Essential product photography basics for online retail stores

The quality of these images defines your customer interactions and dictates the perceived value of both your products and your brand’s image.

The importance of product photography

Your images can make or break your brand and are essential for the success of your store. Their importance lies in building relationships with your customers and turning them into loyal promoters for your brand. When your images are polished and professional, your site visitors are quicker to start trusting your brand and engage with your product page.

A full 67% of eCommerce consumers say that product image quality is very important when selecting and purchasing online.

They are also a key element to your visual marketing strategy that boosts your emails engagement and click-through rate. In your marketing emails and other content, images serve as ambassadors of your brand and nurture visitors closer to conversion.

Product photos enhance all buyer interactions and do a better job at that if they are of high quality. Visuals with colors, especially, boost the reader’s willingness to read by 80%. Your images help you build trust in your social posts, promotional emails, and product pages so keeping them polished and uniform is vital.

Let’s take a look at what kind of images to use and how to make them stand out from your rivals.

 

What types of images to use across your marketing channels

The two main types of images that most brands use across their digital channels are

  1. clean-cut product photos and
  2. in-context or lifestyle photos.

On your product page and on channels closer to closing a purchase (like the checkout page), you should lead with clean-cut, uniform-looking images of your products on a white or light background.

On your product page, the feature image should show your product from the front at an eye-level angle. The rest of the images on the product page, on average a dozen, should showcase the product from all relevant perspectives. You can also include one or two in-context images to boost emotional engagement. Here you are aiming to provide solid visual proof that your product can meet your customer’s needs so they get closer to purchasing.

Your emails, social media, and blog posts are usually further up the marketing funnel. Here, static product images tend to wither. Instead, grab attention with more in-context and lifestyle shots that raise awareness and keep customers engaged. You can also mix in product-only images where appropriate as long as you have the more engaging photos as well.

In your emails and on other content channels, you can use images and videos of your product being used or in its intended environment to engage the user. Use your images to answer questions, explain features, and educate your customers so they are more likely to follow through and land on your product page.

How to take great photos

Organizing a successful photo shoot can be challenging the first time around, but you can quickly streamline it if you follow these simple steps. The three most important elements of a photoshoot are having the right equipment, choosing your background (white or light colored), and using the right lighting.

Let’s take a look at what you’ll need.

Camera
Almost any DSLR will do as long as you have a good lighting setup and background. And with the advance of smartphones, you can even use your iPhone or Samsung device to get professional-quality results.

Tripod
If you’re taking photos of multiple products on a regular basis, it is best to have your camera fixed on a tripod to ensure consistency and avoid blurry images.

Background
The background is one of the key elements when you are shooting product images for your product page. It is vital to shoot on a white or light background that you can later remove in post-processing for a polished and professional look. With in-context images, however, you do have more freedom, and the background becomes one of your creative elements.

Lighting
If there is one key defining factor in photography, that is lighting. If you get your lighting right, all the other steps will be easier. Use natural light, if possible, because it is easier to manipulate. Studio lights need a little more getting used to, but with two or three softboxes you can get good results. If you get your lighting right, you will save a lot of time during post-processing.

 

How to retouch your images to drive engagement

Retouching is essential to create a uniform look across your store and create professional, polished images that engage visitors. Post-processing can include background removal, color correction, mannequin removal, and shadow addition.

Thankfully, there is a world of software solutions for editing images, but if you are working in bulk and time is an issue, you can use an editing service like Pixc. With Pixc, you can create a template and get all your images edited to your specification and returned to you within 24 hours. You can give it a test drive with a free trial here.

Create an email template that converts

Your images are the windows of your email campaigns. Their visual appeal engages your customers more than anything else in your newsletters. In fact, eye-tracking studies have confirmed time and time again that viewers are first engaged by these visual elements. And their type and quality are the deciding factors in making those visitors further engaged with the content.

Emails are one of your most important sales tools. They have the task of both delighting your customers and make them come back to actually read more or complete a purchase. Viewers start at the images and, when convinced, use the other elements of your email template to fortify their decision.

Know your audience, and include visuals in your emails that resonate with them. Segment your buyers, and send emails with different images based on previous purchases or other store data.

Source: Optimizely

But before you send an email out to your entire list, A/B test your images with a smaller segment to see what works best. Experiment with image types as well as size and placement within the email to find the formula that leads to the highest click-through rate for you.

Conclusion

We are wired to process images faster than anything else, and that fact holds strong when making buying decisions. In an ever more crowded ecommerce space, where online retailers compete to get the attention of consumers with decreasing attention spans, the quality of your images is becoming more and more important.

Empower your email campaigns, social posts, and content with quality images to boost your conversion rate and, ultimately, your customers’ lifetime value.

This guest post was written by Rachel Jacobs of Pixc, one of dotmailer’s partners. 

The post Essential product photography basics for online retail stores appeared first on The Marketing Automation Blog.

Reblogged 5 days ago from blog.dotmailer.com

5 ecommerce automation programs that make email an essential marketing channel for retailers

Customer relationships are like any relationship – you need to put in the effort to make them work.  After the initial excitement of meeting, it’s important to keep letting them know you care and are there for them.

This is tricky enough in a 1 to 1 relationship.  When you, a retailer, have hundreds, thousands or possibly even millions of relationships to maintain, it’s impossible to do so manually, so use the tools available to you to take out the heavy lifting without letting engagement suffer.

Luckily, using customer data – their actions or inaction – you can send messages to your base tailored to where they are in their relationship with you, not where you are in your marketing plan.

Event triggered marketing and automation is highly effective way of keeping the love alive, while saving you time and money that you can reinvest in moving your business forward.

Here are 5 simple programs that will help your relationship tick over…

Thank you for subscribing

The first email any retailer should send their customers is, very simply, a thank you.

We’ve all seen stories and statistics on inbox overcrowding, so, if a customer has given you their email address you should recognize this is a privilege and thank them at the point of sign up.

You can extend this ‘thank you’ and send a short, automated welcome series, and use this opportunity to get to know each other better.  Retailers can use this opportunity to educate your new subscriber on the full range of your products, and in turn, invite your customer to provide further data and preferences on your site.

Automated Thank you or Welcome programs, when used effectively, help build brand engagement, trust and set expectations for a positive buyer seller relationship from the start.

Abandon cart

The people over at the Baymard Institute have compiled a survey review of the various reports available on online shopping behavior, and have concluded the average number of people abandoning their shopping cart is just over 69%.  This is a huge amount of potential lost revenue.

Reasons for customers abandoning vary.  They need either more time, more money, or more option to compare so make sure to send a timely reminder that you’re still there when they’re ready to purchase.

Depending on your product, the consideration cycle will range from 30 minutes to 30 days.  Use the insight you have available to target customers with an automated reminder message before they’re enticed away by your competitors. Around 63% of baskets are recoverable – find out more here.

New Information

If, like most retailers, you want optimum brand engagement through having your customers to engage with you across several online avenues then, there should be channel specific benefits to them doing so.

The same is true with email, and retailers can effectively make their beloved customers feel they are getting value from subscribing by automating worthwhile information for them.

Providing that you can get the product feeds into your email platform, you can send customers notifications on new stock, price drops or reviews to keep them engaged during the sale cycle.  Keeping them up to date on what matters most to them is a great way to show you that you really care.

It’s your birthday

As with any good relationship you’re trying to nurture, anniversaries are important.

You can choose what anniversary you want to acknowledge based on what makes sense for your business – sign up date, purchase date (high ticket items),or a customer’s actual birthday.  Using the date provided you can send a short personalized message to commemorate the date and given them a voucher, upgrade or other incentive you see fit.

This personalized touch of surprise and delight creates a deeper relationship and is a quick win to keeping your customers happy.

We miss you

If it looks like your customer is losing interest, you don’t have to let them walk away.

Convincing them to stay is easier when they’re still with you than once they’ve unsubscribed.  If a loyal customer has stopped buying from you then treat this like anyone else you’re trying to win over.  Make the effort to get in touch, help them feel special, remind them why you’re good for them, and if needs be, maybe give them a little incentive to come back to you.

Done well, the act of recognizing the relationship isn’t what it was will reignite the feeling that were once there, and if not, then, you tried and you know it’s over.

 

The Golden rule is that if you’ve got the data, you can automate the message. Start simple and scale, it’ll make all the difference to your relationships.

The post 5 ecommerce automation programs that make email an essential marketing channel for retailers appeared first on The Email Marketing Blog.

Reblogged 6 months ago from blog.dotmailer.com

The secret to writing awesome local content

Great content is essential for success in local SEO, but unfortunately, a lot of local business websites are sorely lacking in this area. Columnist Greg Gifford shares his advice on how to write excellent website copy for local SEO.

The post The secret to writing awesome local content appeared…

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

The Local SEO Playbook To Increased Visibility And Customer Acquisition

Columnist Thomas Stern discusses five essential components of local optimization that increase online exposure and drive offline traffic to brick-and-mortar stores.

The post The Local SEO Playbook To Increased Visibility And Customer Acquisition appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 1 year ago from feeds.searchengineland.com

Exposing The Generational Content Gap: Three Ways to Reach Multiple Generations

Posted by AndreaLehr

With more people of all ages online than ever before, marketers must create content that resonates with multiple generations. Successful marketers realize that each generation has unique expectations, values and experiences that influence consumer behaviors, and that offering your audience content that reflects their shared interests is a powerful way to connect with them and inspire them to take action.

We’re in the midst of a generational shift, with
Millennials expected to surpass Baby Boomers in 2015 as the largest living generation. In order to be competitive, marketers need to realize where key distinctions and similarities lie in terms of how these different generations consume content and share it with with others.

To better understand the habits of each generation,
BuzzStream and Fractl surveyed over 1,200 individuals and segmented their responses into three groups: Millennials (born between 1977–1995), Generation X (born between 1965–1976), and Baby Boomers (born between 1946–1964). [Eds note: The official breakdown for each group is as follows: Millennials (1981-1997), Generation X (1965-1980), and Boomers (1946-1964)]

Our survey asked them to identify their preferences for over 15 different content types while also noting their opinions on long-form versus short-form content and different genres (e.g., politics, technology, and entertainment).

We compared their responses and found similar habits and unique trends among all three generations.

Here’s our breakdown of the three key takeaways you can use to elevate your future campaigns:

1. Baby Boomers are consuming the most content

However, they have a tendency to enjoy it earlier in the day than Gen Xers and Millennials.

Although we found striking similarities between the younger generations, the oldest generation distinguished itself by consuming the most content. Over 25 percent of Baby Boomers consume 20 or more hours of content each week. Additional findings:

  • Baby Boomers also hold a strong lead in the 15–20 hours bracket at 17 percent, edging out Gen Xers and Millennials at 12 and 11 percent, respectively
  • A majority of Gen Xers and Millennials—just over 22 percent each—consume between 5 and 10 hours per week
  • Less than 10 percent of Gen Xers consume less than five hours of content a week—the lowest of all three groups

We also compared the times of day that each generation enjoys consuming content. The results show that most of our respondents—over 30 percent— consume content between 8 p.m. and midnight. However, there are similar trends that distinguish the oldest generation from the younger ones:

  • Baby Boomers consume a majority of their content in the morning. Nearly 40 percent of respondents are online between 5 a.m. and noon.
  • The least popular time for most respondents to engage with content online is late at night, between midnight and 5 a.m., earning less than 10 percent from each generation
  • Gen X is the only generation to dip below 10 percent in the three U.S. time zones: 5 a.m. to 9 a.m., 6 to 8 p.m., and midnight to 5 a.m.

When Do We Consume Content

When it comes to which device each generation uses to consume content, laptops are the most common, followed by desktops. The biggest distinction is in mobile usage: Over 50 percent of respondents who use their mobile as their primary device for content consumption are Millennials. Other results reveal:

  • Not only do Baby Boomers use laptops the most (43 percent), but they also use their tablets the most. (40 percent of all primary tablet users are Baby Boomers).
  • Over 25 percent of Millennials use a mobile device as their primary source for content
  • Gen Xers are the least active tablet users, with less than 8 percent of respondents using it as their primary device

Device To Consume Content2. Preferred content types and lengths span all three generations

One thing every generation agrees on is the type of content they enjoy seeing online. Our results reveal that the top four content types— blog articles, images, comments, and eBooks—are exactly the same for Baby Boomers, Gen Xers, and Millennials. Additional comparisons indicate:

  • The least preferred content types—flipbooks, SlideShares, webinars, and white papers—are the same across generations, too (although not in the exact same order)
  • Surprisingly, Gen Xers and Millennials list quizzes as one of their five least favorite content types

Most Consumed Content Type

All three generations also agree on ideal content length, around 300 words. Further analysis reveals:

  • Baby Boomers have the highest preference for articles under 200 words, at 18 percent
  • Gen Xers have a strong preference for articles over 500 words compared to other generations. Over 20 percent of respondents favor long-form articles, while only 15 percent of Baby Boomers and Millennials share the same sentiment.
  • Gen Xers also prefer short articles the least, with less than 10 percent preferring articles under 200 words

Content Length PreferencesHowever, in regards to verticals or genres, where they consume their content, each generation has their own unique preference:

  • Baby Boomers have a comfortable lead in world news and politics, at 18 percent and 12 percent, respectively
  • Millennials hold a strong lead in technology, at 18 percent, while Baby Boomers come in at 10 percent in the same category
  • Gen Xers fall between Millennials and Baby Boomers in most verticals, although they have slight leads in personal finance, parenting, and healthy living
  • Although entertainment is the top genre for each generation, Millennials and Baby Boomers prefer it slightly more than than Gen Xers do

Favorite Content Genres

3. Facebook is the preferred content sharing platform across all three generations

Facebook remains king in terms of content sharing, and is used by about 60 percent of respondents in each generation studied. Surprisingly, YouTube came in second, followed by Twitter, Google+, and LinkedIn, respectively. Additional findings:

  • Baby Boomers share on Facebook the most, edging out Millennials by only a fraction of a percent
  • Although Gen Xers use Facebook slightly less than other generations, they lead in both YouTube and Twitter, at 15 percent and 10 percent, respectively
  • Google+ is most popular with Baby Boomers, at 8 percent, nearly double that of both Gen Xers and Millennials

Preferred Social PlatformAlthough a majority of each generation is sharing content on Facebook, the type of content they are sharing, especially visuals, varies by each age group. The oldest generation prefers more traditional content, such as images and videos. Millennials prefer newer content types, such as memes and GIFs, while Gen X predictably falls in between the two generations in all categories except SlideShares. Other findings:

  • The most popular content type for Baby Boomers is video, at 27 percent
  • Parallax is the least popular type for every generation, earning 1 percent or less in each age group
  • Millennials share memes the most, while less than 10 percent of Baby Boomers share similar content

Most Shared Visual ContentMarketing to several generations can be challenging, given the different values and ideas that resonate with each group. With the number of online content consumers growing daily, it’s essential for marketers to understand the specific types of content that each of their audiences connect with, and align it with their content marketing strategy accordingly.

Although there is no one-size-fits-all campaign, successful marketers can create content that multiple generations will want to share. If you feel you need more information getting started, you can review this deck of additional insights, which includes the preferred video length and weekend consuming habits of each generation discussed in this post.

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Reblogged 2 years ago from tracking.feedpress.it