Using the right sort of image can have a huge effect on your Google Shopping conversion rate. We take a look at 6 things you can do to increase the chance of successful click throughs
1) USE THE RIGHT IMAGES
When we say right images we don’t just mean the right resolution and dimensions. It goes without saying that meeting Google’s specifications is a must. But it takes something more than just meeting specifications.
A good Google shopping image needs to be presented on a white or soft gray solid background. Using patterned, multi coloured or dark backgrounds is a no-go, just like watermarks, embedded logos or text overlays.
Although your product might look good in a certain setting, these types of photos don’t hold up well when they are displayed as a thumbnail in the Google Shopping search results.
Clipping the image and displaying it on a white background will increase the chance of a click through considerably.
2) THINK DIAGONALS
All Google Shopping results are displayed in a square frame. The competition is fierce so grabbing the attention of the customer is no easy task. Using the maximum available space is key if you want to stand out.
During the photography process you should try as much as possible to focus on the diagonal of the images. Products like shoes which are shot from a side view will not use the available space optimally.
The left shoe is shot from a side view while the right one is shot from a diagonal view. This way it shows more detail of the product and fills the available room much more efficiently.
3) CROP SMARTER
Standard eCommerce images are generally not maximally trimmed and will appear too small when used in your PLAs.
A good Google Shopping image should fill at least 75% of the image, but no more than 90%. Cropping excessive white space can do wonders for your conversion rate.
The left example of the red bikini clearly shows the impact smart cropping can have on your image and can be done quite cost effectively.
White space is not only found on the edges but can also take up a lot of valuable space in the center of your product images, as clearly shown in the example on the right. By cropping and re-positioning the top half the image can be displayed much bigger and clearer in the available space.
4) CREATE AN OPTIMIZED VIEW
Smart cropping will get you great results. But you can take the process one step further and optimize the view of your product image by focussing on the most important part.
As the example below clearly shows, focussing on the most important part of your product can really make it stand out. The third and fourth image use optimized focus and can be A/B tested to see which scores the best.
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5) USE YOUR OWN IMAGES
With competition as tough as it is, simply competing on price alone is not enough to stand out in Google Shopping. Set yourself apart by not using the images supplied by the manufacturer but by using your own images.
For a vast range of products, many e-tailers use the same product image. Although convenient, it does not set you apart from the competition. By shooting the product yourself in a different angle or adding something to it in post production, you can make your product really stand out.
6) BE CONSISTENT
Being consistent with your product images is very important. Consistent high quality images improve sales. This is true for your webshop, when you submit them to an eCommerce marketplace like Amazon or eBay and it is very true for Google Shopping.
The recipe is tried and proven. Use a white or light gray background, make sure the lighting is even and clear and always make sure the product is free of blur, noise or other pixelation. Be consistent in the use of shadows and reflections and make sure you use a consistent angle within the same product category.