10 Image Optimization Tips to Increase Conversion on Your Product Pages
Images are powerful tools for your product pages. As the saying goes, “A picture paints a thousand words.” However, some pictures are stronger than others for converting browsers to buyers. With these 10 tips, improve the image optimization for all your product photos to get the most from them.
Go for High-Quality Product Images
Your product photos need to be high-quality, professional images. This is not the time to save by shooting them yourself with your smartphone. If you can’t use a professional photographer, at the very least, use a good digital camera and read up on these types of shots. Focus on lighting that shows the products without glare or shadows. Keep the background simple and without distractions, and shoot at the highest possible resolution.
Show Products From Multiple Angles
When shopping online, customers give up the chance to pick up items, turn them around, and see them from all sides. To increase conversions, make up for this lack of touching and feeling the products by posting multiple images that show the items from all 360 degrees around.
Place Products in Context
Product images of isolated items, even from multiple angles, aren’t as effective as shots showing the products in use. Show off your jewelry by picturing a model wearing it, or let customers see how great your garden tools are with pictures of someone planting with them. Also, cross-sell by pairing products to show how they go together — besides that photo of the model wearing a necklace, post pictures of the matching bracelet and earrings.
Increase Photo Size for Image Optimization
A case study by Skinner Auctioneers shows that larger product images bring a 63 percent increase in conversions. If the number of pictures involved means you can’t post bigger photos, set up the page so that hovering over or clicking on the thumbnails allows viewers to zoom in. Being able to see the details of the products might be what customers need to make the final decision to purchase.
Include Product Videos
Depending on your products and your site space, consider adding a 360-degree video shot for some products. Action pictures are more impactful than static ones, and videos of products in use are very powerful. As a bonus, show more than the usual uses, giving potential buyers ideas they might otherwise miss. For example, film someone using your gardening trowel as a pet food scoop.
Name the Image Files for Web Spiders
Grab all the attention you can with your photos by using your keywords in the file names. This is an easy way to add the search terms to pages without “stuffing” them unnaturally in the text. Spiders crawling the web rank your site higher for your efforts at improving your image SEO.
Add Strong Alt Text Tags
Alt text tags appear when, for whatever reason, your product photos cannot display. They need to be in plain English — no jargon, no flowery language — and add them only to product photos, not to those elements that are purely decorative. Don’t overuse keywords in these, and do include model or serial numbers when applicable.
Reduce File Sizes
If you want customers to spend time on your e-commerce site, it needs to load quickly. Large-sized image files can slow loading down to a crawl, leaving your potential customers hanging and ready to move on to someone else’s store. Use online photo editors, like PicMonkey, Pixlr, FotoFlexer, or GIMP to condense those files of 70 kilobytes or smaller.
Choose the Best File Types
Deciding on the best file type, such as .jpeg, .bmp, .tiff, .gif, .png, and more might seem overwhelming, but it’s easier than you think. You only need to consider three types, and you only have to choose one of them for the product shots themselves.
Joint photographic experts group, known as .jpeg files, are best for product images. While you may lose some sharpness in the pictures, .jpeg files have a 24-bit palette, allowing up to 16 million colors. They are also less grainy than some other file types, and they transfer faster than most others, especially when compressed.
Graphics interchange format, called .gif files, and portable network graphics, or .png images, work best for non-product images like borders. They only allow for 256 colors, but they produce smaller files that load quickly. Take note that although designed specifically for web use, .png files may not be compatible with all browsers.
Pay Attention to the Thumbnails
Because you already know that you are going to set up a zoom option with your thumbnails, make these files as small as possible, even if you lose a little of the quality in the images. Customers still see the better images when they look at the larger versions. When you add the alt text tags to thumbnails, do not use identical tags as those you chose for the larger pictures.
With these tips, you can harness the power of image optimization for maximum conversions from your product pages.