Boost your conversion rate: 4 mistakes to avoid
In a previous blog post, we shared 6 best practices for improve your conversion rate thanks to product visuals. On the other hand, here are some of the factors that discourage Internet users from buying on an e-commerce site.
Product visuals are the first factor in encouraging e-commerce to buy
Photos represent the first incentive for online consumers to buy, followed by technical details and product descriptions, and then online customer reviews. [embed] https://youtu.be/HVmUF6Mjan8[/embed]
Your product photos represent the first element of an e-commerce window
It is therefore not surprising that the absence of product visuals and poor quality photos rank on the podium of the top 3 factors discouraging Internet users from buying on an e-commerce site. Here are some more subtle pitfalls that should be avoided.
The absence of a visual charter for your e-commerce
Just as you use a graphic charter, set up a visual charter (read our article on 5 laws of attractiveness for your e-commerce) . The visual charter allows you to avoid common mistakes such as a rough site or complex navigation. Define the rules that you will apply to create visual unity across your site or catalog. Look for consistency and simplicity to highlight your product through a few key principles:
- a homogeneous and identical light source
- simple, homogeneous and identical backgrounds
- identical focal lengths for the same types of visuals
- only one type of framing
- homogeneous retouching
- perfect alignments
- graphic consistency for the size of the visuals, the outlines
The weight of the files of your product visuals
The quality of the image, the possibility of having several views, the enhancement of the product with 3D, the zoom, the 360° are fundamental elements. So pay attention to the weight of your images and optimize it for each file, so as not to slow down the display time of your product pages. Give priority to:
- the JPEG format for your simple photographs
- the PNG format to play with transparency effects
Use the HTML5 animations for your:
- photos with magnifying glass, dynamic zoom, annotations, etc.
- 360° animated product rotations
- 3D object animations
- animated multi-view presentations in 360 or 3D
Another topic on the importance of file naming for boost your SEO
Photos that do not conform to the product
Avoid as much as possible choosing products for your illustration photos that would not be exactly the same as those that your customers will discover when opening their packages.Multiply the Shots, suggest as many as you can. This allows you to decline the different options, colors, etc. Moreover, mentions of the type “non-contractual photo” under your images are counterproductive because they do not encourage trust.
An approximate product sheet
- Promote a detailed product description. This description must be in perfect complementarity with the visuals that illustrate it.
- Visual/text complementarity is an important factor in the decision, your product visuals must perfectly illustrate the descriptive content of each of your articles.
- The valorization of your products through the image will then take on all its meaning. And you will then limit the number of your product returns and your unhappy customers.
