Optimized Ecommerce EP 045 – The Most Important Focal Point To Your Ecom Store’s Imagery
This week on The Optimized Ecommerce Podcast, Casey Brown joins Tanner Larsson to talk about the important features of an ecom imagery. This week, you will learn how to improve your Ecommerce imagery to create a smooth and positive buyer’s journey experience. Don’t forget to subscribe and leave a comment or review on
Welcome to Episode #045 of Optimized Ecommerce – The Most Important Focal Point To Your Ecom Store’s Imagery. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Returning to the show is Casey Brown, one of the BGS Revenue Optimization Experts. Casey started his journey with BGS as a coaching student while running his own ecom business. He then decided to sell his business and came to fully work with BGS. Casey also worked inside the BGS education programs and has spoken at several events.
Casey works with our bigger clients through our amplified program and he has been responsible for taking a store from around $300,000 a month to the $3 million per month range. Casey also runs a newly developed program of BGS called RAP or Revenue Accelerator Program. This program is an incubator style program for clients that are not quite ready for our amplified program.
Here’s just a taste of what we talked about today:
Casey showed some examples of good and bad ecom images.
A featured image should point out different features of the product. For example, on a Posture Corrector Device image, it should clearly show that the product has a soft foam padding and adjustable straps. The goal when it comes to creating a good ecom image is to tell the same story and give the same information as your copy. It should also offer clarity to the buyers.
Bad product image examples include images of a product on the same angle, does not have exact dimensions or weight, and does not include the important features of the product. It mostly causes confusion.
The types of results that Ecom stores would get from improving the store’s images.
We also discussed a few other fun topics, including:
- Clarity on value propositions.
- Importance of incorporating clarity on Ecom images.
- Why should images have a clear hierarchy of focus?
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Casey Brown
Want to stay connected with Casey? Please check out their social profiles below.
- Website: BuildGrowScale.com
Also, Casy mentioned the following items on the show. You can find that on:
Tanner Larsson 0:07
Hey, everybody, welcome back to the Optimized Ecommerce Podcast. I’m Tanner Larsson. And today, we have a repeat guest from the BGS Team. We’ve got Casey Brown joining us today. Now, Casey is a unique individual in our team in that he comes from being a coaching student. But he also had his own Ecommerce business. And then when he decided to sell out of that business, he came to work with us. And he’s been a revenue optimization expert for us since day one, he has worked inside of our education programs, he has spoken on stage at our events. And now, he does work on our amplified partnership program as well with some of our bigger clients and has been responsible for taking a store from around 200 $300,000 a month into the two to $3 million per month range. And that store is still a client, he works on it still. And he’s continuing to scale it. He’s got a really good experience with that store. But the cool thing is, he works on other ones. And now we’ve developed a new program inside of BGS, called RAP or Revenue Accelerator Program. And that program is an incubator style program for clients that are not quite ready for our amplified program. And they’re still really fast growing, doing well, but they’re not quite ready to get into our amp program. So we develop this new program, and Casey is running that program. And the reason I’m giving you this backstory is he’s working on a lot of different stores, everything from motorcycle parts to gardening, pet stuff, fertilizer, all kinds of different things. The way Casey’s brain works, it probably scares you if you could get inside his brain and see how it actually works. But from an optimization standpoint, it’s wicked smart It’s just amazing. And he’s been able to look at all these different sites and realize that, hey, some things that he knew were important are actually way, way, way more important. And there’s to be leveraged from because of what he’s found in this RAP program. So he’s going to get into this one of the things that he’s learned is through the RAP program, and anything else we do, we do a lot of user testing. And he’ll talk more about what that is. But the framework is that we don’t just take our own, we know this works. And the data says, even if the data tells us something, we still didn’t put it before user testing and have people come to the site and run specific tests and do specific things to see if what we’re doing actually works or if it backfires, or whatever else. And through this user testing on this RAP program. Casey learned some really crazy stuff about images. And I know we’ve talked about images and other podcasts, but I can pretty much guarantee that this is going to be some new eye opening stuff for you guys. So Casey, thanks for joining us today. Appreciate it.
Casey Brown 2:58
Thank you for those kind words. Appreciate it. So yeah, working with the RAP program, I’ve had a client now for three years, things have been going so well, with this individual. It’s in the pet niche and just looking at pet products for almost three years. But now for the last about six months now, with the RAP program. Look at everything from off roading trucking parts to plant fertilizers, and every imaginable niche in between that kind of took away some of my banner blindness, and really kind of gave me more insights. Looking at a wide range of different websites and doing the whole process from A to Z not to get too much on a tangent but RAP program, we would do these big website analysIs for our clients. And then it was kind of like, Well, here you go, now execute it. And then that’s where it all fell apart. Just finding a good front end and back end development team alone can take two, three months of losing money on Upwork trying random people, and that’s just one aspect of it. So doing the whole thing from A to Z has really given me new eyes and with emphasis, like Tanner was saying on the user testing, especially, my analogy for user testing is like, let’s say. It’s like a secret weapon. I could go back in time, to the Roman times, meet Julius Caesar. But I could go back and take with me an AK 47. And he’s like, Oh my god, Casey, you’re the greatest warrior I’ve ever seen you’ve conquered all the Barbarian, aren’t you? How do you do you must be the most amazing warrior. Well, I like to think of myself that I am a good warrior. But I also have this AK 47. So it’s no match. And for various reasons. It’s just kind of hard for the average person to jump in and do this. Some of our clients have done a B testing before. And other various things that we teach, but it’s very rare Tanner. How often do we get a student that’s like, Oh, yeah, I’ve done user testing before?
Tanner Larsson 4:59
Almost Zero, most of them don’t know what it is.
Casey Brown 5:02
Yeah, that’s my AK 47. That’s my secret weapon. A quick overview is we use a marketplace for it. But you can recruit people off of Craigslist or anywhere really. And the basic premise of it is you recruit people ideally that they’re in your niche. So if it’s a device for relieving back pain, ideally, they have back pain. And you recruit them and they go through the site and they perform tasks for you, hey, find a device you think would relieve lower back pain, okay, now five pretenders for your mom and you want something more subtle, because you know, she’s an elderly woman, you don’t want a stiff posture, corrector device, but you want something? Pretend you’re shopping for her. And they go through? Hey, I’m not finding anything that I think would work and how do I filter by the more easy light products not these intense? The yoga wheel a thing that bends the horseshoe together. You guys ever seen that product? There’s like a
Tanner Larsson 6:01
A giant wheel that you lay on
Casey Brown 6:03
Yeah, it bends your back like a horseshoe that probably wouldn’t be good for an elderly woman, I’m guessing. The first question, I always ask them, all roads kind of lead back to clarity, clarity on what your value propositions are clarity on why they should buy from you versus somebody else clarity on what your return policy is clarity on, Is it really organic, whatever objections they may have. And the first question we always ask is to test the clarity. And the first question I always ask is, please browse this site for a minute. What is this website about as far as you can tell, and then of course, as they perform this task, their screen is being recorded, and they narrate out loud. And my assistant Dolly that I’m working with who’s fantastic. Working with her daily on this RAP program, and whenever we get to the part of the call, or we talked to the client about user testing, I always tell her, hey, Dolly, when we do this first question, which is arguably the most important, what is this website, browsers website for a minute, what is this website about as far as you can tell? I say, hey, Dolly, what percentage of people actually read the copy, when they like performing this task trying to answer it, versus they just looked at the images and don’t read a thing, she goes way out, nobody reads the copy. Everybody just goes to the images, I can tell you that. I always say this as a joke, I watch more user testing than you watch on Netflix. I have hours and hours and hours under my belt of watching this, pages and pages of Google Docs, maybe 100 200 plus pages of notes from various clients over the years on their user testing. And I can tell you that, probably about 10% of people will read the copy when you ask them that question. And here’s the scary thing. If a user tester does a crappy job, on their user testing, we rate them one star with it, because like I said, we go through a marketplace, I have recruited people off of Craigslist before, but now we use a marketplace, it’s kind of easier because the people come trained, and they have the software already on their phone to record the screen and all that. They know they’re being evaluated. And if I rate them one star, we get a refund, we get to do that again, we get to just like free replace it the marketplace that we go through, I assumed the ducks that from their pay, and uses it to get so that they get dinged for it. Now, if people who they know that they have an observer, like you there’s, metaphorically a man in a lab coat, standing behind them, making sure they’re supposed to, because if they’re not even reading your copy, when their job is to read their copy, and they’re basically asked to, like, browse the site, if they’re not even doing it. What do you think the average customer is now you can make an argument. Well, you know, a user tester may not have interest in this, but someone who clicks the ad is more motivated and more interested, and they may actually read it. That’s a good point, they probably do. But it still speaks to the importance of the image gallery. As I said, 90% of people will not even touch the copy at all, and just look through the images alone.
Tanner Larsson 9:13
So guys, where we’re going with this is, we always talk about, pretty much for in the ecommerce space, for sure, we talked about a little bit more, but everybody knows images are important. on the product page, that’s where they focus on it. They get good images on the product page, or they use their AliExpress or Alibaba, whatever, but that’s crap. But if you’re doing ecom right, most of your focus on imagery is on the product page. But the other pages of the site are equally as important. And then how they’re leveraged on the product page or any page of the site is super important. And again, we’ve known this, but what Casey’s going to go through and show you some examples, it’s kind of just new awareness and just reinforcing, the importance of like his example. The people that are getting paid to tell you what your site’s about like I’m going to do is read it, they’re not doing it, chances are your mass audience isn’t going to do it either. I mean, human nature is lazy. So if it’s not readily apparent, instantly apparent that three to five second attention span type of apparent, you’re going to lose a huge percentage of and that’s going to contribute to your bounce rate, your lower conversion rate, how much you’re spending on traffic, your cost of acquisition and everything. So we’re gonna get into this right now we’re gonna talk a whole bunch about images, Casey is actually going to be sharing his screen. So guys, if you’re listening to this on iTunes or Stitcher or something like that, follow along, you’ll get some good stuff out of it. But I highly recommend you also later, hop over to the YouTube channel and watch the video version of this podcast. So then you can see the exact visual examples of what Casey’s going to be showing, you’ll still get a lot out of it if you’re on audio only. But if you want to, like what do you mean here? You can then hop over to the YouTube channel. And if you need to get a link to get to the YouTube channel to find a YouTube podcast, just go to Build Grow Scale.com forward slash podcast. Okay. So with that, Casey, why don’t we jump in, show me some examples of ecom images, some good ones?
Casey Brown 11:07
I’m gonna share my screen now and show some of the good product images first, then we’ll talk about some bad ones. Um, I’m going to kind of go through this and then show examples on the fly. So a featured image, right, it’s images that show the different features of the product. So for the people on audio, let me see here, we’re looking at on my screen right now, a, well, that’s not a featured image. Let me see here. Okay, here’s a featured image. So right now, we’re looking at an image of a posture corrector device for the people who are just on audio. And you see, was construction workers are something where they wear like a little backpack. In this image, it shows the soft foam padding, it kind of zooms in on that there’s like a little arrow pointing to the foam padding section of it. And then it says, soft foam padding. And then there’s another little arrow pointing to another part of the image, and it says adjustable straps. So what this is doing is a featured image is exactly what it sounds like, it points to different features on it. So if you had like a Swiss Army knife or something or a pair of shoes, and it said, here’s the 100% wool exterior that’s machine washable. And here’s the ergonomic soul that I don’t know slowly molds to the shape of your foot or whatever it is, it’s just kind of pointing out different features on it. I’m going to say something that’s going to overarching all these examples here. Now, your images should tell the same story and give the same information as your copy. I’ll say that one more time. Your Ecommerce images, your image gallery, as they scroll through, it should convey the exact same information that they can get from reading the copy. Now, of course, it’s not going to be as detailed, I don’t want big, I wouldn’t want to see you guys do big blocks of text in your ecommerce images. It shouldn’t be a library, but it should be. Again, for those of you who are watching this on YouTube, it just says soft foam pads, adjustable straps, no need to go and now if they want more, they can go through the copy. But at least it’s giving them that kind of a snapshot your biggest objections, there should be a snapshot of your biggest objections. I’m going to go back to my thing here. Clarity images. So we’ve covered feature images. I’ll show more examples of feature images. I’ll show more examples of all these but I think we kind of checked that box for now. Clarity images, so just an image that clarifies something of it. So I have an example here on my page. It’s a woman’s energy fat burner drops, and it just says how to use shake before use add 10 drops 0.5 milliliters one to three times per day to your favorite drink. Simple just quickly how to use it can clarify the size, clarify the material, think about what you’re getting from your customer service people your most common questions on your Facebook ads, anything you can clarify from it. Do it. Again, we’re telling the same story writing the same clarity, the same objection handling the same value propositions from our copy dispersed throughout our images.
Tanner Larsson 14:24
Now guys on that one real quick. That sounds super simple like well, I write over in the product description I say how to use it or on the back of the bottle. There’s an image of the back of the bottle that shows the usage directions. That’s not the same. Okay? Remember you and your customers are inherently lazy, just because of human nature. We don’t want to have to figure it out. Shopping should be subconscious. So you need to just present it in a way that they don’t have to go looking for it and it’s almost presented. Oh yeah, of course, I was gonna want to see that and it’s right there for them. Okay, and that’s where Casey’s going with what he’s talking about.
Casey Brown 15:02
Yeah, absolutely. Keep in mind that the curse of knowledge, you have so much knowledge about your own product. Don’t overlook anything. This next one is possibly my favorite. I love it for a lot of reasons. I’ll explain it to people who are on audio, it’s a woman. And it’s a before and after photo, it’s a side by side comparison of her posture. And in one, she looks kind of slouched over and just doesn’t look like good posture. The other one, she looks a lot more erect, upright, it’s a lot better posture. I actually created this image. Well, I didn’t take the picture of the woman I found this on Amazon. But I added there’s a customer quote in there that says changed my life finally pain free. If I was to go back and edit this, I probably would put quotes quotations around it and then sign her name. So it’s a change in my life. Finally pain free, Mary from Los Angeles, or whatever it is, if I was to go back and edit this, but just put quotations around it, and then the name of the of the person, but what do I love these so much. We have a site for my main client, where we have these customer quote, images that’s what I call them customer quotes, images that explain every feature of the product. So without giving away what it is out of respect for the client, let’s just use a posture corrector as an example. Oh, it’s so soft and comfortable or Oh, it’s adjustable, it fits me. I was scared that the straps would dig in, but they don’t dig in. Think about, again, whatever niche you’re in, you should probably know what your biggest objections are. If you don’t, that’s a red alert to go find that out. What are your customers naturally objecting to having resistance, having doubts about the jargon term for it fuds, fears, uncertainties, and doubts, find out what their fuds are, and put it through quotes? It makes it more believable because again, you’re just a heartless Corporation that’s greedy and wants their money, you’ll say anything to sell your product. But if they hear it from a customer, all of a sudden now it’s believable. It’s almost like a little mini story. So if we’re doing let’s say I’m looking at my room, a camera, these would go through lens quality is amazing. No chromatic aberration, that’s a photography term, don’t worry about what it means a 1.4 f stop creates beautiful this and that. The bokeh is amazing. These are photography terms, don’t worry about what they mean. But I’m explaining the product explaining the benefits explaining the value proposition and handling the objections. All through Customer Quotes.
Tanner Larsson 17:55
It’s like a bullet point feature benefit bullet point. But used in a way with instead of when you do a bullet point, and you talk about the feature comfortable straps, the benefit would normally be soft foam pads, breathable mesh feels great, right? That’s your corporate speak, like Casey’s talking about but instead, you have the feature, which is adjustable or comfortable, whatever you want to say. And then you have the benefit. And the benefit is done by the customer quote. So you basically find a customer testimonial where they say so comfortable. Don’t even know it’s there. Now you’ve let a customer speak to the benefit of the products feature without you having to do it. So it’s the same thing that you’re doing on your product page with your copy, only you’re letting the images speak with a customer. And hopefully that customers face and everything is in that image or if not, you’re at least putting their name in there like Casey’s talking about
Casey Brown 18:56
I absolutely love those. Those are fantastic images that show scale. So this is a simple one going back to clarity all roads come back to clarity basically. I don’t think I need to elaborate on this too much just put it next to a household object if it’s a knife, or anything a wallet, if I’m just seeing the generic Aliexpress wallet floating in this, the white abyss from a lightbox, put a credit card next to it put a household I’ve put a penny a quarter, put some household object next to it. That’s a huge one that’s often overlooked. Do we need to elaborate on that or?
Tanner Larsson 18:57
No, I mean, I think an example would be good. So, guys, in this case, I think I’ve talked about this in the podcast before but it’s one of my favorite examples and some people think that okay, only certain objects needed like a pen or things that are more important than how big they are right? But it’s not just the So in this example, we have a nootropic customer who our client who has a supplement, that’s a nootropic. And it comes in this black container. And when I saw it on the website, when we first looked at it, it looks like your normal supplement container, which you kind of figure to be a grapefruit size. Like, if you’ve ever bought pre workout before, it comes in like a standard size container, it’s kind of what everybody’s used to seeing powders come in, for a month supply. Now he sent me a sample of it. And when I got the container, it was super tiny, it was like the size of one of those sample paint cans from Home Depot that are like an ounce or whatever, really, really tiny. And even though I got it for free, I had a major disconnect from what I saw on the website to what I got because I’m used to bigger containers. And the actual thing was, it’s such a good concentrated formula, it doesn’t have as many fillers, so they don’t need as much to get the same dosage. But he wasn’t marketing it that way. And he was having a lot of customer complaints. But he couldn’t figure out why. And it was all about their perception of the size to value. They’re paying 60 or 70 bucks for this container nootropic. But it’s tiny, instead of the perceived size. So all he had to do was adjust that in his marketing and say, Hey, you know, put it next to a glass of water. And it’s like, oh, man, this is a small bottle, but then he can also address why it’s small. Well, there’s no fillers, there’s no binders. There’s none of this stuff. It’s higher quality stuff. So we need less to give you what you need.
Tanner Larsson 19:46
I think but a customer quote that says I love how concentrated it is. Because I hate drinking too much chalk or whatever.
Tanner Larsson 21:41
Exactly, you don’t have to use as much. Yeah, exactly.
Casey Brown 21:46
Images show scale, objection handlers. We’ve kind of handle this. But here’s an example of some of the beauty niches says overcomer eyeliner, and to the people on audio who can’t see my screen right now. It’s just a picture of a woman’s eye with the eyeliner on it. And then there’s just text just big black easy to read large text that says save to use with falsies or lash extensions. Simple, right? The Swiss Army Knife won’t rust, stainless steel won’t rust. Oh, man. Thank you because I was worried it would rust. What’s another example? The screen won’t scratch or you know that the screen protector is
Tanner Larsson 22:30
Casey Brown 22:31
And again, I hope to god you know what your common objections are handling? Do you want to elaborate on this more?
Tanner Larsson 22:41
No, I think you’re good. Just remember what he’s going over guys is that we’re using images to tell the same story that you are overcoming in your emails and your copy and everything else. But they’re also in the product images and everything else. So you’re you still don’t want a ton of product images. You got to keep those narrow, but the ones you do have should continue on the story.
Casey Brown 23:03
Yes, absolutely. I’ll reiterate that over again. I’ll say it one more time because it’s just so important. You want your images to tell the same story as the copy the unique value propositions, the objection handlers, instructions on how to use it, how big it is. Instructions for care, like if it’s a carbon steel pan and how you have to season it, not the whole instructions, but just little things, a product and use image that should be, pretty obvious you want happy people using your product for the people on audio. It’s also for the beauty niche just have a woman putting on eyeliner, that just shows her using it. It really helps them imagine themselves using it and the benefit they’re going to get gets them excited gets them hyped up like those an LED. Let me go back to some of these images here. This is the posture corrector in use, we have an image of the guy’s spine before and after. Not literally up to his spine. But the people on it, you can see it. This is a benefit image. And I’m jumping around here, let me open up. Well, I’ll go through all these quickly. And then we’ll open up some random ones and just kind of go through it. And then a benefit image, which could be before and after. Now I know you’re on Facebook, you have to be careful with before and afters and I laser focus on revenue optimization. I don’t touch Facebook ads with a 40 foot pole. So you do you on that. But if there’s any way to show a benefit without a before and after. However, you can do that. Absolutely. And then Tanner, do you want to add anything before the number is going to go through and show quickly some better examples? Okay, I’ll just go into that. Now. So we think we’d beat that to death with the posture corrector Let me see here this person is at random. Okay, some LED lights and see what they got here so yeah, they have some instructions your music and mic mode play local music from your phone the light will change accordingly with the rhythm of the music wow look at this they have a typo that’s so funny. Tech controller Do you see that? Yeah, the music tech controller has it but okay, they’re still they still have 10,600 reviews on this for the people on audio. These are LED light strips it’s like a little you unravel it’s kind of like tape almost but it’s an LED and they change colors and apparently, it plays music or it changes to the rhythm of the music it can like sense the vibration of music and you know it’s like a turn your house into a rave basically smart LEDs light up your life they have it yet timer setting, they have another typo in there but it’s not stopping them from selling them like crazy. Yeah, they talked about their timer setting here the before and after. So it shows your room has a picture of an LED TV in someone’s living room and one just looks kind of like normal decor and then it almost looks like you’re aboard the Starship Enterprise on the after because it creates this purple kind of effect. Yeah shows how it looks on the bedroom sofa. Again, this is a product in use image basically turns your house into a ravers paradise. A phone case here. Slim is a gets again, talking about benefits of it and adding clarity looks at they even put it clear they’re point 00 0.04 inches, they actually show the measurement that may be a case. And again, you may think oh, that’s useless. You know, who can tell from point 0.4, 0.03 to point one. Well, maybe you’re doing a lot of comparison shopping, maybe you have you know, 15 tabs open, you’re like, hey, my dad said he wanted the thinnest iPhone case possible. And then you’ve got 14 tabs open and one is point 043 .04, .038, .033? Well, point 033 is the smallest one, right? A camera and ski screen guard.
Tanner Larsson 27:31
So guys, I highly recommend you hop over to YouTube and look at the images that Casey’s showing because that ‘ll really crystallize this like this right now we’re looking at like an iPhone case. And if you look at these images, they’re super crisp, they’re pretty. And then they have the accompanying add on text or image that Casey’s talking about that really connects it like this drop protection that he’s looking at right now.
Casey Brown 27:54
Yeah, sorry, I didn’t say that for the audio people, I’m looking at an iPhone case, maybe I did introduce that. I’ll try to remember that. They have a little comparison chart where they’re just saying other people’s work up to about a little less than a foot, but theirs is tested up to five feet, you can drop it. I think and it’s just the time, I don’t know how long you want this to dry run.
Tanner Larsson 28:16
Let’s look at some bad examples now. Good examples, everybody’s like, clear on but a lot of people don’t realize what’s bad. And they’re like, Oh, I thought mine was good. But when they see a bad example, then they’re like, Oh, yeah.
Casey Brown 28:26
So we’re looking at a camera. And all we’re looking at is just the same camera from every different angle. It’s a big DSLR camera by canon. And someone might think, Oh, well, these are great images. They’re high resolution, they could not be more beautiful high resolution shows the front, the back, both sides, and the top. But what do I really get out of that? Like, it’s a big camera. Like, it’s a big DSLR camera doesn’t say the exact dimensions of it doesn’t talk about the aperture. Well, that’d be a lens, but doesn’t talk about the ISO doesn’t talk about as an E mount, I’m thrown out photography terms, but there’s just, even about this item. Yeah, they’re saying it records in 1080 P.
Tanner Larsson 29:14
Does not talk about weight.
Casey Brown 29:18
Yeah, how many megapixels is it?
Tanner Larsson 29:20
Or how easy to operate it is because a lot of people who buy DSLRs for the first time, they’re like, man, can I even use this thing?
Casey Brown 29:28
Yeah, does it have image stabilization? Does that face detection? Does it have I mean, there’s so many other features that they could list here. I do like this first image where they show what’s included that’s the one saving grace here that comes with a tripod, a memory card, some other little gadgets a case, and a little bit of their saving grace here. All right now for the people online we’re looking at a knife. It’s an awesome it’s a German cut. I’ve have a different version of the same knife. Actually, It’s amazing. So we have just the knife on a white background just floating in that abyss of ever whiteness. Then we have it on a nice cutting board surface a picture of the top of the night a picture of the handle
Tanner Larsson 30:20
Not a very good picture of the handle kind of blurry.
Casey Brown 30:23
Another picture of it on another cutting board just like artistic random photos of it that don’t really show anything new or highlight anything new about like I don’t really get anything.
Tanner Larsson 30:36
They’re all basically the same image just on a different backdrop with different lighting.
Casey Brown 30:41
And it’s a knife you know what I mean? If I see one image from that I know what the other side looks like from the bottom it must look razor thin because it’s a knife and then yeah like full tang high carbon steel resistant stainless steel with bolster This is from the copy now reading that could be in there the fact that the angle right razor sharp double edge 10 degrees angle per side. Japanese knives and Western knives have different angles let’s not get into that but again
Tanner Larsson 31:12
made in Germany lifetime warranty all kinds of things that are
Casey Brown 31:15
all kinds of stuff so much stuff yeah like that’s an objection oh it’s gonna dull, no it’s not it has a lifetime warranty or you know oh is it going to be sharp? Yes, it has this and this Oh, is it full tang or what’s it made of? They get a Customer Quotes cuts through you tomatoes like nothing or, razor sharp or, I won’t cook with any other knife or my husband loved this and said it was the best knife he ever used. All this stuff that they’re missing.
Tanner Larsson 31:47
Superbly balanced. Guys, this is a higher end $90 chef’s knife like a kitchen chef’s knife, right? So think about what somebody who likes when you have a chef’s knife that you like, what would someone say about it? Put that into an image? What are the things that people don’t like? You know it gets water spots. It rusts, it gets dulled out after one use. And you can take that and put it the other way around. Also, one of the cases talked about that was not there was an in use image, show it slicing through something that most shitty chef knives don’t slice through well. Tomato is a great example. Most chef knives that are not quality are sharp, like smoosh it and it just like oozes out when you try to slice it. So show it slicing tomatoes just perfectly.
Casey Brown 32:36
Yeah, absolutely. There’s a lot to be desired. So show one more real quick. Okay, look at this one. This is Jamaican jerk seasoning. And they have a picture of the bottle with a little mountain of spice next to it. Probably, yeah, I can show this. You could argue this kind of shows the scale because I guess you would assume this isn’t like a gigantic mountain for the people at on audio. It’s just a little tin spice can with a little mountain of little tiny bat little pile of spice next to it,
Tanner Larsson 33:12
But it would definitely help to have a spoon or a measuring cup or something next to it to show scale.
Casey Brown 33:18
And now they have just the can without the pile of seasoning next to it. And now they have just the pile of seasoning. And then now they have other spices that don’t even come with it. Now, this is just the jerk seasoning. Oh, well doesn’t even cover that.
Tanner Larsson 33:38
It doesn’t even apply. So it makes you think you’ll get other stuff.
Casey Brown 33:43
This is just the jerk seasoning. Whether you’re on an island, smoked paprika. These are the ingredients. They have false clarity. They’re adding confusion. Again, what could they add here? ingredients, how much to use, where it’s sourced, why it’s different. Hey, you know freshlyground we don’t grind the spices until you order it, you go to Whole Foods that’s been ground up sitting on a shelf absorbing fluorescent light. Ours isn’t now I get that that’s a little too much to say in an image. You could just say, a customer quote, the freshest spices I’ve ever seen as if I ground them up myself.
Tanner Larsson 34:22
Amazing flavor, the best jerk seasoning I’ve ever tasted works on everything, use it on meats, salads, those kind of like and they say bits and pieces of that in the product description which we’re looking at. But it’s even the product description is I would say is written fairly poorly to a way that where it would convert highly because the ingredients are italicized and small and center aligned and it’s hard to see what they are and then it’s nothing’s really clear and concise and easy for readability. But again, Casey talked earlier about how most people don’t read. Now maybe on the product page, they read a little more, but they always start with the images. That’s the first place People go. So if you could tell the entire story or the key points of the story and overcome the main objections in the image gallery, before they get to the rest of your product, you’re going to stand a much higher chance of converting the sale.
Casey Brown 35:12
Yeah, it’s kind of like what they say in copywriting, the only point of the headline is to get them to read the sub headline, the only point of this sub headline is to get them read the first sentence the only point of the first sentence is get them to read the second sentence, that slippery slope was at Joe Sugarman, I think who came up that term anyway one of those rhythms so many books on it, I think it was Joe Sugarman. These are kind of like the images, right, maybe that. I like what you said better. What I was saying is your image should tell the exact same story as your copy. But that’s not realistic. I like better what you said it should tell the key points of the copy. And that that could be like your slippery slope, from headline sub headline to copy. It’s kind of like they scroll through the image gallery, and they see it won’t rust? Well, huh. I don’t buy that. Why won’t it rust and then they go, Oh, it’s because it’s got this, you know, adamantium from x men, Wolverines, body, whatever it is, right? But they’re curious about the image. And they want to get more information. Again, please don’t put walls of text and massive paragraphs, if I had to throw out a number, I’d say, you know, probably no more than 10 words ish max I can’t put a number on it. But I would say
Tanner Larsson 36:28
Subjective into each image is going to be different. Contextual is the favorite word we use and all that stuff. But don’t overload them, because the image still has to have a clear hierarchy of focus as well. But there can be basically two focal points on an image, the main focal point, and then the supporting element that strengthens it, which should be either the copy or the statement or the feature, the benefit, whatever it is, that’s helping you supercharge that image.
Casey Brown 36:59
Yeah, so there you go. There’s your good examples and your bad examples. And I hope I explained that well enough that people on audio, but like you said, Please watch it on YouTube.
Tanner Larsson 37:06
Yeah, I think you’ll get a lot more out of it. If you do that. Now, I know, we’ve talked about good and bad and everything else. We’ve also pretty much talked about why it’s important. But why don’t you kind of jump into what kind of results you’ve seen by focusing on this type of image?
Casey Brown 37:22
Tanner Larsson 40:23
More single wins are not in that size.
Casey Brown 40:25
You can’t get that’s almost unheard of. And that was just fantastic. But I’ve had others where we had the customer quotes, images, and it’s 12 to 15% improvement, things of that nature. And these are on sites that have already been heavily optimized for some time about a client that I’ve had for three years, going on three and a half to four now almost,
Tanner Larsson 40:52
Casey Brown 40:56
I’m trying to guess I think is copy your head like this could be the single most important thing is getting your images, right, it ties into copyright. Like you have to do your research, you have to know what your objections are, you have to go through the whole copywriting process. But then putting that into your images, I would say is just about the most important thing you can get right on an ecom store.
Tanner Larsson 41:17
When images aren’t right, very few people are actually going to get to your copy. There’s a there is a segment of your market, they’re super analytical type that may start on the written word before they go to the imagery. But by enlarging the social norms, if you will, of the internet and online shopping everybody starts with images. Think about how you browse an Amazon listing, where does your eye go first, it doesn’t go to the price or anything else, it goes straight to the image, then over to the price, then down. And then the next thing you do before you even look at all the product descriptions, you scroll to the reviews, right? So image imagery is like the most important thing to set your above the fold page load up for success. Yeah, we
Casey Brown 42:00
I have a really small closet here in my apartment, and I hear them living in Miami. And I needed to get these shelves that were exactly, 22 inches or something so they could fit in a little closet. And I was going to show this in the interest of time, I won’t share my screen, I won’t show it again. But all of the different shelving units that I looked at that didn’t have the length width and depth measurements in the image. I almost just didn’t even just ahhh next because the look through that that sometimes they put it in the main description sometimes it’s in the specifications, believe it or not, sometimes it’s not there, which I think for an Amazon product. I think that’s like required by FDA, I don’t even know how they but trust me it’s not there for certain products. Yeah, I just want to I want to go through you know, tap tap scroll, scroll to images and Okay, cool. It’s 22 by 10 by four too big. It’s this by this by this too small. Okay, just right. Just get that quickly, right from the top right from the image gallery.
Tanner Larsson 43:02
Yeah, that makes sense. So, guys, we went through a lot on your images, I highly recommend if you’re on audio, if you’re on iTunes or Spotify or Stitcher or whatever, go to Build Grow Scale.com forward slash podcast, hop over to the YouTube channel using the link you’ll find there. Or watch the video on the podcast page. If you want to just do it there. It’s also there. But this will show you a lot of the examples that Casey shared, and I think it’ll make it click for you. But do not think that Oh, well. That’s you know, a nice thing to have. But my images don’t have it right now. So I’m not going to do it. Or if you’re using AliExpress or manufacturer supplied images, and you’re refusing to run the business the right way, by getting your own imagery and taking your business seriously, then at least take those manufacturer images and apply what Casey’s talking about here and to differentiate yourself and make them a little bit more effective. So there’s a lot of ways to leverage this guy’s but again, watch this on YouTube, see the video version. And also, if this is your first episode or whatever, make sure you’re subscribed if it’s your 10th episode and you’re not subscribed, subscribe, right. So get that done, click the button below to subscribe on whatever platform you’re on and if you’re on audio, go over to iTunes and subscribe to that one too. So that you can always see the video version if you need to, to reinforce what you’re hearing. Okay and then if you’re on the video version, make sure you subscribe to the audio so you can listen to it in the car or wherever you’re going. Alright, and then again if you love this stuff, leave us a review leave a comment let us know what you thought we’d love to see it give us ideas for what you’d like to see us talk about or guests you’d like to have us you know bring onto the show. This show is for you guys. So Casey and I love doing this stuff. But ultimately we’re sharing this information for you because he and I already know this stuff. We could talk about it. We don’t need to talk about it because we already know it. So we’re here to share it with you guys. So if you enjoy it, let us know you enjoy it. And again if you need the links to any of this stuff, go to Build Grow Scale.com forward slash podcast and we will see you guys in the next one. See ya.
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