HOW MULTIPLE PRODUCT-IMAGES AFFECT ADD-TO-BASKETS

Creating relevance for shoppers – with effective images!

Product-images are often underrated, but that’s exactly why you should pay special attention to them. Consumers want to reach their aim quickly. They need a high-quality visual trigger that works instantly and enables them to make satisfying purchasing choices consciously.

Why do you need more than one image per product?

It takes a lot of effort to maintain an online-shop and its data-management. Specially, if there are so many products like on dm.de, the web shop of the dm-drogerie. Product-texts, prices, logistical data – these are all contents that consumers want or have to know, if they check a product on a website.

What could be more natural than reducing the effort of creating product-images? You could say: One is really enough; the consumer already sees what he gets. But that conclusion is wrong.

The product-detail-page matters …

The PDP (product-detail-page) is the essential page in eCommerce. This page reinforces the consumer’s impulse to buy. It creates concrete interest and the consumer’s need. The so-called add-to-baskets are used as measuring instrument. They record the amount of shopping-cart-entries in a given period. These entries are very important in the purchase-funnel (another magical word), because they are the first steps in direction checkout – which means the actual purchase of one or various products.

How do you get your consumers to add products to the shopping-cart?

It’s really easy: You just need unique content, which means inspiring texts, stimulating images and a lot of information that describe the product in great detail to create desire.

On the one hand, this key finding is crucial, on the other hand it also means, that this content needs to be available. And here we’re back at the beginning of this article. It is simply a lot of work.

The influence of multiple images – illustrated at dm-drogerie

Further product-information in an online-shop – like the one dm-drogerie operates – has a crucial impact on the consumer’s behavior regarding the PDP. For example: Consumers read the text on the back of the packaging more often compared to the same text written in the product-description. The key requirement is a product-image of the packaging’s back and a zoom that enables a direct readability.

Consumers want to understand the product completely. That includes, for example, the following parameters:

  • Packaging and content
  • Product details
  • All sides of the packaging that display descriptions or ingredients
  • Application image
  • Proportions, for example by showing the product in comparison to a human hand
  • Dosage form and textures

We know from consumer research that images are noticed to a higher degree and more quickly than texts. Despite that, texts are important for SEO and current forms of text-generation offer high-quality and unique texts that can be used in an online shop.

For over a year, dietz.digital supported us and did an excellent job in enriching multiple image-data in our beauty-segment. We appreciated the constructive cooperation regarding the direct communication with industrial partners and the agency’s efficient process-management. The result speaks for itself.

Sharyn Zwerenz, dm-drogerie markt

But the challenge is not only the content-management. Only few manufacturers have an adequately good content. In most cases, it lacks in additional, useful images. Or they have such images, but not in the required quality which is needed, because the image has to be perfectly readable.

To sum it up, creating the perfect content starts on all levels such as texts, images, SEO, code as well as current and additional content. This all works best when combining everything. We maintain single subjects or support you with a holistic approach of data-management. Just contact us.

dietz.digital | dietz GmbH & Co. KG | Am Kronberger Hang 8 (Building L1) | 65824 Schwalbach am Taunus | Germany | info@dietz.digital

Digitalberatung durch Oliver Dietz, CEO