“Because sight.”
LensCrafters provides everything you need to take in the world around you, from prescription glasses to sunglasses to contact lenses. Plus, LensCrafters enables you to see in style with brands such as Ray-Ban, Burberry, and Versace.
No matter your needs, LensCrafters has a style and type of glasses to fit—the company’s product catalog is expansive. But could LensCrafters’ product photos be hindering their ability to attract more customers who need high-quality eyewear? We could test that.
The Opportunity: Customers Are Unable to Connect With Stock Images
Many of us use product images when making purchasing decisions. They enable us to see what a specific product will look like before we make a purchase. When it comes to glasses, product photos are even more important. After all, without the ability to touch or feel the frames, photos help us gauge quality and style.
Currently, LensCrafters uses stock photos to showcase their products. And while they’re high-quality images, stock photos can be frustrating. It’s difficult to judge what a specific frame will look like without a model.
This frustration can cause some potential buyers to have decision fatigue when it comes to selecting products, which often results in a bounce.
The Control
Our Hypothesis: Showcasing Professional-Grade Lifestyle Photos Will Increase Conversions
Plenty of research shows that featuring lifestyle photos can improve the shopping experience. According to Shopify, lifestyle photos provide an opportunity to build an emotional connection with a potential customer. And a 2018 study by Blueport found that lifestyle imagery on product detail pages can increase overall sales.
These photos showcase the product in the right environment, which helps the customer imagine owning the product. This is especially important when it comes to thumbnails. A study completed by Baymard found that thumbnails tend to be a user’s primary focus when browsing and choosing products. Your thumbnails must sell the product.
Lifestyle images convey your brand’s voice and allow customers to make an emotional connection between the product and the lifestyle they want to experience. Beyond considering the product, they also think about the result, which enhances their desire to purchase.
The Potential Fix: Adding Lifestyle Photos to the Thumbnail Selection
The use of both stock images and lifestyle photos can provide an accurate impression of how the frames will appear on the user’s face in real life. So, we would begin our test by adding professional-grade lifestyle photos to the thumbnail selection on both desktop and mobile.
We hypothesize this change would assist in the decision-making process, improve the online shopping experience and increase time on page and conversion metrics.
The Variation
What Can Cro Metrics Test for You?
Product photos can sometimes be overlooked when it comes to optimizing your website. They shouldn’t be. One simple change to your photos can increase conversions for your business. Have you tested your photos lately? To learn more about our experimentation and optimization programs, send us a message.