Jul 01, 2019
It’s a well-worn cliche by now: a picture is worth a thousand words. But while it may not exactly be a revelation anymore, there is still some seriou...
It’s a well-worn cliche by now: a picture is worth a thousand words.
But while it may not exactly be a revelation anymore, there is still some serious truth to the power of photographs when it comes to compelling customers to make a purchase in the omnichannel age — and video may be even more powerful.
Customers in the modern age crave information about products they are considering purchasing, particularly when the item in questions is especially important to this person’s day-to-day life or when prices are high. And while detailed product descriptions, accurate data and measurements, and even customer reviews can help your customers get a better understanding of your products, they often aren’t enough.
Customers want to be able to see your products in action, being used in the same or similar manner to how they plan to use the item. Runners want to see other athletes jogging in your sneakers, fashionistas want to know how their latest look will go over in the real world, and even construction workers need to understand exactly how their materials will look on the job site.
But you don’t have to take our word for it — take a look at these five stats that help demonstrate just how important visual product assets are to your omnichannel success — and stick around for tips on how to manage these crucial resources.
Let’s start with a big one — when it comes to retaining information, most humans are simply better at remembering images they saw than they are at storing words they read or heard.
As we’ll discuss below, most humans are visual learners, and as a result, researchers believe that the average person retains 65% of visual image information as opposed to 10% of written or auditory info. Unlike the family dog, our sense of sight is far better than our sense of smell or hearing and is a crucial part of how we receive information from the world around us. As a result, the majority of us remember visual information well, and it has a big impact on what influences our thinking.
Maybe it’s because of our nature as visual learners, maybe it’s due to a shrinking attention span, or maybe it’s the result of another cause entirely, but there’s no debating that consumers and professionals alike are increasingly watching video when they log online.
According to Cisco’s Visual Networking Index, video currently accounts for 75 percent of global IP traffic — a significant share to be sure, and one that has already seen a significant rise in recent years. But researchers predict that video consumption will continue it’s notable growth over the next few years, growing at a compound annual growth rate of 29 percent to reach 82 percent of all internet usage within just a few years.
Photographs and video aren’t the only visual assets that can help you communicate with customers, of course — they’re just the start. Infographics, for example, can help you communicate statistically dense or dry subjects in a fun, easy-to-understand way.
What’s more, research shows that consumers like infographics — in fact, they like them so much that they’re more likely to interact with businesses that use them. According to research from OneSpot, infographics can improve web traffic by up to 12% — and for good reason. The average user reads just 20% of words presented on any given webpage, while 65% describe themselves as visual learners — a perfect audience to target with infographics.
Email marketing has become an integral part of almost every company’s operations, and a crucial way of communicating with customers. There’s no better way to let your customers know about a new product, a special offer or promotion, or other brand news is to speak to them directly.
But consumers are drowning in a veritable sea of spam emails these days (according to recently published research, nearly 270 billion emails are sent each and every day). That means it’s harder than ever to break through the noise and get consumers to click on, open, and read your message — but video can help. One study found that simply including a video in an email, and letting recipients know what’s waiting for them by using the word “video” in the subject line of that email — boosted open rates by 19% and increased clickthrough rates by 65%.
We’ve saved perhaps the best example of the importance of visual assets for last. According to research, it seems that customers actually want to see more visual content from their favorite brands and retailers — 72 percent of customers in one recent survey said they would rather use images or video to learn about a new product or service, more than any other medium.
What’s more, to a recent Hubspot survey of consumers in Colombia, Germany, Mexico, and the United States, more than half of consumers want to see more videos from brands and businesses they support. What’s more, other types of visual assets weren’t far behind — 41% of surveyed consumers said they want to see more images from these companies outranking both written articles and content delivered via PDF.
It’s clear that customers crave more visual assets, from infographics to product photos, and even and especially video. These multimedia assets help them better understand the products they’re considering purchasing and can help give them the confidence needed to complete the transaction.
Product Information Management (PIM) solutions can help you take control over your visual assets and deliver a stunning and compelling omnichannel experience to your customers. Paint a better picture of your products with PIM! See how your team can use visual product assets like photo and video to take your omnichannel experience to the next level.
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