What?
I was tasked with increasing conversions by testing different photography styles to identify what drives traffic on cardfactory.co.uk
So what?
By adding Lifestyle primary and secondary images to personalised product PDPs, I observed a conversion rate increase of up to 62% compared to using only primary white-background images. Building on this insight, I implemented secondary lifestyle images for 300 products on the cardfactory website that previously had only primary white images. As a result, these products generated nearly £4K in additional revenue from Q1 to Q2.
Extrapolating this impact, these changes could drive an extra £15K annually for those 300 products. If lifestyle primary & secondary images were implemented across the entire personalised product range, the potential revenue uplift could be between £45K-£60K per year.
Now what?
Develop a product photography toolkit that enhances product presentation, positioning it on par with top market competitors. Showcase products in a compelling lifestyle setting to drive engagement and desirability.
Old look Product Description Page vs. New look Product Description Page
Setting the Scene - Photography Styling
✔ Use minimal neutral home lifestyle setting to show scale, quality & details.
✘ Bright interiors not to be used as they will deflect from the product.
Image Look & Feel Toolkit
White brick
Kitchen island
White wall & hint of frame
Neutral bed
Hands to show scale
Larger furniture to show to scale
Small ornaments
Small ornaments
Angles to show product deta
Shadow filters
Minimal use of props
Angles to show product detaShadow filters
Lifestyle Primary & Secondary Ordering
Primary
Secondary 1
Secondary 2
Secondary 3
Primary
Secondary 1
Secondary 2
Secondary 3
Client: cardfactory.co.uk
Responsible and Accountable for:
Test & learn
Digital toolkit design
Creative art direction