IBM Global Catalog Operations Importance of images for IBM's internal marketplace July, 2009
Why all the fuss over pictures? Images are an essential element of every e-commerce web site. If unable to capture the attention of potential customers and illustrate your product, your audience will find an alternative solution to their need. While IBM Global Procurement is not attempting to "capture a sale via our internal market place, this concept is even more critical for IBM requesters. If an employee must phone for assistance to ensure proper catalog item selection or, worse yet, they select the wrong product, we have failed to implement a true hands-free solution. In many cases, a simple image could have prevented this scenario. When shopping online, nothing provides more peace of mind than an image that reinforces your perception of in what you are about to invest. Conversion rates on e- commerce Web sites are approximately 80% higher for the same or similar items compared to those with no image. For our internal marketplace, images are worth 1000s of hands-free transactions. Boosting shopper confidence equates to a reduction in the time and frustration with completing a transaction. Our goal is to ensure each catalog order is correct the first time--without the shopper requiring assistance with additional details. IBM Catalog Operations has completed work to ensure our internal systems can now display multiple images for catalog items (see page 5). As we proceed, we will continue to expand our focus by targeting additional areas that will improve the quality of our catalog solution. Yet in regard to usability and shopper confidence, none is expected to have a greater impact than that of item images. As a team, we must ensure our suppliers realize the positive impact that images have on the shopping experience for our requesters as well as the potential impact on their sales and customer satisfaction. 2
Illustrating the importance of images for IBM's marketplace Increases revenue via higher conversion rates. Minimizes learning curve & speeds ROI Reduces shopping time. Increases customer loyalty. Increases consumer confidence. Helps to identify the nature of a product.. Reduces frustration Enhances shopper s experience. Reduces inquiries to supplier & IBM help desks. Reduces item returns & exchanges. Boosts conversion rates. Increases PO automation. Provides highest visual standards. Provides for flexible integration. 3
Citing the importance of images for IBM's global marketplace A picture is worth a thousand online sales. 1 Product images empower users to find and buy what they re after. It can improve the overall ease of use and conversion rates. 2 One of the most effective--and overlooked--ways to differentiate yourself from the competition and improve conversion is to optimize the images. 3 Having high quality product images can be the difference between a sale and an exit. 4 Images entice the users to click through and purchase the product, and it lets them know that this is the product they have been searching for. 5 Photos are the face of your products for your online store. Improving your product images can have a huge impact on sales, reduce customer support requests, and minimize refunds or exchanges. 6 If recent research is any indication, product images are a major factor in converting visitors. 7 Customers only have your product listing and photographs to base their decision on whether to buy from you or not. 8 Product presentation is more important for an online store than it is for a brick-andmortar store. The more impressive the images are that are available to the customer, the better decisions your customers can make. Maintaining a professional look and presentation of an online store is crucial to building consumer confidence and in standing out among your competition. 9 As you improve the online shopping experience, you get to a threshold of user satisfaction that is hard to quantify but is a tipping point; that tipping point is where shoppers feel they are getting enough knowledge of products--on both the emotional and rational levels--to make a purchase without physically viewing or touching the product. 10 Images can lift conversion rates by 147% by showing products in context. 11 4
Example: multiple image display within Bond 5
Cited sources 1. http://onlinebusiness.volusion.com/articles/product-image-importance 2. http://completeusability.com/product-image-best-practices-part-1/ 3. http://www.grokdotcom.com/2008/06/26/product-images-and-product-page-conversions/ 4. http://www.technologyevangelist.com/2006/09/are_poor_product_ima.html 5. http://www.ibmpressbooks.com/articles/article.asp?p=1155864&seqnum=3 6. http://www.topnotchthemes.com/blog/090310/%c3%bcbertip-3-best-practices-e-commerce-product-images 7. http://www.slideshare.net/neowave/10-tips-to-optimize 8. http://www.lizardwisdom.com/ebay-product-images/ 9. http://www.practicalecommerce.com/articles/112-optimizing-your-product-images 10. http://www.scene7.com/clients/philips.asp 11. http://www.getelastic.com/images-in-context/ 6