How product visuals can engage consumers and drive conversions | Omi.so

Why the quality of your visual content is directly tied to revenue 

Anyone in eCommerce understands that (seemingly) small tweaks to your site impact your important metrics. Upgrading your visual content is one such change that often makes an unexpectedly significant difference. 

Product visuals have a direct impact on almost every microconversion moment across the sales funnel…

• When customers first find your brand, high quality images stop them from scrolling on by — they catch casual browsers’ attention

• When interested users find your product detail pages (PDPs), high definition visuals offer a helpful insight into what to expert from your product, increasing users’ buying confidence and encouraging them to convert

• When customers receive their goods from you, if they’ve bought them on the basis of clear, accurate product visuals, they’re less likely to return them 

High quality visual content, then acts as a 360-degree boost to your whole funnel, and has a direct impact on your revenue. In case there’s any doubt left in your mind, here’s a deeper dive into why product images are so intimately tied to your bottom line.

They grow your audience by capturing user attention 

When someone finds your brand online — whether via a search or socials — you’ve got mere seconds to grab their attention. Show-stopping visuals are the main tool in your arsenal here, so it’s important they hit just right. In fact, Adobe found that companies with great design credentials outperform those with weaker visuals by 219% on the S&P Index (a stock market index). 

And it’s not just about having an enticing “look” — it’s about showcasing your product in a way that grabs attention and instantly communicates value.

One great example? LVMH’s wine division, Moët Hennessy uses product visuals that would captivate any wine aficionado. Recently, they used Omi’s virtual product photography to depict one of their summer wines on a Mediterranean veranda, bathed in golden light.

It’s a sumptuous image that immediately communicates the benefit associated with this world-renowned range of wines — sheer luxury. The campaign hit a nerve on social and lifestyle platforms, reaffirming Moët Hennessy’s prestige while engaging a new generation of admirers.

They connect digital and physical experiences

Good product visuals do more than offering users a clear understanding of your product — they also create a world around it. Use images to weave a story around your brand and you’ll give your customers something they can connect with emotionally — which is the secret to driving brand engagement. 

Maison Black Honey is a textbook case. They’re a scent brand, but most visitors to their website don’t know what their products smell like. How do they help their customers understand and imagine their fragrances? With evocative product imagery. Using props like red lilies and slivers of almond, as well as understated backgrounds, Black Honey builds narratives around their perfumes that capture users’ emotions — and give them an imaginative preview of what these perfumes smell like.

Though a small brand, Black Honey has a wide and creative output of product photographs, which they change on a regular basis. Their secret: they use Omi’s Virtual Studio, which allows them to create bespoke, photorealistic product images in minutes. The tool includes a library of 1000s of 3D modelled props, as well as a wide range of backgrounds and templates. It offers everything Black Honey needs to communicate the ingredients of their perfumes, and craft imagery that feels both elevated and eloquent.

They increase trust, encouraging users to purchase with confidence  

If you’re old enough to remember the early days of online shopping, you’ll remember the endless funny stories of people accidentally purchasing items that were completely the wrong size or totally dysfunctional, based on deliberately misleading PDPs. This is less common now that eCommerce is mainstream, but nonetheless, consumers retain a healthy dose of skepticism when buying online. 

High quality visuals are important to show that your product and the brand behind it are trustworthy. They pre-empt user questions about the texture, size, and style of a product, giving your customers the confidence they need to click “buy now”. 

An interactive  3D Viewer does this better than any other asset. They showcase products in 360 degrees, allowing users to spin them around and zoom in on every surface. The product is naked — any lingering doubts about trick photography will be eliminated, removing doubts that might have prevented them from purchasing. Studies say this technique is highly effective for building trust — 95% of users prefer interactive 3D content over static images.

A 3D Viewer complements the classic product images with interactivity and clarity. Works wonders for eCommerce pages.

They give users accurate expectations about what they’re buying, decreasing return rates  

When someone buys a product that they’ve inspected up close via high-definition images and videos, they’re buying from a position of knowing rather than guessing. They’re far more likely to be content with the item they receive in the mail. This is good for business, meaning you'll get better customer reviews, more word-of-mouth clients, and lower return rates. 

Take, for example, Jolt, a sports recovery eCommerce brand. They launched their massage gun using images from Omi’s Virtual Studio — a packshot of their product at every angle. This carousel was the closest you can get to a product demo with static images: Jolt has a photo of the massage gun’s handle which shows exactly how to grip it, and another which zooms in on the attachment which massages you. With Omi, you can get realistic images of your product up close, from every possible perspective, with no hassle. Together, Jolt’s images offer a completely representative preview of the product on offer — so when customers receive it in the mail, there will be zero surprises.

Tips for creating product visuals that boost sales

As we’ve seen, investing in crisp product visuals is a great way to boost your sales, and increase your overall revenue by reducing costs from returns. Here’s how to create winning visuals so you can enjoy all those benefits: 

1. Identify the type of visual content your audience is most likely to engage with. Whether your shoppers respond best to aesthetic social feeds, interactive 3D product viewers, or a carousel of high-quality still images match your visuals to your target market’s browsing behavior. The more aligned your content is with their preferences, the more likely it is to convert.

2. Create a narrative around your product. Don’t just display your product — make it into the hero of a story your visitors would love to be a part of. Use visuals across your website, blog, or social media to weave a cohesive story that helps your customers imagine the product in their lives.

Perfume, wine, and hair spray in story-esque settings. Where would your products fit best?

3. Showcase customer benefits of buying your product. Zoom in on the transformation your product delivers. For example, show before-and-after shots, glowing skin after using a serum, or the sleek organization of a storage solution in action.

4. Generate video content to further engage your audience. Studies show that video increases time on page by up to 88%, not to mention the intangible benefit of boosting buyer confidence. Show your product in motion, offer demos, or even share face-to-camera customer testimonials to build trust and drive conversions.

Making video animations in Omi only takes minutes. Learn more about Omi's Video Maker.

5. Give your customers a real feel for your product with a 3D viewer. Let shoppers explore every angle and surface of your product with a 3D viewer. This interactive experience helps reduce uncertainty—and ultimately, returns.

6. A/B test regularly and roll out changes. The only way to know what works is to test. Run A/B tests on image formats, backgrounds, or angles to see what leads to more clicks and conversions, and optimize from there. Using Omi you can create new variables on-demand.

Create product visuals that bring in more conversions with Omi

Investing in quality product visuals sets in motion a virtuous cycle across the whole sales funnel, encouraging users to engage with your products, firming up their confidence to buy, and ensuring their satisfaction with the product they eventually receive — ultimately, increasing revenue. 

Traditionally speaking, the idea of commissioning product photoshoots that are luxurious, creative, and timely enough to drive revenue increases was too costly for most brands. However, with the Virtual Photography Studio, Omi (that’s us 👋) this is no longer the case. With Omi, you can create luxurious product visuals for a fraction of the cost. Omi customers typically report: 

• +32% engagement rates

• +19% conversion rates

•  +22% more time spent on their product pages 

….and all for 10 to 20 times less than the price of a traditional product photoshoot. Ready to give it a try?