic social proof but also helps potential buyers see the real-world applications of your products. You can feature this content on product pages, social media, and even in email marketing campaigns.
360-Degree Views
Implementing 360-degree views allows customers to interact with products in a more dynamic way. They can rotate the product to see it from all angles, providing a more thorough understanding of what they are purchasing. This feature is particularly beneficial for items that are highly detailed or have unique features.
Interactive Elements
Incorporate interactive elements like clickable hotspots that provide additional information when hovered over or clicked. These can highlight specific features, benefits, or uses of the product, enhancing the customer’s understanding and engagement.
Customer Reviews and Ratings
Displaying customer reviews and ratings prominently on product pages can significantly influence purchasing decisions. Positive reviews act as endorsements, while detailed feedback can address potential buyers’ concerns and questions.
Personalization
Use personalization tools to recommend products based on browsing history, purchase history, or user preferences. This tailored approach can enhance the shopping experience by showcasing products that are most relevant to individual customers.
Augmented Reality (AR)
For a cutting-edge shopping experience, consider integrating AR. This technology allows customers to visualize products in their own space using their smartphones or tablets. AR is especially useful for items like furniture, home decor, and accessories, where seeing the product in context can be a deciding factor.
Conclusion
As online shopping increases in popularity, companies should use every opportunity to beautifully display their products and encourage website visitors to make a purchase. Effectively showcasing products online requires a mix of high-quality visuals, interactive elements, user-generated content, and a focus on accessibility. By integrating these strategies, you can create an engaging and inclusive online shopping experience that appeals to a broad audience, drives engagement, and boosts conversions. For support in building an engaging eCommerce website, contact us today.