Did you know… 63% of online customers consider image quality to be more important than product-specific information, long descriptions and even ratings/reviews.
While having hi-res static images is good (better than just words) there’s nothing like a 360 spin, because it allows your customers to see the product from every angle, making them feel as if they’re physically holding it in their hands.
It’s the closest thing to a real in-store experience. That’s why:
- 360 spins help sell more products: various reports place the increase in conversions and sales from 5% to 40%.
- 360 spins help reduce returns: one retailer found that 360 spins minimised disappointment by accurately demonstrating the product, reducing product return rate by 50%.
So if 360 spins are so beneficial for e-commerce sites, why isn’t everyone using them?
The problem with 360 product photography
Some retailers have shown concern that shooting 360 spins of their products might be a “confusing and expensive process”. In fact, the opposite is true – it can be a smooth and highly profitable process – but only if you have an efficient workflow and quality photography.
360 spins are usually created by displaying series of static images, to give the illusion of a video, which the customer can then rotate on their screen. But there’s a lot that can go wrong in that process:
- If images don’t perfectly align, your spin will wobble.
- If too few frames are used, the spin will feel jerky.
- If lighting or reflections are inconsistent, your product can look cheap.
Here are three very poor 360 spins:
When your customers are primarily making their decision based on imagery, a poor 360 spin is worse than no spin at all.
So what can you do to improve your 360 spins?
How to improve 360 product photography
There’s only so much Photoshop trickery you can apply to a poorly photographed product, so the best way to achieve the perfect 360 spin is to start with quality photography. Take time to plan your shoot and think about how the end result should look – then work back to make sure you cover off everything you possibly can during the shoot.
1. Choose the number of rows
The most common type of spin uses a single row of photos. This gives a full 360, from left to right, to demonstrate simple features of your product. They’re perfect for most products and are relatively easy to create.
If you want to show your product from above as well, you can shoot multiple rows, so your customer can rotate the image up/down as well as left/right. It takes more time to shoot multiple rows but the result gives a customer even more control to look all around your product and understand it.
2. Choose your 360 spin source media
While most 360 spins are created from a set of static photos, it’s also possible to generate spins from a video or 3D model file (such as Blender, 3dsMax or Keyshot).
Photos: the most common 360 spins are created on a single row with 24, 36 or 72 images. The more frames you use, the smoother the spin – ideal for luxury products where you want the customer to feel as if they could reach out and touch the product.
Videos: convert videos into super-smooth spins (up to 360 frames) when you want to get a little more creative with live models, for example when showing clothing or jewellery, or other video ideas you have.
3D models: animate your product in ways that simply wouldn’t be possible using traditional 360 photography (a Sirv animation can contain up to 500 frames!). Add life-like perspective to your product, allowing the customer to get an idea of the size and scale from all angles.
3. Add depth with shadows
Adding shadow to your 360 spin adds drama, helping it feel more real because the experience has a third dimension. It’s no longer ‘just’ a shoe, it’s a shoe on the ground, ready to be stepped into by your customer. But remember, less is more – the last thing you want is for your shadow to out-shine your product by being too pronounced.
4. Make your 360 spins pop with reflections
Adding a little sparkle and shine, reflections are generally applied underneath the object. They’re the perfect way to boost your product’s appearance by adding a bit of sophistication, glamour and luxury to the overall look and feel of your 360 spin.
5. Experiment with the background
Most e-commerce sites show their products against a pure white background because it makes them ‘pop’. Sometimes a dark background produces a better contrast – particularly when shooting metallics, such as jewellery and watches, or light-coloured objects. In either case, it’s important to think about your overall website design, plus the creative vision for your product.
Perfect 360 product photography, every time
The perfect 360 spin relies on quality photography. As well as the top 5 tips above, we’ve prepared an editable 360 spin photography brief, of 17 checklist points to help you capture quality photos.
After your photography is ready, it’s time to put your spins on your website!
Choosing the best 360 degree product viewer
You’ll need a great 360 product viewer to match your perfect 360 photography. If the spin takes too long to load or doesn’t work on every device, the user experience will be ruined, leading to lost sales.
A great 360 product viewer should have the following features:
- Easy 360 spin creation. Drag and drop uploads.
- Spin to video and vice-versa conversion.
- Spin management and organization.
- Easy integration with any website.
- Easy 360 spin sharing and user access management.
- Fast loading with great user experience.
Luckily, Sirv ticks all of those boxes.
Take a look how easy it is to create a 360 spin with Sirv:
With ready-made modules and extensions for most the popular e-commerce platforms and CMS’s, it’s a breeze to integrate.
All Sirv Spins use dynamic imaging technology, which adapts every spin to the user’s device. Served from our own global CDN, your spins will load as fast as technically possible. Give Sirv a try yourself.