In this week’s Which One Won?, we’ll learn a trick for instantly adding color to a product that may not be very interesting to look at by itself.
In this poll, an e-commerce seller asked a targeted audience of Amazon Prime members which image they preferred for a smartphone tripod set.
Option A is a view of the tripod and accessories. Option B shows a smartphone attached to the tripod with a beachy photograph on the screen. On the left, a hand is using one of the accessories.
Can you guess which one won?
And the winner is… Option B, with a whopping 45 out of 50 votes. The results were nearly consistent across all demographic groups, with one exception: of the four 18- to 24-year-olds surveyed, three opted for A.
Let’s take a look at what we can learn from this poll.
The benefits of adding stock photo
No matter how lovely this product photo is, the product is still a black and chrome tripod. There’s just not a lot of colors there. But in Option B, the seller found a way to punch up the image: not only is there a smartphone, there’s also a stock image on its screen that brings color and action to the table. It’s a great example of how a carefully-chosen stock photo can improve an image when a product isn’t visually exciting.
The stock image got great results: people who chose Option B responded to the parent and child at the beach. One respondent noted that it “adds some color to the image which is good.” Another wrote that it “adds some action to the shot. The other photo is rather static.” Another benefit of the stock photo is that it’s aspirational: it gives shoppers a sense of how fun it would be to use this product. As one participant put it, “I like seeing the product in use, because it helps me visualize using it myself.”
What is it?
As an e-commerce seller, you want two basic elements to be crystal clear when it comes to your product: what it is and how it’s used. If your image leaves buyers unclear as to what they’re looking at, sales will suffer. Option B is better at conveying that the product is a tripod. That’s because the tripod is set up with a smartphone, and there’s a hand using the remote control. One respondent wrote that she chose B “because I need this picture to figure out what this apparatus even is. It’s something I could use but I need to see how it is used to understand it.”
A major part of why B triumphed is that the image made it crystal clear what the product is. Option A is too confusing. Even if the reader knew it’s a tripod, what kind is it? Is it for a traditional camera or a smartphone?
This poll also brought up a great way to add pizazz to an image: stock photos. If your product isn’t the most colorful thing in the world, see if there’s an opportunity to add stock imagery. Is there a smartphone or computer screen you could slap a captivating photo onto? Can you Photoshop your product into a visually-arresting environment or have a model show it off?
One flaw in this poll is that the two options weren’t consistent: each showed different accessories. This may have tainted the results; two people who chose Option B noted the inclusion of a selfie stick as one of the reasons. To avoid this, read up on testing best practices, including the importance of consistency in test options. Then you can create a perfect split test on PickFu to give your business an edge.