How do you measure the impact of your product photography on sales?

1 Define your goals and metrics

Before you start measuring the impact of your product photography on sales, you need to define your goals and metrics. What are you trying to achieve with your product images? What are the key indicators that show how well your product images are performing? Depending on your business objectives and strategy, you may want to focus on click-through rate (CTR), conversion rate (CR), average order value (AOV), return rate (RR), or customer satisfaction (CS). CTR measures the percentage of visitors who click on your product images, CR tracks the percentage of visitors who buy your products after viewing them, AOV is the average amount of money spent by customers who buy your products after viewing them, RR is the percentage of customers who return your products after buying them, and CS is the degree of satisfaction or dissatisfaction expressed by customers who buy your products based on your product images.

2 Choose your tools and methods

Once you have defined your goals and metrics, you need to choose the tools and methods that will help you measure the impact of your product photography on sales. Analytics tools, such as Google Analytics, Shopify Analytics, or WooCommerce Analytics, can be used to track and compare the metrics mentioned above for different product images and pages. A/B testing tools, like Google Optimize, Optimizely, or Visual Website Optimizer, allow you to create and run experiments to test different versions of your product images and pages. Feedback tools like Hotjar, SurveyMonkey, or Trustpilot enable you to collect and analyze feedback from your website visitors and customers. These tools can be used to ask questions, conduct surveys, or collect reviews and ratings on your product images and pages.

3 Analyze your data and results

After you have chosen your tools and methods, you need to analyze your data and results to measure the impact of your product photography on sales. Look for patterns, trends, correlations, and differences that show how your product images affect your metrics and goals. Ask yourself questions such as: which product images have the highest or lowest CTR, CR, AOV, RR, or CS? How do different product images perform on different devices, browsers, or platforms? How do they perform on different categories or segments of the customer journey? Do different product images perform better in certain seasons, events, or promotions? How do they compare to your competitors' or industry benchmarks?

4 Optimize your product photography

To optimize your product photography and improve sales and customer satisfaction, you need to identify the best practices, tips, and recommendations. For example, use high-quality images that showcase your products from different angles and perspectives on a white or neutral background. You should also consider natural or artificial lighting to enhance the colors, textures, and details of your products. Additionally, you can use color variations, zoom features, or video clips to allow customers to see your products more closely and realistically. Furthermore, consider lifestyle or contextual images that show your products in use or in relation to other products or people. Lastly, user-generated or social proof images can show your products as reviewed or recommended by other customers.

5 Monitor and update your product photography

Finally, you need to monitor and update your product photography to maintain and increase your sales and customer satisfaction. You need to keep track of your metrics and goals and test new variations and improvements of your product images. You also need to keep an eye on your competitors and industry trends and adapt your product photography accordingly. You need to remember that product photography is not a one-time task, but an ongoing process that requires constant attention and optimization.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?