What Photos Do You Need on a Product Page? (Ecommerce Photography Guide: Part Two)

A high-converting product page needs at least 6 types of photos: all angles, close-ups, a demonstration shot, in-situ lifestyle images, an aspirational hero image, and a complementary product shot. In this guide, we break down each one and why it matters for your ecommerce store.

In the first blog post in this series, we cover off the different style options for the feature shop image that appears on your main shop or category page, (if you haven't already, pop back and have a read here) In part two, I'm sharing the different types of estore photos that should be on your product shop page. But first - why are product estore photos critical?

We are living in a world of screens, connectivity and limitless information. Some information consumption is subconscious (billboard advertising and product placement in tv shows) but, we are now actively seeking out more information than ever before. We're doing this because the internet makes it incredibly easy to, but also we are a generation that want to be more informed about the products we're buying. No more do we think "I need sunscreen" and buy the first one you see at the supermarket. We are researching, reading reviews, considering the packaging, the ingredients, the product design itself, where it was made, Australian owned, price comes into play - all the things! So it is crucial that you are providing enough information about your product on the page with the "add to cart" button.

Storytelling isn't just for instagram, yes your insta feed should share your brand story but your product page should be storytelling specifically about your product - what it looks like, how it's used, how it will make you feel and how it compliments your other products.

How Many Angles Should You Photograph Your Product From?

Show your product from every angle, not just the front of your product. If it comes in a branded shipping box, show that, if your product has it's own packaging, show that. This will help manage the expectations of what your customer is actually going to receive and provide them with extra info like ingredients and instructions, that are usually on the back of the pack.

• Product in packaging front

• Product in packaging back

• Product out of packaging front

• Product out of packaging back

Why Close-Up Product Photos Increase Conversions?

Most online stores will have a zoom function for a product, but sometimes you want to get even closer to see the details. So make sure you're providing close up shots of any unique or interesting details of the product. Perhaps it highlights a print or material, or a particular feature of a bottle that isn't obvious or the texture. While you probably have this covered off in your product description text, for those who prefer to look rather than read (many of us, me included) this is a great way to ensure that valuable info isn't missed.

How to Photograph Your Product Being Used.

Show how your product is used. As they say "a picture can say a thousand words" so just one shot giving a demonstration of how your product is used is important, especially for product types that are unique or new to the market. Ideally the demonstration shot would feature a person if appropriate to your product.

What Is an In-Situ Product Photo? (And Why You Need Them)

In situ basically just means, the product in its everyday environment. If it's a skincare product then show a photo of your product on a bathroom vanity, or if it's a vase, show it on a side table with flowers in it.

The Aspirational Shot: How to Make Customers Want Your Product.

The money shot! That one photo that makes your product an aspiration! Make your customers feel like they need your product in their life, evoke emotion from your customer that will hopefully lead to purchase. This can be done with complimentary props from other brands that your target market is likely to be interested in, shooting your product in a picture perfect setting, like the beach or by a pool or a flatlay with other luxe items. The whole "from where you'd rather be" vibe is particularly relevant here.

Using Product Photography as a Cross-Selling Tool.

Don't pass up the opportunity to use product A's shop page as a sales funnel for product B. Show how your product is complimented by another of your products. If the aspirational photo got them right in the heart and they have made the decision to purchase, why not show them how perfect another of your products can be with the one they are purchasing.

If you're a Gold Coast or Brisbane-based product business looking to level up your estore photography, I'd love to hear from you, start the process here. Or take a look at some of my product photography, here.

Frequently Asked Questions About Product Page Photography.

How many photos should a product page have?

Most high-converting product pages have between 5–8 images covering multiple angles, close-ups, lifestyle, and demonstration shots.

Do I need a professional photographer for ecommerce product photos?

While smartphone cameras have improved, professional product photography ensures consistent lighting, styling and quality that builds brand trust and reduces return rates.

What is the difference between product photography and lifestyle photography?

Product photography typically shows the item on a clean background, while lifestyle photography shows it in context, being used or styled in a real environment.