Multiple product images and their influence on add-to-baskets!
Create relevance for shoppers – how pictures work!
Often underestimated and therefore even more important: Shoppers want to reach their goal quickly. They need immediate and high-quality visual incentives to make conscious and satisfying decisions when shopping products.
Why do you need several images per product?
It is a lot of effort to manage a shop. Especially, when it has as many products as the dm-drogerie markt at dm.de. Product texts, prices, logistic data. All content that consumers want to know or need to know if they are interested in a product online.
What could be more obvious than to avoid much trouble with product images. It is enough if a picture is available and the shopper can see what is meant, isn’t it? No, that is very far from it!
The product detail page matters …
The PDP (Product-Detail-Page) is the essential page in eCommerce. This is where buying impulses consolidate, where interest specify, and where needs awake. That is often measured with the so-called add-to-baskets. It is the amount of shopping cart entries in a certain period of time. This is very important in the Purchase Funnel, because it is the first step on the way to the checkout – the real purchase of one or more products.
So how do you get consumers to add products to the shopping cart?
The very simple answer: with outstanding content. In other words, inspiring texts, stimulating images, and lots of information that comprehensively describe the product and thus create desire.
This insight is not only target-oriented, but unfortunately, it also means that this content must also be available. And this brings us back to the beginning of this article. It is simply a lot of work.
The influence of multiple images …
Offering multiple product images in the shop has a significant influence on the consumer’s behavior on the PDP. For example, the text on the back of the packaging is read much more often on an image compared to the same information in a text field. Additionally, if this the product shot of the package’s back is available, the consumer can also read it directly using the zoom feature.
Consumers want to be able to comprehend the product in its full extent. This includes the following parameters, for example:
- Package and contents
- Product details
- Package from all sides, descriptions, ingredients
- How to use-images
- Proportions, e.g. compared to a human hand
- Dosage forms and textures
We know from consumer research that images are perceived more quickly and more effectively than text alone. Nevertheless, texts are important for SEO; and with modern forms of text generation, it is possible to work individually and efficiently at the same time.
dietz.digital has supported us for over a year and has done an excellent job in enriching multiple product images in the beauty sector. Above all, we appreciated the constructive cooperation in direct contact with industry partners and the efficiency in the processes. The result speaks for itself.
Sharyn Zwerenz, dm-drogerie markt
But the challenge is not only the content management. Rather, very few manufacturers have enough good content. This means that there are simply not always these additional, meaningful images. Or they are not available in sufficient quality. After all, the image should also be perfectly readable in the zoom feature.
In conclusion, it can be said that the work for optimal content should be approached at all levels. Text, images, SEO, code, additional content, topicality. All this works best in combination. We support customers in individual areas or holistically. Please contact us!
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