How indie beauty brands can boost conversion rates up to 20% by upgrading their imagery

In the last year, the beauty industry has undergone many changes in response to the pandemic as well as the ongoing fight for social justice. One of the most positive signs we have seen is the increasing number of consumers purchasing online for the first time.  This is great news for indie beauty brands, because it means there’s an entirely new audience at their fingertips. Due to all the new opportunities for connecting with your brand’s ideal audience, it is critical for your  brand to make the best first impression possible online because it may be your only opportunity to capture your ideal customer. 

When it comes to e-commerce, imagery is everything. It’s what will draw people to your product and ultimately will help determine whether or not they choose to buy. To help increase conversion rates, you need to ensure you have the best imagery possible. The best way to do that is to use professional photography.

Consumers don’t just buy products they buy brands

What is a brand? A brand is a promise. A promise of a certain kind of experience and a promise of a certain quality of product. A brand is not just a logo, or a slogan, it is everything that someone experiences when they come into contact with your brand. And if your brand is digital first then there is no better tool for telling the story of your brand than high-quality imagery. 

While this may seem overwhelming initially this is actually a tremendous gift to Indie beauty brands. When you look at imagery as a way to tell the story of your brand visually, you’re doing more than just adding photos to your website. You’re showing potential customers what it is your brand is about as well as displaying what makes your products unique. If you want to build a memorable brand, it's important to be able to tell the story of your brand in a way that will resonate with your ideal customer.

An example of a beauty brand that has really nailed their visual style is none other than the digital first goliath Glossier. When Glossier launched in the 2010’s they went beyond just selling products they became known for selling the NYC cool girl aesthetic that every millennial wanted a piece of . A big part of their success not only with customers but within the beauty industry were there stunning visuals. When all the other prestige brands were using simple flat white images they went for a more fashion forward hard light style that in turn changed the industry and created a new standard. 

Show don't sell 

When it comes to getting the attention of your potential customers online, it’s important to know how people are behaving on your website. Users often spend an average of 15 seconds on a website and then leave, never to return again. So it’s vital to make sure you can convey your brand's value proposition in those first few seconds. 

Yes, good copywriting is crucial to selling, but in order for Indie brands to be competitive in the digital landscape they need to be thinking of branded imagery as a powerful hook to lure potential customers in instantly.  Images and other visuals are a powerful way to get and keep your ideal audience attention. 

It's important to remember this when planning your photoshoot. You have to be aware of the placements on your website and what different content would be best suited to make the biggest impression on your ideal customers. 

 Simply put when it comes to homepage banner images you want to upload visuals that convey your brands identity via lifestyle images or creative still-life images. It's okay if your product is not the star of these images, the goal is to sell your brand's personality. 

 For more advice on visual placements and best practices check out my other articles! 

Quality images build trust and legitimacy 

Having clear, consistent, and professional imagery on your eCommerce website is essential if you want your Indie brand to be taken seriously. The visual representation of your brand is a huge part of how people perceive it. If you’re using low quality or DIY images, people will perceive your brand as poor-quality and unprofessional.

The customer journey is hugely important and their expectations must be met before they click the buy button. When you’re creating your online shop, you should always just take a minute to consider what you yourself expect when you’re shopping online. 

Envision landing on the Tiffany Co. website ready to purchase a beautiful piece of jewelry only to find that the images on their listings look washed out, grainy and out of focus. You’re probably not going to think that their products are worth the price you’re paying for them because the quality doesn’t match the price. 

Consumers these days are as savvy as they come. They expect beautiful imagery, high-quality video, and engaging copy to accompany every product.

Photo by Producer by Annisa Davila

Image is everything 

Creating a successful brand takes a lot of hard work. From building a website to creating the perfect formulation, Indie brand owners have their hands full even before launching. Don’t let all that hard work go to waste by ignoring the visual assets on your websites.  

The only way to compete in the market is by looking the part. You have to look like you’re on the same level as your competitors, like you’re a serious player. 

 Images are crucial to your website’s conversion rate. While they don’t directly make people buy your products, they can make a huge impact on whether or not a person decides to buy. Images  give potential customers a sense of what they’ll get out of your products and how they can use it.

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