The Art of Ecommerce Imagery: Context or Isolation?
When it comes to showcasing products on an ecommerce platform, there has always been a bit of a tussle. Should we display products in isolation, or should they be featured in a contextual environment? It's a conundrum that many have pondered upon, and we finally have some answers.
Thanks to a recent study conducted by Bagatini, Rech, Pacheco, and Nicolao in 2023, we now have an insightful perspective on how ecommerce imagery can influence different stages of the customer journey.
The Two-Step Dance of the Customer Journey
The typical customer journey on an ecommerce platform involves two main stages - the evaluation of a product and the actual purchasing decision. During the evaluation phase, potential customers are assessing the product to determine if it piques their interest enough to learn more about it.
The purchasing stage kicks in when customers have decided to buy the product and need assurance that they've made the right choice. The fascinating revelation is that these two stages respond differently to ecommerce imagery.
Stage 1: Clear Vision with Isolated Imagery
During the initial evaluation phase, customers value clarity and comparative analysis. They want to see the product clearly, assess its features, and comfortably compare it with other options. That's where isolated product images win the day.
An isolated product image leaves no room for distraction, allowing customers to focus solely on the product. It offers an unobstructed view, making it easier for customers to compare and choose a product that perfectly meets their needs.
Stage 2: Painting a Picture with Contextual Imagery
Once customers have decided to delve deeper into a product, they want to visualize its usage and fitment into their lifestyle. Contextual imagery plays a stellar role here.
Showing a product in use or within a real-life context aids customers in envisioning how it will gel with their lives. A shirt modeled by a person, for instance, helps customers visualize themselves wearing the shirt.
The Research Verdict
The study by Bagatini et al. (2023) endorses this dual approach, affirming that customers lean towards isolated product images during the evaluation stage, but veer towards contextual imagery while making the purchase decision.
Leveraging this Insight for Your Ecommerce Store
So, what does this mean for your ecommerce business? Well, the playbook seems fairly straightforward. Begin by showcasing your products with isolated imagery to aid customers during their evaluation stage. Once they express interest, it's time to roll out the contextual images, enabling them to imagine using the product.
By employing this two-pronged strategy, you can guide your customers in making informed decisions and enhance the probability of purchase completion.
Conclusion
The role of ecommerce imagery is undoubtedly instrumental in shaping the customer journey. A keen understanding of the dual stages of this journey, combined with a strategic use of isolated and contextual imagery, can help ecommerce businesses create a compelling and effective shopping experience for their customers. That's the art of ecommerce imagery, decoded!
