Retail surgery: It’s expensive to use a lot of product imagery and video on our website. What should we do to maximise sales?

Brandbank supplies images and product data to retailers and has just released research into the types of rich media consumers value on ecommerce sites.

The YouGov research shows that expectations vary for different types of online shopping. While about half of consumers use picture zoom functions when buying clothes or technology online, only 24% do when buying groceries.

Similarly, while 360-degree images are valued for fashion and clothing, less than one in 10 consumers say they are helpful for buying cosmetics, entertainment products or groceries.

Also, it is no good investing in high-quality images if this slows your site down, as 39% of consumers are deterred from buying if they have to wait for an image or video to load. And more than half of consumers are put off if they have to download additional software or plug-ins to view images or videos.

However, having a lifestyle image to accompany a pack-shot can be important, with 48% saying they would not buy a product without seeing it in a real-life setting.

Brandbank managing director Rob Tarrant says: “While rich media is highly effective in certain situations, it’s not appropriate to every retail sector.

“It’s apparent that, in terms of sales, the most effective web features are still the more basic alternative views, conceptual imagery and additional product information.”