Why Visual Shopping Experiences Increase Online Conversion Rates?

Human brains can interpret images 60, 000 times faster than text. This neurological truth is a major factor in how people decide to buy things online today. 

Today, I will address quite a common query: How visual merchandising increase conversions? Ready? 

Even though I am an entrepreneur, I am also a customer myself. So, this approach helps me to understand both perspectives. 

Also, I can identify more opportunities to do better. 

I hate standard product listings. In fact, I dislike the very small images and long, dense text descriptions.

I feel like it makes it difficult for customers to understand products. 

On the other hand, a visually oriented shopping experience starts with attractive pictures. 

So, it is much more effective to instantly convey the message.

Also, this is something that could need a lengthy description to explain.

What Is The Importance Of Visual Merchandising?

Before I start answering how visual merchandising increase conversions, I would take a moment to explain what it is all about. 

Retailers that utilize high-quality visual experiences can expect to see a 20- 40% increase in their conversion rates in comparison to product pages with mostly text. 

These enhancements are not just minor adjustments but revolutions in how efficiently online stores can change browsers into buyers. 

Knowing how visual merchandising increase conversions not only provides a great moment for enjoying them but also shows more ways that retailers can fine-tune their conversion performance.

How Visual Merchandising Increase Conversions Online?

These are a few ways that explain the constriction of visual merchandising in increasing online conversion rates. Let’s look into it: 

1. Overcoming The Physical Examination Gap

The biggest problem for customers when shopping online is that they can’t touch, feel, or closely see the products before purchase. 

This difference between online and in-store shopping leads to the customers’ hesitation, which results in non-purchase. 

Great visual experiences are able to reduce this difference to a very low level.

They just present products from different angles. Additionally, they also shoot pictures in scenes of usage.

Also, they are providing zooming features that allow customers to check frequencies that they would normally check in physical stores.

A 360-degree product photography solution allows customers to rotate the product and see it from all sides. 

When the customers can effectively examine the products via interactive visuals, the feeling of the risk involved in purchasing an item that they have not initially seen becomes almost insignificant.

2. Creating Emotional Connections Through Lifestyle Imagery

Products bought just for utilitarian reasons won’t gain as much from an emotional connection.

But in fact, most purchases have some aspirational component. 

Lifestyle photos illustrating the products being used in desirable circumstances evoke feelings that lead to purchasing. 

After all, people are not simply buying the furniture. But they are buying the lifestyle that the furniture depicts.

Styled photography conveys the different ways a product can be used. Additionally, it consequently sparks customers’ creativity.

Then, it comes up with uses that the customers might not have thought of from just looking at the product. 

Mixing bowls, as a single product, only serve the purpose of mixing. 

However, how will you feature those exact same bowls in a magazine? Firstly, you will put them in a stylish kitchen setting.

Additionally, you will pair it up with a tasty meal being prepared. So, it not only arouses craving.

Rather, it also visually narrates to the customers. They receive a feeling that they can use the products in the same way as shown in the image.

3. Building Purchase Confidence Through Visual Information Density

Detailed visual product information is a strong weapon against the uncertainty that often leads to cart abandonment. 

You just have to wait till consumers can visualize their purchases from various angles in high resolution. Then, their inquiries and skepticism naturally go down. 

So, the main goal for you is to instill such assurance. This is especially key at the very last stage of checkout.

This is when a lot of sales are lost due to last-second indecision.

Size comparison images with common items or related goods beside them assist customers in making the right choice. 

If a laptop is placed next to a coffee cup and a person’s hand, its scale is understood immediately and much more effectively than by simply stating the dimensions in centimeters. 

These kinds of visual cues are comprehended right away; thus, no mental conversion calculations are needed.

4. Implementing Visual Experiences That Actually Perform

The technology requirements for rich visual shopping experiences have become accessible to retailers of all sizes. 

Additionally, I must mention that professional product photography remains important. But implementation no longer requires custom development. 

Platforms serving as a digital catalog platform provide the infrastructure for presenting products visually without building everything from scratch.

Image optimization ensures visual richness doesn’t compromise page load speed. 

Also, you must serve the high-resolution images efficiently through responsive sizing.

Additionally, you can use modern formats like WebP. In fact, you can also make good use of content delivery networks. 

Visual experiences that load slowly defeat their purpose by frustrating customers before they can appreciate the quality.

How Visual Merchandising Increases Conversions And Compounds Effect On Business Metrics?

Visual shopping experiences are not only good for conversion rates. In fact, they significantly decrease return rates.

They are providing the customers with a clear idea of what to expect. 

Also, visually answering the customers’ queries leads to fewer support inquiries. 

Furthermore, visually presenting the complementary products makes customers more prone to buying them, thus raising the average order value. 

These separated benefits combined contribute to the business having a larger total impact than simply the direct conversion improvement.

When the first purchase is consistent with the customers’ expectations, the lifetime value of the customer increases. 

Happy customers make repurchases and share with others. So, what remains as the basis of that happiness? 

It is that the visual product presentation closely matches the product that the customers get in the end. 

The all-around visuals during shopping are exactly what make such an agreement between expectation and reality.