The Homepage is Dead: How the New Customer Journey is Shaping Trends in E-commerce Imagery
Product detail pages are taking center stage as brand storytelling is redefining online shopping experiences.
Here at The Line Studios, we are e-commerce experts and self-proclaimed "data nerds". We always keep a keen eye on the best-in-class creative in the industry and the constant shifts in e-commerce imagery trends that are driving success for brands.
In recent years, there has been a major transformation in how brands are approaching product and brand storytelling, specifically on the product and category pages. This shift is partly influenced by changing traffic sources. Paid ads and emails are now often directing customers straight to product description pages instead of the homepage. In fact, recent data reveals that visitors are spending 40% of their time on product and category pages, versus just 5% on home pages. As the customer journey has changed, so too has the creative approach taken by many brands.
Seasonal Campaigns are OUT, Maximized E-commerce Sets are IN
The presentation of imagery isn't the only thing changing. Brands are also rethinking how they capture content and spend their creative production budgets. Gone are the days when brands would spend the big bucks on a handful of seasonal campaign images while reserving smaller budgets for high-volume e-commerce imagery. In response to the savvy modern consumer and the increasing demand for digital content, refocusing the budget is key. Brands are directing their production dollars on the imagery that is working the hardest for them; their e-commerce imagery.
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E-commerce imagery, historically seen as serving the most transactional purpose at the bottom of the funnel, now plays a crucial role deeper in the purchase journey. Product Detail Page (PDP) assets must do more than showcase product details, they must resonate emotionally.
It’s Time to Rewrite the Rules on E-commerce Visuals
This paradigm shift offers retail professionals, creative directors, and e-commerce executives an exciting opportunity. It allows them to redefine the rules and reinvent e-commerce visuals. This optimizes customer interactions with their brands and influences their purchasing decisions.
Several brands are leading the way by pushing visual creation and communication boundaries to enhance sales. These pioneers are integrating the emotional pull of brand storytelling into the conversation on the product and category pages in various ways. Whether through user-generated style content, or mini-editorial shooting styles, we’re seeing a huge range of exciting experimentation and newness popping up.
Recognizing the significant shifts within the industry and their impact on the customer journey, The Line Studios has meticulously assembled the E-Commerce Industry Trend Report. This extensive guide aims to navigate the evolving e-commerce imagery trends, offering itself as a reference tool, and a conversation starter for brands who are looking to stay top of mind for consumers. Designed to cater to those aiming to amplify their conversion rates or bolster their e-commerce presence, the report is rich with innovative strategies in product imagery and storytelling.
The Essential E-Commerce Imagery Trends and Tips to Stay Ahead in 2024
Ready to stay ahead in the fast-evolving e-commerce landscape? Dive deeper into the latest e-commerce imagery trends and strategies that are setting the pace for tomorrow's online shopping experiences
Download our comprehensive E-Commerce Industry Trend Report to explore innovative approaches in product imagery and storytelling that can elevate your brand and drive conversions.