Photography and Web Design

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The internet is a visual medium. Visitors judge with their eyes and will only digest the content if you make the whole experience a pleasurable one.

“No matter the images you have in your library they will rarely be suitable for the task.” – Kris Jeary, Squiders

FIT FOR PURPOSE

You need photography that:

1. Has been taken by a professional.
2. Has a brief from both client & designer.
3. Shows products in high resolution.
4. Will render well on various devices.

DIRECT THE SHOOT

Benefits of allowing a web designer to direct the shoot include: clear vision, images that work with site, obtain images with purpose, and boost sales.

BUT…

“What about stock photos?” – Your Subconscious

PEOPLE BUY FROM PEOPLE

Good photography will show off the product and foster a sense of trust. Make the visitor trust you more than your competitors, let them know you are real people and not machines.

WORKING WITH A PROFESSIONAL

Choose your professional carefully. You want someone who:

1. Ask the right questions
2. Wants to understand your goals
3. Has web photography experience
4. Can balance different types of shots

IN CONCLUSION

Give you designer the tools to best meet your goals and present your product in the best possible light.

You won’t regret it. 

Calls to Action – Not to be Overlooked

How do we get customers to click buttons on a website that result in online purchases? The almighty Call to Action (CTA for short), if used correctly, is a key element for your ecommerce user experience. When a potential customer arrives they need relevant information, available options, and a sense of how to purchase your product(s). A shopper’s basic intention is to purchase a product you are selling, so it’s your responsibility to help them reach their goal.

Let’s start at the beginning of the process and have a look at the Homepage. It often consists of a unique combination of the following: your logo and brand colors, main navigation, product images, a few words of marketing magic, and general information about current products. A Call to Action can be as varied as the products you sell. It can focus on a new season, a set of related products, or an individual items. A lot of the terms you use to characterize and advertise products can often apply to CTAs as well.

Below are some guideposts we use to help define and focus the CTAs for a given project:

Prioritization

Primary, secondary, and tertiary. Pick out a few key products and prioritize several to be featured. Add some secondary options and possibly a few standards or moderate sellers to present a healthy mix. There is no right or wrong in terms of amount. Fewer options will offer focus and more will offer variety.

Size

Bigger is not always better.  The key is to direct users to your clickable content areas, but not pressure or beg them to interact. Primary CTAs can be designed with a button-like presence, secondary ones can be a slightly smaller button style, and tertiary options can be a basic, text-based link.

Language

Click Here? No! Even though this is the intended action item for your customers your CTAs should never mutter those two words. Potential customers are already at your doorstep. They don’t need remedial instructions on how to open the door. “Click here” doesn’t describe the end result. What is “here”? How do you deal with multiple “click here” options? Use descriptive, active language that describes the CTA’s intention. Incorporate compelling action words and be unique while staying within your brand guidelines.

Location

Place CTAs in a location that doesn’t compete with your product images. Ideally, you want your CTAs to have some breathing room (or white space) and prominence on your page.  Give them a strong relationship to your product images and marketing messages. Avoid dead ends; include at least one CTA on every page of your site.

Color

Chartreuse is a must! (Kidding) Current branding guidelines or your style tile can dictate options. You may need to improvise or get creative!  Contrast and alternate colors are often good solutions.  As a final check, I like to do  the “squint test” CTAs should stand out but not overpower the page or design in general. Ecommerce projects are complicated and have many moving parts. If you want to know where to apply some effort, having your CTAs focused and properly defined is a good place to start. Doing so will enhance a user’s shopping experience and lift your bottom line.