Pictures are Increasing in Importance
Back in February 2004 we wrote about the need to provide large images of products so people can get a close up view. In recent months we have run WebIQ on a number of sites and the findings not only reinforced the importance of pictures but has also raised the bar. Consumers seem to want to reach out and touch the products they are considering. Here are some examples of what the consumers are asking for:
- Pictures of the inside of furniture and appliances “I want to see pictures of the refrigerators interior and exterior, both the freezer and the cold foods parts”
- Pictures from different angles “I need 3-D views of the product; I cannot buy because I cannot see the details that I need to make the purchase decision”
- Larger and close up views “Make enlarged pictures even bigger so I can really check the product out!”
Example:
Another increasingly popular feature that is the ability to view products in different colors. The best way to implement this is to have the various color swatches available adjacent to the product and provide “click on a swatch to view a different color” instructions. When the swatch is clicked, the product should change color but not its position within the image. If views from other angles are available, those images should maintain the last color selected until the visitor changes it. Example:
The message is clear:
Pictures are very important for the site whether you are true e-commerce, sales support, or promoting a brand. Consumers are expecting and demanding more functionality in this area. Upgrade your capabilities in this area and you will gain competitive advantage.