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Michael Hartman speaks about product image optimisation for Amazon product listings.
Main image
- Keep it as ToS compliant as possible
- Helps avoid a competitor reporting it
- Include the packaging in the image
- White background, shadows are okay for product image optimisation
- Take everything out of the box and lay it out – looks like they’re getting a lot of value for their money
- Use props in image only on the lower value products, don’t risk it on the higher value products
- Not worth risking it for the high value products
Cropping for mobile
- Ensure the image vertical side is full up and down to ensure Amazon doesn’t crop it
- Always check your renders on mobile devices to maximise your product image optimisation
3D Renders
- Using it more lately
- The 3D Render artists are busier now than the in-house photographer
- It’s a lot faster to change colour variations on renders
- A-B Testing of images is a lot faster with 3D Models
- Use shutterstock images and then render in the 3D models into it
- Quality is key in doing this too – need a good quality 3D Artist to get images done properly
- It’s so good you can get away with a lot less photography
- Using a photo of the product to be the texture on the 3D Model to make it look realistic
Lifestyle Images
- Lifestyle images are not photos but are 3D Models and photoshop images superimposed
- Doing photos with 3D Models for around $500
- Show how the product is being used in real everyday life
- Use 2-3 Lifestyle images of your 9 images on the listing
Text Annotations
- Used in the feature images to point out benefits and features
Infographics
- Tried to do a lot of comparison charts – us versus the competitor product
- Checkbox with green and red
- A card-stacking argument for your product
- Use comparisons in your feature images
- Cruelty free for health and beauty
- A portion of our proceeds go to a non-profit is a new thing Michael is doing
- Include all the other products you carry in the last image
Telling your Story
- Image no.2 is the display image with the features
- Text overlay pulling out the key features
- Image 3&4 are the lifestyle images, show size of the product
- Show the activities it’s used for / in to build an emotional response
- Remaining images use the entire product set for the family of products being sold
- Use an infographic for the 2nd Image that shows all the uses for the product
- Technical information for later ones
- Comparisons with other competitor products (in silhouette) in another image
- Always A/B test your images
Testing
- Test images by changing only one image at a time to get one data point to measure
- Features images – maybe the text annotations are not covering all the needs of buyers in that category
- In some the lifestyle photos go better on the 2nd in others its the last image depending on the category
- If you have a poor conversion rate then look at the main image and try changes there first
Enhanced Brand Content
- Using around 7 images in the EBC
- Using some text as well depending on what you’re selling
- Always put a satisfaction guarantee on the EBC to build trust in the brand
- Also add in the charity or portion of proceeds mentions in here – improves conversion rates
Conversion Rate
- Doubled the conversion rate through optimising a listing
- Titles, images and price are the big things for moving the needle on conversions
- Amazon customers eat with their eyes
- Adding EBC to a listing will give a 5% boost
- Optimising images can double conversion rate if done correctly