The importance of visual content and user data in e-commerce
If you operate e-commerce, then you cannot avoid one important aspect: visual content. Because visual content plays a central role in the sale of products and is therefore essential when it comes to presenting them to customers.
From the evaluation of user data, companies know about the relevance of visual content as a sales-relevant and sales-promoting factor: user data represent a raw material that must be collected, evaluated and utilised. This is where digital asset management comes into play, as it represents a central component of the IT-infrastructure and is considered a tool for the further processing of collected user data.
Why is visual content so important?
Since there are differences between sales in stationary trade and sales in online shops, it is important that the products are visually presented to the customer as realistically as possible, since the products presented on the internet cannot be touched, felt or even tried on or out. Furthermore, the presentation on the internet leaves little or no room for interpretation, which means that product images quickly convey the content of the statement to the customer. In e-commerce, therefore, cropped images are considered the standard to show the essentials and convey the message quickly.
Another important factor is the presentation of the product in different perspectives to give the consumer or customer the best possible view of the product. Here it is also important to choose product images that correspond to reality, so that colours are represented correctly and thus also correspond to the real colours of the product.
Since there are differences between sales in stationary trade and sales in online shops, it is important that the products are visually presented to the customer as realistically as possible, since the products presented on the internet cannot be touched, felt or even tried on or out. Furthermore, the presentation on the internet leaves little or no room for interpretation, which means that product images quickly convey the content of the statement to the customer. In e-commerce, therefore, cropped images are considered the standard to show the essentials and convey the message quickly.
Another important factor is the presentation of the product in different perspectives to give the consumer or customer the best possible view of the product. Here it is also important to choose product images that correspond to reality, so that colours are represented correctly and thus also correspond to the real colours of the product.
Lack of haptics must be compensated for in product images
There is one important aspect that needs to be considered when doing e-commerce: The product images on the internet must compensate for the lack of haptics by providing various tools with which the customer can look at and inspect the product. There are various possibilities to enable the customer to interact with the product despite the lack of haptics: different views or perspectives of the product play a role as well as the possibility for the customer to make a detailed view, to use the magnifying glass function and to view the product in full screen mode. The use of 360 degree images or images of the product's application are also a good way to present the product. Here, care should always be taken to show the customer which product or colour variants are available. Another aspect that is of great importance and should not be underestimated is the presentation of the size and dimension of the product, so that potential customers can get an exact idea of the product and gain an insight into its dimensions.
There is one important aspect that needs to be considered when doing e-commerce: The product images on the internet must compensate for the lack of haptics by providing various tools with which the customer can look at and inspect the product. There are various possibilities to enable the customer to interact with the product despite the lack of haptics: different views or perspectives of the product play a role as well as the possibility for the customer to make a detailed view, to use the magnifying glass function and to view the product in full screen mode. The use of 360 degree images or images of the product's application are also a good way to present the product. Here, care should always be taken to show the customer which product or colour variants are available. Another aspect that is of great importance and should not be underestimated is the presentation of the size and dimension of the product, so that potential customers can get an exact idea of the product and gain an insight into its dimensions.
Advantages of visual content in e-commerce
The use of visual content has many advantages for companies' internet marketing. For example, the click-through rate (CTR), which indicates the total number of clicks on banners or links, increases. Furthermore, there is an increase in the time-on-site, i.e. the time spent by the visitor across all URLs of the domain. An increase in the conversion rate (CRV) also results, as the visitors to the online shop carry out an action, for example by signing up for a newsletter or completing a purchase. Thus, the use of visual content also results in an increase in turnover as well as a reduction in the return rate, as customers have already been able to look at the product, which leads to an increase in customer satisfaction as well as a reduction in costs for the company.
The use of visual content has many advantages for companies' internet marketing. For example, the click-through rate (CTR), which indicates the total number of clicks on banners or links, increases. Furthermore, there is an increase in the time-on-site, i.e. the time spent by the visitor across all URLs of the domain. An increase in the conversion rate (CRV) also results, as the visitors to the online shop carry out an action, for example by signing up for a newsletter or completing a purchase. Thus, the use of visual content also results in an increase in turnover as well as a reduction in the return rate, as customers have already been able to look at the product, which leads to an increase in customer satisfaction as well as a reduction in costs for the company.
Product image types in e-commerce
In e-commerce, there are many different ways to present products:
Textiles & clothing:
Clothes can be presented on models, a so-called hollowman, i.e. a transparent mannequin including subsequent retouching, or also as lay-flat goods.
However, this can also lead to some difficulties that have already been mentioned: for example, differences in the colours (in comparison of photos from the internet to the real goods) and the inclusion of wrinkles or shadows in the garments.
Mood shots & still life:
Mood shots combine the product and various decorative elements. These images are not released afterwards, but serve to address the subjective feeling of the respective customer.
Packshot:
With a packshot, the product is photographed in the packaging. This type of product presentation is particularly cost-effective and efficient, as the product is not staged or set up. It is important that the packaging itself is attractively designed. Afterwards, the product image is cropped.
Released photos against a white background:
Released photos of products against a white background are the standard in e-commerce. No decorative elements are used here, so that there is no distraction from the goods. In addition, no false expectations are raised with regard to the scope of delivery of the product.
Food:
Food photography is particularly important for restaurants, magazines and wholesalers. Difficulties here are the perishability of the food and the authenticity of the images. This is because the advertising industry often needs highly retouched and perfected images.
Product in use:
Images of products in use can convey important information that cannot be conveyed by an isolated representation. Furthermore, an emotionalisation of the product takes place, since the product is perceived as more real in its application. The aforementioned lack of haptics is compensated for by the staging.
How can a DAM process and prepare user data?
The management and provision of consistently high-quality visual content means a cost and resource expenditure that should not be underestimated. This is where a Digital Asset Management System can support you.
The Pixelboxx Digital Asset Management System as a central data source simplifies work processes and prevents redundant data silos. It increases the value of your media assets and provides all your channels with assets and the corresponding metadata.
The Pixelboxx DAM manages your assets in a centralised and web-based way and makes them automatically available for third-party systems, websites, archives, etc. The rights and role model of the DAM simplifies work processes and prevents redundant data silos. The rights and role model of the DAM system simplifies your work processes by allowing relevant content to be tailored to the respective user. A DAM system reduces your time-to-market and increases your ROI. Improve your SEO and website performance by delivering high quality visual content on a permanent basis, thus reducing your costs.
The Pixelboxx DAM simplifies and automates your workflows so you can focus on other tasks!
Visual content is an essential part of e-commerce. By using it, there are many advantages for the internet marketing of companies. With a DAM system from Pixelboxx you manage your consistently high-quality visual content and make it available for third-party systems, websites and archives.
Contact us to find out what other possibilities the Pixelboxx DAM and all other Pixelboxx products open up for you.