Shoppable Product Images in 2020 - From Google to Instagram
Written by Ben Culpin, Posted on March 30, 2020
(Last Updated: May 25, 2020)
In the world of ecommerce, more and more channels are realising the importance of the product image - and offering the tools to help digital marketers take advantage of this.
77% of those who viewed shoppable sites found them easier to navigate and 66% of them got enough information to make a purchase decision.
It's a trend which isn't unique to sites, with channels like Google, Instagram and Pinterest launching shoppable product image features over the past year. We're taking a look at how marketers now have the tools to make creative, engaging images in minutes.
Here’s what ecommerce marketers should know about the potential for displaying their product images in 2020 - plus a few predictions for what new trends we could be seeing on the horizon.
Shoppable images across platforms
They might use different names depending on the platform, but the concept of a tagged, shoppable image is the same across Google, Instagram, Pinterest, Snapchat - you name it.
Lets take a quick look at the different types across platforms and when to use them for your audiences.
1. Google Shoppable Images
Google Image results
This sponsored format surfaces ad images, and advertisers can tag multiple products in the image for sale
Users searching for general inspiration related to terms or looking for specific products and types of products
2. Instagram Shoppable posts & Stories
Brand’s own post or story
Advertisers can add shoppable tags directly to their own posts and Stories
Account’s followers, targeted audiences, and others who may come across post organically
3. Pinterest Product Pins
Advertisers can either use a product feed or individual product pages to make their pins shoppable
Anyone browsing pinners and targeted audiences.
In-stream video ads
You only pay when someone chooses to watch at least 30 seconds or clicks on your TrueView ad.
Youtube's Find My Audience lets you gain an understanding of your most valuable customers.
5. On-site Display from iPaper
It's not all about the social media channels though. Display is a product promotion banner attached to your own site and specifically made for eCommerce retailers.
It's designed to encourage shoppers to explore your products and gives you the toolkit to apply your unique style and branding to each banner.
The screenshot above (credit: iPaper) shows a Display banner for Pixizoo who achieved a significantly higher conversion rate and a reduction in their bounce rate after implementing iPaper's solution.
How does Display work? Using your shopping feed, product images prices and information are directly uploaded to your Display banner.
If your prices or product visuals change, they'll be automatically updated in your Display using your shopping feed.
Ecommerce adoption of Shoppable Product images
The task for many businesses will be updating their current practices to ensure they data feeds are meeting the various requirements for shoppable creatives across those channels and integration partners mentioned above.
A greater focus will need to shift towards the creation and improvement of high-quality product images.
- Preparing your product catalogue for Shoppable Images
Ecommerce businesses need to prepare for making the most of shoppable images by collecting 'lifestyle' images that are visually engaging and then to start tagging images with specific product data for Google, Instagram, Pinterest, etc to use.
Here are three steps to prepare:
- Let your Data be your Guide.
For brands selling a lot of products, creating shoppable image content for each isn't going to be realistic or effective.
Therefore, prioritize which products are most appropriate for being shoppable tags and start created lifestyle content for those specifically.
- Search for existing Shoppable Content.
You might already have more possible shoppable images than you know about. Often visually striking content that could be applied to ecommerce may be applied to specific channels like newsletters or social posts and then forgotten about. Don’t let your content go to waste!
- Get the ball rolling.
The best way to understand how shoppable product images work for your business is to get started in small cases.
Try out shoppable content on your own ecommerce site, email newsletters or a single sales channel.
Once you have done so it will help you to get insights into how your customers engage with that content, what they enjoy (and don't enjoy!) and, most importantly, whether it delivers a good ROI to justify further time and costs.
- Use content from customers
Regardless of the channel, content contributed by happy customers consistently performs well.
As with Client Cases, it's a way of customers speaking to one another, without the input of your marketing copy and design.
ASOS has made use of this with shoppable instagram images from user-contribution photos from across the globe. The #AsSeenOnMe encourages photo sharing and input from other customers who want to be featured.
The rising trend of shoppable product images
No matter the ecommerce channel, shoppable ads are often the highest performing in terms of engagement and conversions:
- They're visually engaging
- They are easy for marketers to personalize
- They provide immediate details on products
With the right tool to transform product images, the time that you put into creating high quality, shoppable product images for your website and marketing channels will pay off.
As mentioned above, it will take time to get your images looking just right, but once you get insights into what works and what doesn't, you can tailor your approach to fit your audience's preferences.
At WakeupData, we have built an in-platform tool that can be used to optimize your product images for E-commerce. You can use our expert image editors to adjust backgrounds, clip, crop, align, and retouch your product images to meet exact channel specifications for engaging shoppable images.