Have you been struggling to make sales lately despite your unique and well-researched and crafted jewelry designs? Maybe, it’s your jewelry images.
Look again. If you were your customer, would you buy your design?
As long as we’re talking about online shopping, the impression you make on your potential customers is linked to the quality of your visual content.
An eyetracking study revealed that online users approached visual content differently. Decorative and irrelevant images were ignored while product photos were heavily scrutinised as it could lead to a possible purchase. In fact, 78% of online shoppers preferred more product images from e-commerce sites. These shoppers rely on it more than customer reviews when it comes to understanding what you are selling them.
If you’re an in-store jeweler, the force of high-quality jewelry photography should all the more drive you to amp up your visual content presentation. This is because 43% of 24,000 shoppers surveyed worldwide admitted to having a preference for researching online when shopping for jewelry and watches, although 49% favoured to make purchases in-store while 32% of shoppers are highly likely to make purchases online.
Either way, the statistics don’t only justify the importance of having a visual content, but it also raises concern about the quality of images you’re putting out for your potential customers to see. If you’re still feeling a bit lost, here are five common ways your jewelry images are killing your sales and conversion rate.
1. Cluttered background
If you want to attract your customers in 8 seconds, cluttered backgrounds are not a way to invite them in. Customers should be able to look at your images and be able to understand what you’re selling them immediately. They should be able to see all the intricate details and, in the absence of touch, visualise how it would feel to wear them.
The problem with a cluttered and complex background is the way it takes away your customers’ attention from the product. When you’re selling jewelry, your piece should be the centre of attention. Because of the designs and the emotional reasons behind every purchase, you should trust that your jewelry could do the sales talk alone if you do your photography right. It has the power to create a visceral appeal that is favourable to you so make sure you present an aesthetically pleasing jewelry image without a busy background.
This is why e-commerce platforms, like eBay and Amazon, follow product photos requirements that support the concept of clean, simple, and uncluttered backgrounds; hence, the popularity of white background jewelry photography.
2. Some angles are missing
Your customers are researching for jewelry online. It is, therefore, your responsibility to solve the gap emerging from their inability to touch your jewelry. Make sure to show as many images as you can so they can view the product from all angles. This technique makes them feel like they’re holding your product. Having said that, even if you’re selling a single piece of a rare pink diamond engagement ring, this piece would be difficult to sell if they can’t visualise how it feels when it’s worn.
Some e-commerce platforms like Etsy allows you to upload 10 product images. If you’re starting an online jewelry business, it is recommended to maximise those spaces as it will help your customers see your product from every angle which means, you’re not hiding anything. It will also make you look more credible than thousands of your competitors.
3. No zoom capability
Aside from showcasing your jewelry in various angles, allow your customers to enlarge your jewelry product images for a closer look so they can thoroughly see the tiny details. For example, if you’re selling a wedding band with a milgrain edge, your customers will be delighted to be able to zoom in on those edges and admire the tiny beads decorating the band.
Zoom-in capability plays a role when online shopping or product researching. While 67% of shoppers prefer detailed images more than product descriptions, 61% believe that the zoom in capability would help them make a better buying decision.
4. Inconsistent lighting
Without light, photography would not have existed; hence, understanding the different lighting techniques is one of the key principles of professional jewelry photography.
We all know that different lighting can produce different effects which may lead to a misrepresentation of your product. You wouldn’t want customers that would complain to you after buying your product, saying it looks far different in the picture. The best way to take pictures of your jewelry is to use diffused lighting as it is neither direct nor harsh but would rather give an even light distribution.
Another great jewelry photography lighting tip is to avoid using the on-camera flash as it is too bright and may create harsh shadows that are not really good for your jewelry.
5. Blurry jewelry product images
Not only do the customers need detailed images, but 67% of shoppers are also highly likely to buy from retailers with clear product images. If you show a low-quality image, your customers may suspect that you are hiding some flaws from their sight. This would easily put them off from buying. When you make them doubt, you’ll lose them for good.
Make sure to focus only on the entire piece to get a clear, sharp, and appealing outcome. Ensure that all corners are clearly visible for the customers to not miss a single detail. Your product images are the image of your brand so make sure that every time you present it to your customers, it is building and sustaining trust, not the other way around.
“Take the whiskey, why do some people chose Jack Daniel’s, while others choose Grand Dad or Taylor? It isn’t the whiskey they choose, it’s the image.” – David Ogilvy, Ogilvy on Advertising
The global jewelry market is expected to grow at an annual rate of 5% for the next five years, while the fine jewelry online retail is said to increase at a much faster rate of about 20% by 2020. This goes to show that the entire jewelry industry is sparkling. Don’t let simple photography blunders stagnate your sales.