How to deliver the ultimate visual experience on your product detail pages (PDPs)

The best product pages incorporate interactive visual elements that help eliminate the guesswork in shopping for home decor.

By now, you probably know how important product detail pages (PDPs) are to your home decor business.

Shopify describes them as “the heart of any ecommerce website.” Adobe says they’re your “best chance to convince prospects to buy your product.” BigCommerce calls them “an invaluable revenue generator.”

And it’s hard to argue with any of those statements.

Knowing that home decor and improvement shoppers typically begin their buying journeys online, your PDPs may represent the first interaction customers have with your brand. Often, and perhaps even more crucially, they’ll also be where customers make their final purchasing decisions.

In other words, they can make or break a sale.

To stand out from the competition, you must do everything possible to optimize your product pages for conversions. Optimization requires attention to many different elements, such as your product title and descriptions, customer review system, and CTAs.

But when you consider the inherently visual nature of shopping, providing an immersive, visual experience on your PDPs becomes paramount.  

5 benefits of having strong product page visuals  

The biggest challenge with shopping for home decor online is that customers can’t see or touch your products like they’d be able to in-store. Instead, they have to rely on your visuals to bridge that gap and, ideally, get a true sense of whether or not your product is the right fit for their home. Given this, it’s clear that having strong visuals on your PDPs can lead to significant benefits. 

1. They keep users engaged

People have short attention spans, especially when they’re browsing the web. You may only have a few seconds to capture a customer’s attention. And that’s where your visuals come into play. More than half of all shoppers immediately begin exploring product images after landing on a PDP, making visuals the best way to “hook” your customer. Incorporating engaging visuals can also increase the time customers spend on your page by up to 100%, thereby increasing the likelihood of a conversion.

2. They instill confidence 

There’s an inherent risk that comes with shopping for home decor online because even the slightest variation in a product’s color, pattern, or size could throw off a customer’s entire aesthetic. Presenting a variety of high-quality visuals gives customers a better idea of what they’re getting, leading to more confident purchasing decisions.  

3. They evoke emotions

At the most basic level, your PDP visuals are designed to showcase the appearance of your product. But that’s only a starting point. The most effective visuals will tell a story and evoke an emotional connection with your customers, which is the driving force behind 95% of purchasing decisions.

4. They drive conversions

By keeping your customers engaged, instilling confidence, and evoking an emotional connection, your PDP visuals will ultimately lead to more conversions. In fact, brands using visual content tend to see 7x higher conversion rates than those who don’t. Further to this point, having “no or low-quality product images or videos” is one of the top reasons online shoppers abandon a sale.  

5. They attract new customers

Strong visuals don’t just help convert customers. They can also attract new ones. In fact, high-quality product images are the number one reason shoppers click on product pages from search engines. Knowing the critical role that search engine optimization (SEO) plays in driving shoppers to your home decor website, this benefit should not be overlooked.

5 must-have visuals for your home decor product pages

Gone are the days when you can simply upload one photo of your product and call it a day. Nowadays, consumers expect to see five to eight professional-quality photos and at least two videos per product.

But the best product pages take it a step further and offer other interactive experiences that “bridge the gap of not physically touching and seeing the product before purchasing,” as Salsify stated in their product page best practices guide for home improvement brands.

With this in mind, here are five must-have product visuals for your home decor PDPs.

1. Product imagery

Also known as an individual shot or a studio shot, these are the classic photos with your product front and center. To help your product stand out, it often makes sense to use white, transparent, or neutral backgrounds. You’ll also want to include a few closeup detail shots that highlight the product’s patterns and/or textures. The key is to showcase your product from multiple angles and offer the ability to enlarge the image, so customers can see exactly what they’re getting.  

MSI presents a variety of product-centered photos on this product page, including a closeup that vividly reveals the intricate details of their brick-look porcelain tile.

2. Lifestyle imagery

As we covered earlier, your PDP visuals should also evoke emotion in your customers. This can be accomplished by placing your product in a beautiful living space, or “room scene,” allowing customers to dream about what’s possible.

“High-quality lifestyle shots are an important part of PDPs, as they set the initial tone for your products and leave a lasting impression on your customers,” said Evan Holly, manager, website account specialist at Roomvo. “Beautiful room scenes not only give the proper context for your products but also help spark the customer’s imagination.”

Notably, 60% of consumers say that these “lifestyle” images are more likely to capture their attention than an individual product shot when shopping online.

The clear focus from Shaw Floors on this product page is lifestyle imagery, showcasing how their sun-kissed carpet enhances the look of various rooms and harmonizes with different types of furniture.         

3. Videos

Videos are a great way to offer a more dynamic view of your product in action while keeping customers engaged for longer periods. But most importantly, videos sell. In fact, the average basket size increases by at least 50% when shoppers watch a video on a product page. Beyond showcasing a product’s visual appeal, home decor videos can also explain how to install a product, for instance. After watching these instructional videos, 73% of shoppers are more likely to make a purchase.  

This product page from The Home Depot features a detailed instructional video that walks customers through the entire process of installing their hardwood flooring.

4. User-generated content

For some shoppers, the visuals you provide won’t be enough. With consumers becoming increasingly skeptical of brands, user-generated content (UGC) has become a necessity. In a recent survey of nearly 16,000 U.S. consumers, 60% of them always search for customer images and videos before committing to a purchase. And they specifically look for this content on PDPs. The main reason why UGC is important to these customers? To see how your product looks in real life.   

​​The review section on Colour Spark PDPs is enriched with customer-uploaded images, prominently displayed to offer prospective buyers a genuine glimpse into how their paints look in real-world settings.

5. Room visualization

Room visualization allows consumers to preview your home decor products in their rooms with just a couple of clicks. Room visualization eliminates the guesswork in shopping for home decor, resulting in up to 5x more conversions for retailers and manufacturers.

Daltile’s product pages feature “View in a Room” and “360 View” buttons, opening up the Roomvo-powered experiences that empower customers to explore their products more intimately.

Bring your product pages to life with Roomvo Direct

So, we know that shoppers who visualize your products in their homes are far more likely to purchase. Now, imagine if you could instantly provide them with that personalized visual whenever they land on any of your PDPs.  

Enter Roomvo Direct.

As the name suggests, this new feature offers easier access to the room visualizer by embedding the interactive experience “directly” onto your product pages. Once a shopper uploads a photo of their room just once, it will appear on every subsequent PDP they visit — preloaded with your product.

With Roomvo Direct, customers can move, rotate, and zoom in on certain products within their uploaded room, or click through to access the full spectrum of visualization capabilities. Either way, it’s guaranteed to increase visualizer usage and revolutionize your product page experiences.

The Rug Company seamlessly integrates room visualization onto their PDPs with Roomvo Direct, allowing customers to effortlessly envision how rugs would look in their own space without leaving the page.

The evolution of product page visuals  

Today, delivering the ultimate visual experience on your PDPs goes beyond merely displaying beautiful images and videos. It’s about creating an immersive visual narrative that takes your customers on a personalized journey, where every click brings them closer to their dream home. As consumer expectations continue to evolve, it’s crucial to adapt your product pages accordingly.

Click here to book a demo and see how Roomvo Direct can help your business deliver the ultimate PDP.

Written by:

  • Farhan Devji

    Farhan Devji is a published author and content writer who’s written for some of Canada’s biggest newspapers and worked in communications/marketing for close to a decade. His new book, Alphonso Davies: A New Hope, was published in May 2023 with ECW Press.

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