Every ecommerce and lead generation website must have three essential types of assets to help drive sales of their products: product images, lifestyle and action images, and product video. Anything less is admitting defeat before starting the game.
But even having a deep roster of high quality assets can be a recipe for conversion disaster.
To succeed in driving conversion, brands need to develop a digital asset strategy that can showcase their products through high quality assets or plan for the creation of assets to enhance good web design rather than sabotage it.
To get started creating your brand’s digital asset strategy, begin with a focus on quality and quantity.
Your site was likely designed to be able to plug and play a variety of assets throughout, but in order to capitalize on the design you must have imagery that fits well within the general layout of your site. This means using an asset quality assessment to understand the variety of factors that will impact planning the production of assets.
Start your assessment by asking the following questions of current and potential asset needs:
Will your assets fit into the space allocated in the site design? Think portrait vs. landscape orientation.
Do the focal points of your images allow for cropping of images if necessary?
Will the colors in your imagery fit well within the overall color palette of your website?
Are your images a high enough resolution to allow for retina display or zooming?
Do product images allow for proper viewing within a product grid?
Are all product images shot in the same light, at the same relative angles, and the same relative sizing?
Does all lifestyle imagery have a cohesive look and feel?
Are product videos of similar length?
Do product videos have a similar style and storytelling capability?
Doing an asset quality assessment can provide you the answers you need to create your digital asset strategy. Every website will have different demands and design limitations, understanding exactly what those are will help you determine the parameters of your asset planning.
If time and resources are scarce, focus your assessment and planning on pages that are most popular, profitable, and convert the most.
Establishing the quality of assets your site needs is step one. When it comes to producing assets, often the best plan is playing a numbers game.
It can be difficult to know exactly what will and won’t work to help increase conversion on your site until it’s live. Those action shots of your product in use might not be what people relate to, the lifestyle image may not focus on the product enough, or product videos are too long or too short.
The only way to really know is to test a variety of assets against one another to determine which resonate most with different customers on a live site.
Simple A/B testing of imagery and video can quickly identify which assets are most successful in driving conversions, but in order to test you must have a deep library of quality assets to choose from.
Putting it all together
Your assets should never be created without a strategy prior to production. Understanding the quality of assets your site needs and planning for the production of those assets can save you time, energy, and money down the road.
Over time, you’ll learn which images and videos are in demand and convert. Using these lessons will help you hone your strategy and plan for your next product launch, campaign, or redesign. Even if you know all the answers, it never hurts to have more assets than you think you need.
Like anything else on the web, there is no magic bullet that works for all sites, especially when it comes to digital asset strategy and conversion rate. Having product images, lifestyle images, and product videos is a must, but finding that perfect balance of assets is unlikely without producing a lot of high quality assets to test.