When faced with low performance indicators at launch, marketers often ignore the importance of the visuals on the site and start looking for problems in the depths: they work on site optimization, rework the offer, create incentive promotions, without seeing what lies on the surface.
It is the product photos and the overall visual concept of brand presentation in the Internet space that can qualitatively change the KPI regardless of the stage of the funnel the buyer is at. Most likely, a consumer who accidentally lands on your site will be carried away by aesthetic and unusual product photos, a person considering your brand for purchase may "catch his eye" on a photo of a famous person who is testing your product and become even more loyal.
Photos of products allow you to see all the advantages of the offer for the consumer, and also close objections. They convey the company's mission and policy regarding social initiatives, ecology, its relevance or conservatism, and also allow the consumer to identify themselves as part of the target audience of a specific offer.
The quality of the consumer experience and the number of returns largely depend on how realistically the products are depicted: color, size, and configuration.
Entrepreneurs order sales texts and landing pages with a certain structure that consistently leads the user through all stages of the funnel. No one is surprised by the existence of technologies and specialists on the market whose sole purpose is to optimize texts, layout and usability of the site to increase conversion. While many neglect the effectiveness of photographs. It is good if they select more or less suitable photos from paid stocks or order a catalog photo of their products, but more often they upload whatever comes to hand as a photo, just to finish the site faster.
Professional photo shoots for social media content are done by very few companies, mostly those that sell cosmetics, fashionable clothes, luxury goods and jewelry, or goods for a young audience. But if you think about it, the clients of energy companies, construction companies, stores selling consumables, etc. are all ordinary people who also draw conclusions from looking at pictures.
