an e-commerce photo fail story (and tips for product photo wins)
Recently, I fell in love with a new-to-me clothing brand… the tops and dresses feature those perfect rare details and come in the most beautiful textures and colors. All of the tops are styled on the site in a particularly chic way too, you know, with that Tan France French tuck.
As a brand marketer and photographer, I’m also smitten with their branding, lifestyle photography and customer experience, from the handwritten sticker on the box to the smell of the package when you open it (seriously, it smells good!)
enter the photo fail: why my friend returned everything
One of my friends was crushing on the brand too, and ordered a handful of tops to try on at home. But when they arrived, she texted me, “Everything is so long and boxy, it’s not flattering... I’m going to return it all.”
Immediately I realized it was a photo fail that led to this disconnect and her disappointment. Every single photo of the blouse on the site was shown was tucked in, so she couldn’t see what the bottom of the piece looked like. So, it didn’t align with her expectations based on their photos.
While each previous brand touchpoint along the way was beautiful and inspiring, the customer was not satisfied with the product and in my mind, that’s the biggest business fail.
The good news: there’s an easy photo fix, which apply to all products and e-commerce marketing.
learning #1: Keep the styled and lifestyle photos
You should absolutely still included those pretty styled product photos. Paint the picture, show a person using or wearing your product, in an ideal environment, styled in a beautiful way.
These photos differentiate your brand, bring your products to life and are essential. They’re what make us both fall in love in with the feeling of brand in the first place, enough to hit “add to cart.”
These are the core of your marketing creative, from ads to social media.
learning #2: add simple images that show exactly what the product looks like
This is where the company failed. My friend didn’t have a clear expectation of the shape (and honestly: entire bottom portion of the product), thus was extremely disappointed when the box showed up and the cut was a surprise.
It may not be as exciting or sexy, but in addition to the gorgeous styled and lifestyle photos: you must show exactly what your customers can expect, whether that’s a clean shot flat lay on white, the item on a hanger or displayed on an on-brand texture or color.
Provide customers with clear expectations with these photos, and they are much more likely to be satisfied when the product arrives… the ultimate goal of your e-commerce business!
