Visual excellence in e-commerce
Choosing the right visuals and CGI for your digital shelf can be a challenge for beauty and cosmetic brands, in which it is often difficult to convey the subtleties of colour, hue, and aesthetics to customers through a digital medium. High quality visuals are essential for driving engagement and conversion rates on ecommerce sites, but how do you determine which creative content strategy will work best for different categories of beauty and cosmetic product? In this article, we will explore the power of visuals in cosmetic ecommerce and how these digital assets can be used to increase conversions across various categories on the digital shelf.
YOU NEED MULTIPLE IMAGES TO INCREASE CONVERSION RATES
The tangible and deeply personal nature of cosmetics has made it difficult for the sector to complete the transition to online sales channels – compared to, for example, clothing and consumer electronics. When it comes to buying cosmetics online, therefore, shoppers frequently need to see multiple images before making a decision.
A 2018 study commissioned by American data analytics company Salsify revealed that shoppers look at an average of 3-4 images before making a purchase decision. If this is representative of the UK market, it implies that cosmetic brands need to include sufficient visuals and graphic representations to maximise the chance of customers completing a purchase on the spot.
Furthermore, to maximise the impact of product pages featuring multiple images, videos, and CGI graphics, beauty brands should feature different angles of their product and include ‘lifestyle shots’ that add context. For example, sunglasses featured in a beach setting, red carpet makeup worn by celebrity, or sports apparel worn by professional athletes, can give customers an idea of what it might look and feel like when they apply these products in real life situations. Additionally, including one or more close-up shots gives customers a better view of finer product details and colours that may not be visible from afar.
THE POWER OF VIDEO ON THE DIGITAL SHELF
Video content is becoming widely popular on digital shelves as more and more online retailers use it as part of their visual strategy. Videos help create a more immersive experience for customers and provide them with valuable information about product features and benefits that cannot be conveyed effectively through still images alone. Videos also allow brands to create narratives about their products to foster an emotional connection with their target buyer personas, leading to higher sales conversions.
When creating videos for product pages, it’s essential to keep in mind who your target audience is and tailor your video accordingly, so it resonates with them. Product videos should also be kept fairly short (under 1 minute) and focused on one topic or feature instead of trying to cover too many topics at once – which could lead viewers to feeling overwhelmed or confused about the product features and benefits being presented in the video.
SKINCARE VISUALS MUST MEET CUSTOMERS NEEDS AND EXPECTATIONS
When it comes to shopping for skincare products online, there are certain sector-specific visual requirements that must be met for shoppers to feel comfortable making a purchase decision without physically testing out the product first. For example, shoppers frequently seek out ‘before and after’ visuals so they can get a tangible idea of how well these products work, as well as any potential side effects they may experience while using them (i.e., breakouts, incompatibility with his or her skin type etc.). Furthermore, showcasing texture in your video assets and stills brings shoppers up close and personal with your skincare products so they can really see what these products look like when applied directly onto skin before committing to buying them online.
HAIR PRODUCTS HAVE DIFFERENT VISUAL REQUIREMENTS THAN OTHER BEAUTY AND COSMETICS CATEGORIES
The hair care category has unique visual requirements compared to other categories due to the wide range of products suitable for different hair types/colours/textures/lengths etc. To meet customer needs and accurately portray the colour and aesthetics of your products online, brands should focus on telling visual stories around their hair care range instead of merely showcasing isolated products like other categories do (e.g. fashion). This approach involves creating and disseminating visual digital content featuring hair styling tips, life hacks, or showcasing people showing off their new haircuts etc – e.g. through influencer marketing on YouTube or Tik-Tok.
By adopting this lifestyle-centred approach to visual marketing, brands give customers an inside view into what their brand stands for, as well as helping customers envision themselves using these products. This helps drive digital engagement and ultimately leads to higher conversions on online marketplaces.
VISUAL CONTENT MARKETING SUPPORT FROM WK360 IMAGE STUDIOS
Utilising visuals properly to promote your brand and engage your customers is key when trying to expand online sales and improve conversion rates for cosmetic and beauty products. At WK360, we help brands create compelling experiences on their digital shelves through a range of bespoke visual digital assets designed to engage the imagination of their target buyer personas. To find out more or to discuss your requirements, please call 01582 487580 today.
Image Source: Canva
