ALIGN
Product Photography & Purchase Decisions
How does product imagery, in all its forms, impact the purchase decision?
As we've seen in past benchmark reports, product content is most important when shoppers begin their detailed evaluations.
In fact, imagery and rich media is key to the persuasion process:
0%
of shoppers state that high-quality product multimedia (such as videos, 360-degree spin images, augmented reality) has persuaded them to purchase something they initially didn’t think they needed or wanted.
+3 points
compared to last year
Image galleries play a crucial role in the product content journey by hooking shopper attention from the onset. Much like a book's cover, product images determine whether someone will explore further. Today, there are many types of image options to include on a product detail page (PDP). The following question explores which image types are most important to consumers.
The Most Important Product Photography Types, According to Consumers:
360-degree photography that you can spin to see all angles—74% find this somewhat or very helpful
Imagery that shows benefits or features of the products in text alongside the product photography—72% find this somewhat or very helpful
Lifestyle imagery that shows the product being used—69% find this somewhat or very helpful
Customer/user-submitted photography—67% find this somewhat or very helpful
Imagery that shows scale relative to a person or other object—63% find this somewhat or very helpful
Hotspot images: interactive buttons/icons that show you information about specific areas/aspects of the product when you click or hover—59% find this somewhat or very helpful
FIGURE 15
Imagery that shows the product package interior—59% find this somewhat or very helpful
GIFs or animated video showcasing how the product will be assembled upon arrival—54% find this somewhat or very helpful
Augmented Reality (AR) media that allows you to view the product in your room using your smartphone camera—44% find this somewhat or very helpful
