{"id":57899,"date":"2021-04-26T12:26:40","date_gmt":"2021-04-26T06:56:40","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=57899"},"modified":"2025-04-29T17:33:58","modified_gmt":"2025-04-29T12:03:58","slug":"how-to-use-visuals-to-increase-ecommerce-conversions","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/how-to-use-visuals-to-increase-ecommerce-conversions\/","title":{"rendered":"How to Use Visuals to Increase eCommerce Conversions"},"content":{"rendered":"\n

You probably already know the human brain is far more quick to grab a visual (picture- or video-based) message than reading through a text-based one. But have you considered the same for improving your eCommerce conversion<\/a>?<\/p>\n\n\n\n

Let\u2019s back up here a bit and see what research has to say. For one, science confirms that visuals communicate information 60,000 times (!) faster than text<\/a>. And here\u2019s another interesting piece of research: brands using visual content<\/a> tend to see 7 times higher conversion rates<\/a> than those that don\u2019t. To figure out which visual content works best for your brand, you can rely on A\/B testing solutions like VWO<\/a>.<\/p>\n\n\n\n

Download Free: Advanced CRO Program Guide<\/span><\/a><\/em><\/h2>\n\n\n\n

It\u2019s all coming together now, isn\u2019t it? You need to up your visuals game to increase your eCommerce conversion. Not only will these visuals catch your target buyer\u2019s eye, but they\u2019d also show what\u2019s under the hood, which helps you gain their trust.<\/p>\n\n\n\n

\"Use<\/figure>\n\n\n\n

So, in this post, you\u2019ll learn how you can use visual marketing to your advantage in your retail sales channel strategy<\/a> and the eight different types of visuals to use for boosting conversions. <\/p>\n\n\n\n

Ready to grow your sales? Let\u2019s get started: <\/p>\n\n\n

1. Start off with high-quality, clear pictures<\/h2>\n\n\n

To begin with, you need high-quality pictures of your<\/em> products. This means you\u2019re going to have to say goodbye to stock images or pictures that you pull out from free internet sources. Why? Because those images don\u2019t reflect what you sell and do very little to gain your buyer\u2019s trust. <\/p>\n\n\n\n

If you don\u2019t believe us, you can A\/B test this and check for yourself<\/a>. Create a variation of your landing page with your product images on it, and measure its conversion rate<\/a> against your original page that contains stock images or other pictures from the internet. You will be able to notice a tangible difference between the two.<\/p>\n\n\n\n

\"AB<\/a><\/figure>\n\n\n\n

Worried you can\u2019t afford a photographer at this point in your business? Don\u2019t worry. A picture from your phone<\/a> still triumphs stock imagery as it instills trust. <\/p>\n\n\n\n

Sticking with stock photos, on the other hand, leaves a potential buyer suspicious as they think that the lack of product images is because there\u2019s something to hide. <\/p>\n\n\n\n

Hence, a simple to-get-started task for you: replace all stock photos on your website, newsletter templates<\/a>, and other places with product images. You can even use these high-quality photos in your website chatbot<\/a> and more.<\/p>\n\n\n\n

Already using product images? Great, follow the next tip. <\/p>\n\n\n

2. Use larger pictures that let users zoom into the details<\/h2>\n\n\n

How many times have you caught yourself zooming in on the details of a product you\u2019re planning to buy? Chances are several times. Your prospects are the same. <\/p>\n\n\n\n

Buyers don\u2019t call the final shots in favor of your product unless they can see the details. Small images fail to offer sufficient details though. If anything, they instill the you-have-something-to-hide thought. <\/p>\n\n\n\n

Large images, on the flip side, offer clarity and a scoop into product details. Hard to believe? Here\u2019s proof: a case study in VWO<\/a> concluded that larger product images can lead to a 9% increase in sales. Optimics, a CRO agency, ran an A\/B test for their eCommerce client Mall.cz with the goal of increasing sales. They created two variations:<\/p>\n\n\n\n

The first had slightly larger product images and the second had larger images with descriptions showing up on mouseover. Control had the original size of product images along with text description.<\/p>\n\n\n\n

Variation 2 with the large images and product description viewable on mouseover was the winner. It resulted in a straight 9.46% increase in revenue for Mall.cz.<\/p>\n\n\n

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\"Optimics<\/figure>\n<\/div>\n\n\n

So, a big shout to large images on your eCommerce site for an upward bump in your sales. Plus, here\u2019s an example from Zugu Case that details its features to help inspire action:<\/p>\n\n\n

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\"Zugu
Image Source: Zugucase<\/a><\/figcaption><\/figure>\n<\/div>\n\n

3. Capture your product from various angles<\/h2>\n\n\n

When it comes to product details, buyers can never have enough of them. If anything, they need to know how the product looks from the left, right, back, and every other angle. <\/p>\n\n\n\n

Since buyers can\u2019t hold and inspect the product when it comes to online shopping, the least you can do is share product shots from various angles. Not only is doing so trust-winning but also comforting for the buyer. <\/p>\n\n\n\n

But you don\u2019t have to display all of them at once. Show one picture, followed by the rest given in thumbnails. Here\u2019s what Cutter & Buck does to give you an idea. They display the picture of a model wearing their product with thumbnail images on the side.<\/p>\n\n\n

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\"Cutter
Image Source: Cutterbuck<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

There are a variety of different ways you can utilize these photos as well, from social media ads to presentations and even punch cards<\/a> for return customers.<\/p>\n\n\n\n

Download Free: Advanced CRO Program Guide<\/span><\/a><\/em><\/h2>\n\n\n

4. Show your product in context or in use<\/h2>\n\n\n

This sets the mood. ? By showing your product in action, you make it easy for the prospect to understand how it works or how they can use it depending on what you sell. <\/p>\n\n\n\n

Generally speaking, there\u2019s a marketing tactic: don\u2019t ever talk about your product features. Instead, talk about your buyer or how exactly your product can help improve their life. This way, your marketing message shifts its focus from being product-centered to customer-centered. <\/p>\n\n\n\n

Do the same with your visuals by showing your products in context. <\/p>\n\n\n\n

For example, if you sell handbags, a plain picture of a handbag would do little to attract your buyer. However, a picture of your handbag on a cozy couch helps capture the prospect\u2019s imagination. Or, a model carrying the handbag can give your potential buyer an idea of how the handbag would look on them. <\/p>\n\n\n\n

Look at this picture from H&M and see how they\u2019ve taken a product shot with the model comfortable in their hoodie:<\/p>\n\n\n

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\"H&M\"
Image Source: HM<\/a><\/figcaption><\/figure>\n<\/div>\n\n

5. Add 360 degree rotating pictures<\/h2>\n\n\n

These are ones that are widely available on social media, particularly, Facebook. Essentially, 360 degree product images are a series of still product images from various angles. They\u2019re photographed in a sequence on a 360 degree photo turntable that rotates so you can cover the sequenced angles. <\/p>\n\n\n\n

But are they any good for your eCommerce business? You bet they are. DueMaternity.com introduced these image types on their site and saw their conversion rate <\/a>go north by 27%.<\/p>\n\n\n\n

Use VWO\u2019s powerful A\/B Testing for your online store. Take a free trial and try it out for yourself<\/a>!<\/p>\n\n\n

6. Introduce product page videos<\/h2>\n\n\n

Videos are kind of having their aha moment presently. Whether used for a link-building software<\/a> or on a product page, they tend to increase the conversion rate. Why? Because videos are what your buyers want. <\/p>\n\n\n\n

Numbers tell the truth: 55% of consumers watch videos for making their purchase decisions<\/a>. And, 73% of visitors who watch product videos will end up making a purchase<\/a>. The reason video content<\/a> sells so well is simple: they give buyers a better sense of product specs.<\/p>\n\n\n\n

In fact, a case study by Treepodia learned that fashion industry retailers witness a 134% increase in their conversions by including product videos<\/a>. <\/p>\n\n\n\n

Interested in making product videos? Here are some bright ideas for you: <\/p>\n\n\n\n