The Influence of High Definition Product Images on Consumer Behaviour

There is a saying that goes, “Never underestimate the power of visuals”. You can create a brand, tell a story, establish credibility and engage with customers through Images. Research has found that 65 percent of the general population are visual learners, meaning they need to see information in order to retain it. Why not use this to your advantage?

In this article, we share insights on how to influence consumer behavior through images if you want to create a positive image of your store or products and increase sales.

Let’s start by understanding Consumer Behavior.

Consumer behaviour is a process through which an identifiable group of consumers actually make buying decisions. This includes the forces that influence them in making their decisions in their final choice of a brand/product. There are several forces that influence consumer behaviour but our main focus in this article is on how high-definition images influence a customer to purchase a product. This is because recent studies have shown that 70% of e-commerce website shoppers say the product image is very important when making their purchase decision.

High-definition images and how it influences consumers to make a purchase.

Imagine, you need to buy a new coat. It is raining heavily and the shopping centre is quite far. You did not plan to get out from home this weekend and what for? You can find everything you need online.

You go to an online shop and eventually find the kind of coat that you’ve been looking for. However, there are two coats you have to choose between. The first product has three photos of the coat like the example shown below, a long description, and a couple of reviews from happy clients.

The second product has brief and basic information on fabric composition and size. However, it features a dozen photos and videos of a model wearing the coat like the example below:

You will probably choose the second coat, even if it is more expensive. This is because the quality of this image is higher and richer. Subconsciously, high-quality images affect a customer’s decision regarding purchasing a product.

Visuals noticeably influence consumer behavior based on research. Depending on the quality of images/pictures, customers decide whether they are going to buy a product or not. Accordingly, if you want your store to be profitable, you primarily need to invest in high-definition images which are the main selling factor. How else would you appeal to the customers about how amazing your products are?

How Does High-Definition Product Images Boost Sales?

Images represent your products as a 2D version of the tangible product. As expected, being able to view the product (even through a picture) is one way to help customers decide whether to purchase the product or not.

Here are three ways a good quality image can affect your store and sales.

• High-quality images build customer’s trust and confidence.

High-quality photos overcome the “touch and feel” barrier. According to Practical eCommerce, a customer is three times as likely to make a purchase if the photo sample of the product is of good quality. It helps a customer overcome the common touch and feel barrier that comes with selling online products.

If the photo sample of the product is high-quality, it gives customers a closer look of the actual product and helps them decide whether the product quality is something they like. In many cases, products with high-quality images have a higher sales rate than products with low-quality images.

• Higher color accuracy reduces return rates

A product image with color inaccuracy is one of the main reasons that customers return their products. After all, images are the only thing that helps customers make a decision. In order to diminish returns of merchandise and boost your revenue, you can provide the best possible product images upfront.

Professional and high-definition pictures definitely impact conversions and aids in lowering the number of customer returns, as customers can view images as close as possible to the real product color.

• Close-ups will allow customers to analyze the product

High-quality images are less likely to pixelate when zoomed in and will allow customers to closely analyze the details of the product. When customers can view the images of your product clearly, it gives them certainty and makes them purchase the product thereby increasing sales for your store.

You can relax while Jumia does the work for you.

Jumia always develops means to assist our sellers to improve their store credibility and sales. We have created the Value Added Services (VAS) platform which is a team dedicated to providing high definition images, rich product descriptions, precise product categorization and product unboxing videos for the products in your store.

The packages we offer are below:

• 25 Products are fully optimized for N5,000

• 50 Products are fully optimized for N9,000

• 100 Products are fully optimized for N15,000

You can reach out to us for our VAS services by simply sending an email to studio_vas@jumia.com.ng or click here to send a request.