Do you want to make the buying decision a painless activity for your customers? In this post, we’re going to discuss one of the jewelry eCommerce tips mostly ignored by jewelry retailers – CONSISTENCY. Read on to know how you can make your jewelry images appear consistent on your eCommerce website to boost repeat purchases and brand recall.
“Consistency and repetition can boost your branding but more importantly, it can increase your revenue by 23% as your identity gets instilled in your customers’ mind; thereby, attracting repeat purchases.”
CONSISTENCY is one of the six principles of persuasion outlined in the book of Dr. Robert Cialdini, a Professor of Psychology and Marketing. A standardized approach, particularly in presenting and listing your jewelry products, can guide your customers towards a painless buying decision – a decision that favors your bottom line and your brand. With the cutthroat competition in eCommerce, customers are becoming more careful about every purchase and more informed in making one. This is because switching products and companies only involve non-negligible switching costs. Competing jewelry brands are always a click away, presenting minimal barriers to customers who will want to switch brands or products.
To avoid losing sales, jewelry retailers focus on consistency and quality, especially in product images and content. They take extra effort to deliver detailed jewelry product information through consistent image quality, and product data attributes to give customers a clear view of the product. There are different ways you can do to ensure consistency in your jewelry images, and we’ve listed some of the ways for you so, read on!
“Consistency improves customer experience and benefits your brand. It builds trust and confidence in your site, giving you more opportunities to increase your browser-to-buyer conversion rate.”
Jewelry E-Commerce Tips: How to Keep Your Jewelry Images Consistent on Your Website
Here are five ways to keep your jewelry images consistent on your website for improved customer experience.
Tip #1: Use the same angles when photographing jewelry products
One way to achieve consistency is to make sure your jewelry products are photographed using the same angle, so there’s a sense of harmony when you list them on your website. As shown in the sample image above, Tiffany & Co. is very consistent when listing their jewelry pieces. All rings are in front view, making it easier for the customers to see and examine the design or the crown if there’s a gemstone in place.
If you want to be ultra-consistent, you can choose to photograph your jewelry products at the same exact angle or degree. Other jewelers and/or photographers execute this by documenting the exact measurement and position of the tripod, the workshop table, and the camera; this way, it will be easier for them to recreate it, especially if they’re not photographing all jewelry pieces on the same day. However, be mindful of your time as this may be too time-consuming and not too necessary. Your customers will not measure every angle of every product listing just to check if they’re technically accurate. The best way to go is to ensure aesthetic consistency as depicted in the image of Tiffany & Co. and Picup Media. There’s obviously a sense of order. The presentation is powerful, and it’s beautiful to look at.
Tip #2: Take better jewelry photos with your smartphones using the camera grid
If you’re using your smartphone in photographing jewelry products, as shown in the GemLightbox image above, using the camera grid can help you improve the quality of your image, including the photo composition. The camera grid is an effective feature to use when you want to capture specific frames perfectly as it divides the frame into thirds both horizontally and vertically, making it easy to remember and recreate. It’s a simplified no-sweat approach to framing photos. If you’re a fan of the essential and popular photography technique called, ‘the rule of thirds’, this will also come in handy.
Tip #3: Always work with the same post-production expert
Achieving consistency begins with the people you work with. If you’re hiring post-production experts to polish your jewelry images, take the time to find the ones who understand your industry, so you don’t spend too much time going back and forth when it comes to delivering quality results. Once you found the right one, stick with them to save time, money, and effort.
Working consistently with your post-production expert is another way to keep your jewelry products consistent because they already know your specific image requirements. It’s also vital that you’re both on the same page, which means they know your industry well so they can make suggestions, tips, and recommendations on how to further improve your jewelry photos and jewelry photography processes. As shown in the image above, we, at Picup Media, worked with different jewelry brands for years by delivering jewelry photo retouching services and jewelry digital solutions. Being jewelers ourselves, PicUp Media has been immersed in the jewelry industry enough to be inspired by digital solutions. This brings us to tip #4.
Tip #4: Invest in jewelry photography solutions that make you achieve consistency with one click
A good jewelry photography solution is a practical long-term investment if you’re a jeweler who constantly takes photos of your jewelry pieces. For instance, the GemLightbox is a jewelry photography solution designed specifically for jewelers. It’s a plug-and-play lightbox system built for simplicity, convenience, and consistency. When you photograph jewelry pieces using the GemLightbox, you can be assured that you’ll always get the same shade of white background, color temperature, and lighting. Since you don’t need to set it up every time you need to photograph jewelry pieces, there’s no need to worry about jewelry lighting setups, which are sometimes time-consuming as it requires proper positioning of lights to illuminate your subject well.
The GemLightbox doesn’t require you to be a pro. As mentioned by Sapphire Export in one of the product reviews, anyone of your staff can just pick up a smartphone or SLR and begin taking jewelry photos or capturing 360 jewelry videos for you.
Want to see how we photographed the cluster of rings above? Don’t forget to click the link below.
Tip #5: Always use the same background for the main photos
While pure white background photos and patterned ones (and/or lifestyle) have different marketing purpose, exert effort to ensure that the main photos on your product page appear consistent. The best and easiest way to have this consistency is by using a white background. As shown above, the first image looks distracting while the second one looks professional, neat, classy and premium. Of course, it’s subjective, but if you’re going to follow the statistics and the eCommerce leaders, there’s a reason why a pure white background is an image requirement for a platform like Amazon. The sense of order invites customers to examine the products further, not to mention that white blends well with other colors and relaxes the customers’ eyes. When your background doesn’t strain their eyes, you give their eye muscles more strength to browse through your product listing pages, which means a reduction in bounce rate.
Got more tips up your sleeve?
Do you know other jewelry e-commerce tips for mastering product image consistency? Leave your comments below.
Looking for photography outside of jewelry? No worries, we can recommend you this comprehensive guide by Groom and Style.