In the e-commerce industry, the Product Detail Page (PDP) typically features a classic set of photos taken in a studio, showcasing the product on a white background with views from all necessary angles. This standard practice is excellent for displaying product details, which are essential for helping customers determine if the product meets their needs. However, if you’re managing a sports project or brand, you might be wondering if this visual content alone is sufficient. A product description might explain that your jacket is ideal for heavy rain outdoors, but how impactful would a lifestyle or in-action photo be? Or content generated by a customer, showing how that jacket has remained their go-to gear after years of use?
Below are some reasons to consider adding real-life content to your PDP. You might already have this content from marketing assets, social media, advertising campaigns, and more. As highlighted in other articles on this blog, this information is particularly useful if you’re working in the sports industry. A relevant side note: many brands limit their lifestyle images to social networks (including videos). However, keep in mind that some customers go directly to the PDP while shopping, bypassing social media entirely (e.g. from a Shopping/PMAX campaign, organic search results, etc.).
Show the product in action.
The word “action” is closely associated with “sport.” As a customer looking to buy new gear for sports, you want to see the product in action. Customers are eager to connect with athletes or top professionals using the same products they’re considering. They want to imagine themselves in similar scenarios or aspire to achieve those moments. While studio packshots are useful for presenting the product, they do not convey action, speed, effort, discipline, or other core values of sports. Lifestyle photos that authentically capture sporting goods in action are key to demonstrating the full potential of the gear.
Show the product exposed to weathering.
If you engage in sports or outdoor activities, you know that your gear faces exposure to various elements. It gets dirty, soaked in sweat, rained on, muddied, and exposed to sunlight and rough terrain. Consider the following advertising image from Norda: the product is covered in mud, as one might expect from winter trails. Why not add such advertising images to the product page? These images can also illustrate product durability over time, which is a critical consideration in the sports industry. If your products excel in terms of longevity, showcase that to customers. User-generated content (UGC) on social media can provide images of products after years of use. Comparing a brand-new product with one that has been used for years can effectively demonstrate long-lasting quality.
Show the exact product colour output.
Sometimes, the colours displayed on your PDP are not entirely accurate. Customers want to see real-life colours as they appear under different lighting conditions. Take sunglasses as an example: for the “Aeroshade XL” by Scicon, there is a noticeable difference between the studio images and those in the “Gallery” (with lifestyle images) and the “Scicon Community” (with UGC content). Reproducing the exact colours indoors is challenging, especially when considering the variations in natural lighting. Additionally, research suggests that “when consumers see products on a diverse range of people, they gain a more comprehensive understanding of how the product might look on them. This can help reduce return rates” (from Flowbox.com).
For more on this example, you can read a case study on Flowbox.com. I led the e-commerce team at Scicon Sports when this content and tool were introduced. As our Global Brand Manager noted, “For Scicon Sports, UGC has been invaluable in showing a broader range of images of athletes and customers using our sunglasses, beyond what we capture in photoshoots. Featuring real customer photos and social media posts provides potential buyers with social proof and inspiration.”
Make a technical product appealing.
Some products, particularly those that are highly technical, may not be immediately appealing or comparable to fashionable items. For these “service” products, like a bike travel bag, lifestyle images can evoke dreams of travel and adventure. Highlighting moments, such as packing your bike or preparing for a trip, can be more compelling than focusing solely on the product itself. This approach can be applied to accessories and gear like backpacks, lights, watches, poles, and similar items, which are often highly technical. By associating them with aspirational moments, you can make them more appealing.
Increase confidence: social proof and community.
Boosting customer confidence in your product, as outlined above, can lead to increased sales. Social proof is particularly critical for attracting new customers. As mentioned, UGC is a powerful tool for adding social proof to your product pages. Including content from athletes, ambassadors, and influencers is valuable on its own, but incorporating content from everyday customers can be even more impactful. This not only enhances social proof but also fosters a sense of community. Customers identify with content from their peers, and your loyal customers may appreciate seeing their photos featured on their favourite brand’s website, further strengthening community ties.
Last but not least: increase sales.
The primary objective of an e-commerce store is to generate revenue and profit. All the reasons outlined above demonstrate how lifestyle images and UGC can add significant value to your store. By enhancing your PDP with real-life action shots, weather exposure, accurate colour representation, and aspirational imagery, you provide more compelling reasons for customers to make a purchase.
Bonus track (Shopping Feed).
You can also add these images to your product feed (e.g., Google Shopping Feed), enriching your classic Shopping/PMAX advertising content. See the article from Google here: https://support.google.com/merchants/answer/9103186.
Actions after reading
If you need guidance on how to integrate this content into your project, please feel free to contact me. Email: andreafagandigital@gmail.com
Side notes, credits, sources
Articles: Flowbox.com.
Images: Sciconsports.com,Ternua, Altrarunning.eu, Facebook Ads, Gearlimits.com.
