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Web Development

How product images can make or break your user experience

At the start of 2020, Zara went viral for their unusual choice of product imagery, and in doing so highlighted how important good product shots are for not only creating an engaging experience for your customers but also how important it is that they are able to communicate all of the information a consumer needs before making a purchase decision!

Do your images reflect your brand?

While Zara is notorious for their engaging product shots, they most recently decided to showcase a pair of jeans on their website without actually using any models! These “invisible man” jeans generated a strong reaction on social media, with many users commenting on the unusual way the garment had been contorted. Asos continues to set the standard for ecommerce product photography and demonstrates how using attractive product imagery creates another opportunity for positive customer engagement.

For instance, ASOS have previously received positive attention for using models with stretch marks and showing models stomach rolls in bikini images. While these are quite simple touches, the response online illustrates how receptive online customers are to the imagery that is being used to sell a product to them. As well as close up shows of each garment, Asos also offers a “catwalk video” for most items which allows customers to see how an item will fit when moving around. Most recently, they have introduced a new “See My Fit” tool which will enable customers to see 800 different dresses on 16 different models ranging in sizes from 4 to 18.

Optimising your product photography

For online-only brands, your product images will be the first impression that your customers will have of your products, so you want to ensure that you get this right. If your images are poor quality, don’t focus on the key details of your product or don’t help put the products in context, then you could be missing out on conversions because of a disengaging user experience.

If a customer isn’t able to ‘try’ the product before they buy, you need to be able to communicate the value and quality of your products to give customers an experience that is just as engaging as seeing the product in-store. For instance, if your product is a luxury item, is it reflected in the images? Do you have close-up shots that highlight the care and level of detail in your products? If your product is something customers will physically engage with, do any of your images show the item being used so customers can visualise themselves doing the same?

Credit: GymrPro Apparel

New technologies can help you engage your customers

Have you considered making your images dynamic with 360° views? By having a 360 degree product view, you’re allowing your customers to move your product around and see it from every angle. This also means that your site will need far less imagery, as more information can be communicated in one piece of media. This technique also replicates the act of being able to physically pick up and move a product to see it from different perspectives.

Are you thinking of upgrading your product imagery? Get in touch with the team today to see what we recommend for an awesome product page!

Read more of our predictions for this year by downloading our free innovations ebook:

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.