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Having high quality product images is a vital component to the success of both online and offline marketing campaigns, regardless of where your B2B company sits in the sales channel and who you sell to.
B2B eCommerce is more dependent on product photography than any other sales channel because online customers are unable to walk into a physical store and see and feel in person the product they are considering buying. As a result, your B2B eCommerce website must be able to provide this ‘in-person’ experience in a non-in-person way by using photographs, words and video.
Moreover, if your customers are retailers, providing them with quality product images they can use in their online store or printed material will help them sell your products better.
Did you know that over 90% of customers state that product images are a major consideration when making a purchasing decision online?
Product images are the building blocks of a successful B2B eCommerce site. And done right, these images have the power to tell a story – a story of what your brand is about, what your brand means to customers, and why your website visitors should care about it.
Think of it this way: when a customer is faced with two identical products with identical prices on separate websites, it will likely be the website with better quality product images that will earn the sale. In a nutshell, regardless of how high quality your products are, no one will buy them if the images you use to showcase them are low quality.
5 Tips for Producing Images That Will Help You Grow Your Online B2B eCommerce Store
1. Keep it simple.
Think clean and uncluttered. A strong clean photographic style creates a statement that is bigger than just one product. Removing any clutter in your photography and focusing just on the product means you’ll end up with a more versatile image that you can use for other things as well. This will also help increase the perceived value of your products and your entire brand.
2. Consider the context and background.
This applies equally to product-only images – where a clean-cut background (typically white) ensures the focus stays on the product, and lifestyle images – where customers see your products in action and can imagine themselves using them. The key here is to be consistent.
3. Align your product shots with the design and layout of your website.
What type of shots will work best with your eCommerce site: landscape, portrait or square images? And is there enough room alongside or on top of the images for text? If your site’s background is mostly white, consider choosing a non-white neutral background for your product-only images so that you don’t end up with too much white.
4. Take alternative views of each product.
The more variety, the better. Try close-ups, from underneath or from the inside looking out. Get creative! The more detailed options you present, the more your customers will understand and appreciate the value of your products.
5. Use a high-resolution camera and a tripod.
In today’s digital world, a high-resolution, user-friendly DSLR camera doesn’t have to cost an arm and a leg. Another option is to borrow one from a friend. Basically, you just need a camera that takes high resolution enough photos that won’t look fuzzy or blurry on larger screens, and one that has exposure control to manipulate lighting. Steady yourself with a basic tripod. A tripod provides stability and lets you take multiple images with consistent lighting and angle.
Remember, the perceived value of your products and the trustworthiness of your brand is often judged based on the quality of your visual presentation. That means high quality product photography is a sure-fire way to attract customers and ultimately drive conversions.