Better Websites

A Picture is Worth a Thousand Sales

The first thing that most users see on any product page is the product images section. I’ll go so far as to say that product images are the second most important element on any product page, ranking just after the add-to-cart button.

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The first thing that most users see on any product page is the product images section. I’ll go so far as to say that product images are the second most important element on any product page, ranking just after the add-to-cart button.

Being visual creatures, humans are reliant on sight as a facilitator for decision making. Entire industries are built on providing visually appealing products, sometimes at the expense of utility. We all have a friend with an eccentric furniture collection, who favors form over function.

This is one of the reasons that product images are at odds with the rest of the conversion optimization mindset. For pretty much everything else, we worry about function over form. We want intuitive websites that are easy to use.  We want clear and straightforward messaging. We work diligently to remove elements on the page that do not contribute to increased conversion activity — paring down to the bare minimum content that will support a sale.

Product image optimization provides stark contrast to this mindset. With image optimization, we’re primarily concerned about offering as many images as we can. We want them to be as large as possible. We try to provide every last possible detail that the camera can capture. We’ll even feature the same details in multiple ways, leveraging Photoshop to enhance and enlarge areas, adding callouts, and overlaying text. We’ll even relinquish ultimate control and allow users to upload their own images.

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