Top 3 incorporate eCommerce Product Imagery
Your product photos are one of your most valuable marketing tools for eCommerce and brick-and-mortar brands with an online presence. Eighty-three percent of U.S. shoppers consider product images to be "really" influential in their buying decisions, and those product images convey the nature and esthetics of your goods immediately. But merely putting the product photos on your website is not enough. So where else are you going to place them? You can strategically position these product photos in your marketing campaigns to drive demand and create brand loyalty. This is how you do it.
1. Why Your Images Should Become Texts
Text vs. images. It's a great debate. Do blog posts work better, or do you want to submit text-based ads? They're both working. Creating product images to your customers through text-based marketing (SMS) is the perfect medium for integrating your product images.
The average text response rate is 90 percent, and the average text response rate is about 45 percent. These are significant numbers, particularly when compared to email with an open rate of 20% and a response rate of 6%.
Not only can people open it up and look at it, but they'll get a taste of the actual product. Combine this with pixel behavior (this metric is what customers have looked at on your website) and shopping cart abandonment trackers, and you can bring hyper-relevant product images to a medium where your prospects are bound to look. This is a win-win.
And if you're on the verge of using SMS, be aware that SMS marketing is opt-in only, and that there is no way for companies to advertise to consumers without their permission. For this reason, some consumers who leave their telephone numbers on opt-in forms are asking to be text-marketed.
2. Using Pop-Ups of Product Picture
When used correctly, pop-ups can be a beneficial medium. The top 10% of pop-up campaigns have conversion rates that hover around 10% (which is exceptionally high).
So, reach your tourists with a well-run pop-up that includes product imagery.
Are you ready for the cherry on top of it? Connect a discount to your popup. It doesn't have to be a significant discount (10-15 percent works), but you can certainly add one. Not only are 92 percent of customers using coupons, but adding that Deal gives you something else. It's sending you their addresses. What do you need to send the email? Read on, man. We're going to dive into those inboxes.
3. Email Flows
Emails are still running. Owing to the sheer number of emails that brands send out every day, they have lower open rates and response rates than SMS. But it's way easier to get an email than to get a phone number, and there is still a decent percentage of people out there who open brand emails. The average ROI for email campaigns is outstanding — about $32 in return for every $1 spent.
For eCommerce, emails aren't just good at attracting a few customers — they're a perfect way to tackle the ever-increasing abandonment of shopping cart problems that exist around the eCommerce industry. Did anyone check out a couple of things and leave? If so, please give them a drop out of the cart text. But what if they're not buying?
Please give them your product picture emails every once in a while. For a reason, they pressed "Add to Cart." There was an intention. It would be best if you worked out how to re-engage your customers in a meaningful way.
Sending those emails with product photos included — as with hero banners — is a perfect way to do just that. It reintroduces them to your product in a highly visual way and stimulates an established buying desire in the back of their minds.
You can set up some pretty complex email workflows using the picture of the product. It would be best to find out where you want them to be and where they fit best in your current flow. Let's look at some examples of email flow from Klaviyo (which integrates with Shopify). These are the locations where you can put your product photos to boost sales.
a. Theme triggers
Let's say you've got a blog posting organic topics about the kind of items you're selling. So, maybe you're selling shoes, and you've got a shoe that suits your blog post. When readers have read the entire blog post, give them an email with a tagline like "Looking for the perfect shoe fit? How about the ideal shoe, huh? " Then add rich pictures of your beautiful shoes.
b. Shopping the cart causes abandonment
Did they leave the shoes in your shopping cart? Keep those shoes on their outskirts by sending them discarded cart email streams. Send them an email with a big, bright, beautiful image of your sneakers.
c. Triggers of past purchase
If you're not a cross-selling business, you ought to be. It boosts bottom-line sales by up to 30%. You don't even have to work for it, either. Just by sending an automated email to your cross-sell (or upsell) loaded with gorgeous product photos, you can bring people back to the thought of buying.
d. Trigger Deal
If they send their email in exchange for a discount, consider giving them a product picture based on their browsing activity on your website. People need.
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