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Advanced Imaging Magazine

Updated: July 8th, 2008 05:26 PM CDT

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INDUSTRY NEWS

March 2002


IMAGE QUALITY DRIVES ONLINE SALES
Level of Product Detail Influences Customer Purchasing Behavior

We always knew that a picture is worth a thousand words, so it comes as no surprise to us that the results of a Greenfield Online research study demonstrates the critical role image quality plays in closing online deals. The research, conducted in December of 2001 was commissioned by Truespectra Inc. The study was conducted to expose online purchasing behavior and determine the level of influence images and technology have regarding purchase decisions. The study was also designed to measure the extent to which detailed visual content on the Web can help companies direct commerce to other sales channels. Here are some very unsurprising results:

Primary Results: Image Quality Significantly Influences Customer Purchasing Behavior

Of those who responded:

  • 81% indicated that the ability to quickly see product is a very or extremely important factor in determining what and how much they buy online.
  • In households where the income exceeds $100K per year this percentage increases to 85%.
TNS Intersearch image 1 TNS Intersearch image 2

Conversely, companies who provide customers with poor quality images and/or slow image load-times risk the loss of a significant number of potential sales:

  • 64% sometimes or very frequently do not complete an online purchase due to poor image quality or difficulties loading the pages.
  • 55% who have been faced with poor image quality or difficulty loading the pictures during the online sales cycle either give up or buy from the competition.
  • Only 8% said they return to the site later to purchase the item.
  • 81% would shop or gather information more frequently at Web sites that allowed them to quickly zoom in on images and see greater product detail.
  • 79% would be more likely to shop at sites offering zoom capabilities.

In spite of the recent economic debacle, regular Internet users--defined as men and women between the ages of 25 and 55, connecting from both work and home--remain an affluent demographic and are still active buyers:

  • 75% use the Internet more than once a week to gather product information prior to making a purchase.
  • 33% visit the Internet at least monthly to make purchase decisions that month.
  • 80% earn over $100K in income per year, and a majority represent households with children.

More information about TNS Intersearch is available on its Web site: www.intersearch.tnsofres.com.

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