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1、A Brands Guide to Creating Image Carousels That Convertw w w.o n e s p a c e.c o mBy Amanda WolffChief Marketing OfficerA Brands Guide to Creating Image Carousels That Convert2IntroductionDid you know that 95%1 of customers who look at an image carousel view every single photo?Yet brands are rarely
2、maximizing the opportunities that image carousels offer.In this e-book,well provide practical tips that your brand can use to optimize your image carousels and drive conversions across retailer websites.It makes sense when you think about it.Swiping through a series of images is an easy way to learn
3、 about a product before you buy it especially if youre one of the more than 40%of Americans who purchase products on your phone or tablet.But as a consumer,how many times have you looked at a products entire image carousel and still been left with unanswered questions?“What size is it?”“How many com
4、e in a pack?”“How does it open?”“What does it taste like?”How often did that uncertainty cause you to abandon your purchase?Each of the images in your carousels holds extremely valuable real estate.As consumers are reading less,and retailers are emphasizing image carousels in their user interfaces m
5、ore,photos have become one of the most important tools to tell your products story at the point of purchase and improve conversions.At the same time,retailers are offering more advanced capabilities for merchandising your products with image carousels every day.Today,more people view product detail
6、pages than the majority of brand websites.1 Does your brand invest as many resources in its product page content as it does in its website?If youre like most companies,the answer is probably no.When it comes to image carousels,very few brands have more than basic front-and back-of-pack shots in thei
7、r carousels.Even the most sophisticated e-commerce teams rarely fill every available carousel slot on every major retailer with high-quality images that effectively merchandise their products and highlight key features and benefits.1 Source:Edge by AscentialA Brands Guide to Creating Image Carousels
8、 That Convert3Merchandise,merchandise,merchandiseA cursory glance through numerous product pages in multiple categories shows that a majority of carousels are still largely comprised of pack shots with a few lifestyle images from brand teams added in for good measure.It makes sense for e-commerce co
9、ntent teams to use lifestyle images from brand teams to improve efficiency.But those images are typically created with another purpose in mind to drive awareness or demand for a product.The imagery is emotive and intended to make customers feel good about a brand.Thats a hugely important function th
10、at shouldnt be minimized.E-commerce content teams can still leverage that artwork as a starting point,but image carousels on product detail pages need to do something different E-commerce is at the bottom of the sales funnel,moments away from the point of conversion.The consumers who make it to your
11、 product detail pages have already heard of and shown interest in your brand,so awareness has done its job.Now its time to merchandise just like you would do in brick-and-mortar stores only more so,as online shoppers cant physically inspect your products like they can on the physical shelf.Luckily f
12、or brands,many online retailers have started allowing additional text on the images in carousels,which makes it much easier to highlight the features and benefits of a product.At one time,having additional copy on product photos may have been controversial,but today even Walmart is putting text on p
13、hotos to create mobile-ready hero images for its private label products.EXAMPLESA Brands Guide to Creating Image Carousels That Convert4Leverage consumer search data.Consumers need to have all their questions answered in order to make an online purchase.But how do you know what those questions are?T
14、he best source to find out what consumers want to know is consumer search data.This data shows you how consumers search for your products and which attributes they care about the most.Are people looking for flavors?Sizes?Regions of origin?Ingredient claims?Using data to create image carousels may se
15、em unusual.Since these images require graphic design,its easy to think of the process as a solely creative pursuit.But this type of design is actually 75%science and 25%art.“Form follows function,”after all.So where do you get the search data to inform your image strategy?A lot of brands have access
16、 to keyword data in Amazon Retail Analytics Premium.Thats a great place to start,but it doesnt give you the full picture especially when it comes to other online retailers such as Walmart.Sometimes retailers will share keyword search data with brands upon request,so its always worth asking.At OneSpa
17、ce,we have access to search volume data for 19 different online retailers,mapped to the individual product categories and attributes that are most important to brands.Regardless of where you get it,search data is the foundation of a solid image strategy.Once you have it,you can look for trends in th
18、e raw data for your specific categories.Those themes serve as the blueprint for developing your image carousels.OneSpace gives brands access to search volume data for 19 different online retailers,mapped to the individual product categories and attributes that are most important to them.A Brands Gui
19、de to Creating Image Carousels That Convert5Create a plan for each retailer.The next step is making sure you understand the individual image requirements of your various online retail partners.For example,if your brand sends your content to Amazon,Walmart,Walmart Online Grocery and Target,you should
20、 have a plan for how to adapt your image carousels for each retailer.At the time of this writing,Amazon allows brands to submit seven to 15 images per carousel depending on the category.Both Walmart and Walmart Online Grocery accept an“unlimited number”of images,but they only display a certain numbe
21、r on a product page.Until recently,that number was 14,but we recently came across a product on Walmart Online Grocery that had 18 images,so that figure appears to be increasing.Target,on the other hand,only accepts eight images per submission,and none of them can have additional copy.Most brands use
22、 their Amazon content as a proxy for other retailers.However,OneSpace recommends starting with the retailer that has the most robust image capabilities first and then adapting those carousels for the other retailers.In the example above,Walmart and Walmart Online Grocery have the most advanced image
23、 carousel options,so it would be wise to start there.Its a lot more efficient for brands to create all of the images they need for Walmart first and remove a few of them when they upload to Amazon than it is for them to start with Amazon and have to go back and create more photos for Walmart later.I
24、n other words,if you start by creating 18 images for your Walmart carousel,most of those could be reused for other retailers.However,you also have to create unique images for each platform as needed.Since Target doesnt allow additional text on photos,for example,you need to create variations of your
25、 images that dont have any copy.Additionally,Walmart Online Grocery typically sells items by the“each,”while Walmart sells the same product by the case,meaning you may need different images to clarify the pack size for each platform.For maximum efficiency,you should request all of these image variat
26、ions from your designer at the same time.OneSpace makes it easy for brands to create and adapt image carousels for multiple online retailers at scale.A Brands Guide to Creating Image Carousels That Convert6Decide which images you want to create.Once you understand consumer search behavior in your ca
27、tegory and have an execution plan for each online retail partner,its time to map out the exact images you want to create.Here are some ideas to help get you started.Are there important pieces of nutrition information worth calling out(organic,non-GMO,etc.)?What ingredients or materials were used to
28、create the product?Is there a notable certification that the product has received?Easy assembly?Resealable package?Easy-to-pour spout?Batteries included?Some brands use the same images for all of the children SKUs in a product family.But OneSpace recommends including at least a few unique images to
29、call out the key features of the children.Is it a handy travel size?A multi-pack good for families?Inconsistencies related to sizes and quantities within your product content is one of the biggest sources of confusion for consumers.Remember:“Confusion kills conversion,”so its always best to include
30、a clarifying image or two if theres any chance of doubt in consumers minds.If youre in the food and beverage category,consider including a recipe to give consumers a tangible example of how they could use your product at home.Other categories can benefit from including a craft idea or any image that
31、 showcases an alternative use for a product.Start with tangible product attributes that customers want to know about.Highlight any important information that customers cant easily see in basic pack shots.Reinforce the pack size and count.Include a recipe,craft idea or alternative use.A Brands Guide
32、to Creating Image Carousels That Convert7What are the features and benefits that make your products special?Does your hand lotion provide relief from eczema?Is your soup soothing on a cold day?Does your toy entertain even the most active toddler?A few images that reinforce unique benefits help not o
33、nly merchandise your product but also connect your image carousel to your larger brand story.Is your product a fast-moving consumer good?One that would be easy to order via Amazon Alexa or other voice-activated channels?Then consider adding images that showcase capabilities such as“Subscribe and Sav
34、e”and“Order With Alexa.”For Walmart,you could include an image that drives consumers to the Online Grocery platform,if thats a better fit for your category.Customer reviews and Q&As are a great source of inspiration for images.Are there any comments from customers that indicate confusion or dissatis
35、faction?Address these head-on in images as well as in your product descriptions.Does your product have different uses or packaging depending on the season?You may want to develop a few images that address those seasonal differences and that can be swapped out for other photos in your carousel during
36、 various points in the year.We would be remiss if we didnt also mention the importance of including a mobile-optimized hero image in your carousel.These images can be polarizing,but there is a lot of research demonstrating how powerful they can be in helping brands win the click.Check out the Univer
37、sity of Cambridges Inclusive Design Toolkit for more information.Reiterate the key benefits.Call out any special ordering options.Answer common questions.Prepare for seasonal changes.BONUSA Brands Guide to Creating Image Carousels That Convert8Strive for great design.We mentioned earlier that creati
38、ng a great e-commerce image carousel requires 75%science and 25%art.These next tips are related to the 25%of this process that is“art.”That may excite some of you and terrify others,depending on your level of comfort with communication arts.But you dont need to be a creative visionary to execute hig
39、h-quality design if you leverage the work your brand teams have created.Thats not to say you wont need to do some work to improve upon their existing imagery.But when it comes to your products,your brand teams have likely already paved the way for you with photography,color schemes,font selection an
40、d iconography.Not only does leveraging these elements in your new image carousels create efficiencies for you in the design process,but it also creates brand consistency across channels,which is extremely important in todays omnichannel world.Use your brands colors in the same proportions they are u
41、sed on the packaging and website.Use the same fonts whenever possible(being mindful of readability see below).Look for design elements that are present on the packaging,including icons and illustrations,and leverage them throughout your image carousels.Its important to think about how a products ima
42、ges look as a whole.Remember that customers swipe quickly from one image to the next.Thinking of the images holistically helps you consider the flow of the story just like you would if you were telling it in a slide deck or a video.Remember,the whole point of image carousels is to merchandise your p
43、roducts.If the copy on the images isnt legible,then you are wasting this valuable real estate.Script fonts and italics that are on-brand and beautiful on the packaging may not be clear in image carousels especially on mobile devices.Color contrast between the font and the background of the image als
44、o impacts legibility.This is particularly challenging when using lifestyle photography,so make sure there is enough contrast for the text to be clear.And while it can be tempting to try to say“all the things,”avoid using too much copy in a single image,as small font sizes are also hard to read on mo
45、bile devices.As image carousels continue to expand in size(remember the Walmart Online Grocery listing with 18 images?),it becomes important to create visual interest throughout your carousels.Avoid using the same background for every single image.Leveraging a mix of photography-and vector art-based
46、 images is one way to do that.Alternating between two or three different backgrounds,with both light and dark images,is another way.The key to keeping consumers engaged in your images is to create diversity in your carousel without it feeling too random.Here are some design principles to incorporate
47、 as you optimize your carousels.HONOR THE BRAND.TELL A STORY.BE LEGIBLE.CREATE VISUAL INTEREST.A Brands Guide to Creating Image Carousels That Convert9What does a great image carousel look like?Now that you understand the basic principles of creating a great image carousel,its time for a real-life e
48、xample.Heres what your carousel might look like after you apply some of the principles mentioned in this e-book.EXAMPLE IMAGE CAROUSELA Brands Guide to Creating Image Carousels That Convert10Whats next?Optimizing image carousels is one of the biggest untapped opportunities for brands to drive conver
49、sions on their product pages.Simply implementing one or two of the tips in this e-book can drastically improve your results.However,depending on the number of SKUs in your portfolio,the number of retail partners you have,and the number of seasonal differences you need to address,the suggestions here
50、 may seem out of reach.OneSpace provides a suite of tools and services to help brands create and optimize product content for multiple online retailers at scale.Our Product Merchandising Platform combines e-commerce search data and content optimization tools with software for content storage and syndication,making it easy for your brand to win top position and increase conversions on the digital shelf.Contact us to learn more.Win Top Position on the Digital ShelfLearn More