Products can be compared
Posted: Sun Jan 19, 2025 4:33 am
In this article more about why searching via images is so useful. But especially, what you can do as a (web)shop to make images score.
Purchase starts with (online) orientation
A consumer goes through different phases when buying a product. Cor Molenaar has summarized the different phases in a practical model, the so-called ORCA model. It starts with orientation: information is gathered, interaction takes place between the supplier and the buyer and the buyer takes action. These different phases can take place both online and offline.
ORCA purchasing model by Cor Molenaar
Orientation on text or image
During the orientation phase, the consumer has identified a need. However, he or she does not yet know exactly how to fulfil this need. A general orientation begins. The route a consumer follows in this orientation partly depends on the nature of the product:
Functional character : a product description plays a major role (an internet subscription or book)
Social character : the opinion of others is important.
Visual character : the emphasis is on the external features of the product.
If the visual aspect of a product is of decisive importance, it is obvious that the consumer prefers to orient himself on this visual aspect . Pinterest plays into the need for visual information, but in addition there is the possibility to search for images via Google.
Why search by image?
A small exploratory (and absolutely not representative) study in my personal environment has revealed at least the following advantages of searching via images.
1. It provides inspiration
First of all, searching via images offers a lot of inspiration. If someone is looking for a kitchen, he will not only see which kitchen cabinet he likes, but he will also get ideas for the layout or decoration. It can bring up a search result that he did not know existed.
What is possible in the field of wooden toys? Searching by image offers inspiration.
2. The visual aspect is of crucial importance
In general, visual search will be important for home furnishings and clothing, for example. But for most physical products, there is a target group that finds it very important that the product looks attractive (sturdy, robust, striking or fits in a certain environment).
Even with a practical product like a drill, there will be people for whom its appearance is important, for example whether the drill looks solid and powerful.
3. Sometimes the correct search term is not known
Visual search can also be useful if someone does not know the right term for a product, but does know what it looks like. By entering a search term broadly, the desired search term can often be found quickly.
If the name of a product is unknown, an image search can help: what is this type of pliers called again?
4. It concerns unique products or providers
Sometimes the supply of a certain product per supplier is not large. For example, someone is looking for a very specific Brocante coat rack or a table with a different size. He can of course search on the websites of all suppliers of Brocante articles, but that can be a long way. It is much easier and faster to search via images.
Some products are so specific that there is not much supply. The supplier is then of less importance.
Another last but not least important advantage is that you can easily and slovenia mobile phone number list quickly compare many products on one results page.
Take visual orientation into account
So are you a supplier of products and are the above-mentioned benefits relevant to your customers? Keep in mind that (potential) customers search for your products via images. Because the fact that you have a high ranking in Google search with your offer does not automatically mean that you are doing well between the images.
Tips to capitalize on image search behavior
The latter advantage, consumers can view many products on one page, is also an advantage for suppliers. It is not necessary to be in the first, say, ten results to be found. But of course you can do a few things to increase the chance that your image will be clicked on.
Tip 1: Make sure your images are findable
Image search engine optimization is also known as image SEO . It is useful to keep an eye on the latest state of affairs when it comes to image SEO, and the extent to which you are responding to this. Aspects that you should pay attention to include:
Purchase starts with (online) orientation
A consumer goes through different phases when buying a product. Cor Molenaar has summarized the different phases in a practical model, the so-called ORCA model. It starts with orientation: information is gathered, interaction takes place between the supplier and the buyer and the buyer takes action. These different phases can take place both online and offline.
ORCA purchasing model by Cor Molenaar
Orientation on text or image
During the orientation phase, the consumer has identified a need. However, he or she does not yet know exactly how to fulfil this need. A general orientation begins. The route a consumer follows in this orientation partly depends on the nature of the product:
Functional character : a product description plays a major role (an internet subscription or book)
Social character : the opinion of others is important.
Visual character : the emphasis is on the external features of the product.
If the visual aspect of a product is of decisive importance, it is obvious that the consumer prefers to orient himself on this visual aspect . Pinterest plays into the need for visual information, but in addition there is the possibility to search for images via Google.
Why search by image?
A small exploratory (and absolutely not representative) study in my personal environment has revealed at least the following advantages of searching via images.
1. It provides inspiration
First of all, searching via images offers a lot of inspiration. If someone is looking for a kitchen, he will not only see which kitchen cabinet he likes, but he will also get ideas for the layout or decoration. It can bring up a search result that he did not know existed.
What is possible in the field of wooden toys? Searching by image offers inspiration.
2. The visual aspect is of crucial importance
In general, visual search will be important for home furnishings and clothing, for example. But for most physical products, there is a target group that finds it very important that the product looks attractive (sturdy, robust, striking or fits in a certain environment).
Even with a practical product like a drill, there will be people for whom its appearance is important, for example whether the drill looks solid and powerful.
3. Sometimes the correct search term is not known
Visual search can also be useful if someone does not know the right term for a product, but does know what it looks like. By entering a search term broadly, the desired search term can often be found quickly.
If the name of a product is unknown, an image search can help: what is this type of pliers called again?
4. It concerns unique products or providers
Sometimes the supply of a certain product per supplier is not large. For example, someone is looking for a very specific Brocante coat rack or a table with a different size. He can of course search on the websites of all suppliers of Brocante articles, but that can be a long way. It is much easier and faster to search via images.
Some products are so specific that there is not much supply. The supplier is then of less importance.
Another last but not least important advantage is that you can easily and slovenia mobile phone number list quickly compare many products on one results page.
Take visual orientation into account
So are you a supplier of products and are the above-mentioned benefits relevant to your customers? Keep in mind that (potential) customers search for your products via images. Because the fact that you have a high ranking in Google search with your offer does not automatically mean that you are doing well between the images.
Tips to capitalize on image search behavior
The latter advantage, consumers can view many products on one page, is also an advantage for suppliers. It is not necessary to be in the first, say, ten results to be found. But of course you can do a few things to increase the chance that your image will be clicked on.
Tip 1: Make sure your images are findable
Image search engine optimization is also known as image SEO . It is useful to keep an eye on the latest state of affairs when it comes to image SEO, and the extent to which you are responding to this. Aspects that you should pay attention to include: