360 Degree Product Photography

Fairly unimpressive photo to the right, huh? It definitely doesn't inspire me to make a purchase. In fact, I know I'm not going to make this online purchase because there are no other photos of the top, bottom, back, front or opposite side. I'm not going to purchase a shoe that I can't visualize on me. Yet, I really want a pair of moccasins, so I'm going to leave this website and try to find a better one.

Sadly, this example demonstrates most e-commerce product photography - incomplete and non-compelling. Until recently, it has been the standard but times are changing as quickly as sales continue to migrate from brick-and-motor to online.

This provides you with a chance to grab low-hanging-fruit resulting in increased market share and sales. How? By having professional, complete product photography on your website. The answer sounds underwhelming in the context of this post, but the fact is that most e-commerce companies are doing a poor job. The "big guys" can't keep up with the quantity of products they need to photograph and the small- to medium-sized internet retailers are either afraid to allocate budget dollars or simply unaware of the importance of visual impact on sales.

This is why I suggest using a professional photographer. That way, you can focus on what you do best and he/she can focus on what they do best. The images on your homepage are equal to your first impression and you want to make the best one possible or it will be your last. So, I heartily suggest taking another look at your website and seeing how you can improve the product photography.

Finally, here's the industry inside scoop on where e-commerce product photography is already headed and you've probably seen some examples. Orbiting product photography. Also called 360 degree product photography, 3D product tours or rotating product photography it will be the new standard for online stores. The idea is to virtually place a product in the hands of the customer so that they can spin it around and look at all sides. Industry leading Motorcycle Superstore is implementing this multi-media. Check out this Element Fastrack Helmet and click on the 360 degree icon to see it spin around.

More to come on orbiting product photography in my next post. Also, be on the lookout to discuss the topic of whether or not e-commerce companies should hire in-house photographers or use a third party.

Remember, never be content with your content!