Online Stores Live or Die by Their Product Photos
Most of our Customers purchase mannequins or forms to sell clothing, shoes, hats, accessories, or all of the above! Since Shoppers cannot touch your goods, Buyers judge your products from your photos (and videos!). While new Sellers know great product photos close sales, they often don’t know how to get started. We know because we receive a lot of questions like “we like your photos, how did you take them?” Many Sellers, especially when they are just getting started, don’t have the resources to hire models and professional photographers but still have great products to sell. In a series of posts, we explain how to increase your sales through better product photos. This first post in this series outlines the different approaches to get started online.
Many Product Photos Fail
Compare the following two photos:
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| Photo shot in bedroom | Photo with field background |
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What does the first photo say about the business? Does it inspire confidence? Does it show the product effectively? Does it help the Buyer visualize using your football equipment? This photo typifies how many small time or new Sellers will attempt to sell their products online. It looks like a photo taken with their cell phone in a bedroom or home office. By contrast, the second photo lets Buyers see themselves on the field wearing your equipment. While it took a little more time and effort to create the second photo, it generated more product sales. Equally important, the composition of the second photo subtly says “this business is professional”. Look again with your Buyer eyes. Which photo screams “new seller” and which photo states “Professional Seller”?
With online sales, you need to accomplish two objectives. Help the Buyers see themselves using your product. Then win their trust that you can deliver. Let’s get started exploring your alternatives for getting great product photos.
What Are Your Options?
To summarize:
Hire a professional [link] – don’t just look at the dollars, consider the tradeoffs of getting online now rather than later with high quality product photos. A pro gets the job done quickly. Given that cash is often tight when getting started you may be able to barter products or services for photos. Although most photographers will not perform work on a revenue sharing approach it doesn’t hurt to ask. Be creative. After all, you’re an entrepreneur!
Rent a photography studio with equipment [link] – if you have the experience and skills, rent a photo studio including cameras and lenses. Before purchasing expensive cameras or lenses, we always recommend testing with loaners or rentals. Nothing beats a side-by-side comparison of images shot with different cameras or even the same camera with different lenses.
Build your own high-end studio [link] – This only makes business sense if you have a lot of product photos to take. Professional photography equipment costs big dollars. With a studio you can vary your product photos. That keeps Shoppers returning to your Store to see what’s new.
Build your own low-cost studio [link] – Professional equipment is just easier to use but that is why you pay more for it. Many new sellers simply lack the cash or don’t want to run up their credit cards for a pro-grade studio. You can achieve good results if you’re willing to put the time and effort into learning how to take product photos and make some equipment.
Get the photos from the manufacturer or distributor [link] – Many manufacturers have professional photos they use for their catalog or websites. It may be possible to use them at little or no cost through licensing or even just asking. If they agree, you can get started online now at minimal cost. Of course, using the same photos as everyone uses makes it harder to obtain better pricing.
Hybrid approach – it’s not all or nothing. You may get started by using photos supplied by the manufacturer or distributor. While you build your own studio hire a professional photographer. As your business grows upgrade your studio and equipment over time. Stay flexible!