Combining 3D & 2D product photography to boost online sales
In the past decade, we have witnessed the internet becoming an increasingly visual space. Our Facebook and Twitter streams are flooded with colourful images, and companies like Pinterest or Instagram have achieved success by building their business around what can be seen, rather than what can be said.
The world of eCommerce hasn’t been immune to this trend, as a matter of fact online shoppers are driven by compelling product images now more than ever. According to a report by MDG, 67% of the people interviewed admitted that product images carry more weight than product descriptions or shipping information.
This corroborates the notion according to which product photography represents one of the most important areas to work on to improve online sales. In this blog post, we will explore how 2D and 3D product photography can complement each other to create an online product display strategy that sells.
The heart buys, the mind justifies
Whether in a face-to-face fashion or online, a successful sales process manages to operate both on the emotional and the functional side of things.
In keeping with this statement, an effective product photography strategy can follow the same paradigm, aiming to establish an emotional bond with the online shopper and to provide functional information to corroborate the intent to buy. But how to achieve that?
Lifestyle shots speak to the heart
With creative photography, professional photographers can really shine and use their creative flair and sensitivity to create compelling product images that speak to the emotional side of the online shopper, thus establishing a bond that transcends the mere functionality of the product.
Tapping into your audience’s emotions requires a thorough understanding of your customers and their needs. If you sell to a segmented market, think of building personas that exemplify each segment and link them to a set of emotional triggers that compel them to buy.
‘Pack-shots’ feed the rational side
Informative product photography represents the other piece of the puzzle, and it’s what convinces online shoppers of the purchase.
While the focus of lifestyle shots is your customer, in this case the star of the show is the product itself, and its features. The aim of packshot pictures is to provide online shoppers with as much visual information as possible, so that their buying journey feels rational and they can make a confident, informed purchase.
In the last few years we have seen the rise of innovative product photography strategies that complement the traditional work. In particular, 3D imaging has come to the fore as a conversion rates booster for online stores.
3D: an interactive, engaging, informative online shopping experience
Despite its popularity, eCommerce keeps facing some challenges when it comes to product pages. In a recent Shopify article, it’s been reported how a growing number of consumers prefer to purchase in high-street stores to be able to touch and interact with the product before buying.
3D product photography serves the need for interactivity by offering a hemispheric, engaging view of the product – like the one below:
By showcasing your products with a 3D viewer, your online shoppers will:
● Revolve the item around to inspect it from every angle
● Zoom-in on the details they mostly care about
● Interact and bond with it
This will allow your customers for a more informed journey and, ultimately, a more confident purchase. The engaging and interactive nature of 3D imaging is reported to yield a higher conversion rate of 20%-40%, depending on the industry.
3D and 2D, the perfect marriage
Executing on a successful product display strategy can represent the single most important way to boost your product page conversion rates – online shoppers consider compelling product images a priority in their buying process.
As discussed, effective selling engages both on the emotional and on the practical level. Thus your product display efforts should follow this guideline to prompt your online visitors to buy.
3D and 2D product photography can be used together to serve both of these buying needs – while the latter taps into your customers’ emotions, the former covers the rational need for an informative and educated product purchase.
If used properly, these tools can help you turn your product pages into converting machines.
Zoetrope Ltd. is a Bristol-based interactive 3D product photography service operating in the UK and Europe. Our work helps eCommerce websites become more profitable by increasing their product conversion rates and decreasing their product returns – you can find examples of our work on our portfolio page, alternatively feel free to get in touch with us at [email protected]