Increase comfort level with photo and video

According to a recent PricewaterhouseCoopers study, 80 percent of respondents said they went online to research electronics, computers, books, music and movies but preferred to buy them in-store. Furthermore, 60 percent of those polled researched clothing, footwear, toys and health and beauty products only to buy the items at brick-and-mortar locations.

What should we take from this information?

People want to see and touch what they're buying," explains MarketingProfs. "They want to experience the product firsthand, whether that means testing an electronic device or trying on a retail garment."

So how can online retailers better utilize the technology at their disposal to create a more visually engaging experience for users that makes them comfortable enough to buy?

Photos and video are the obvious answers, but it's how you utilize them that makes the difference. For instance, when it comes to low-impulse products like electronics, which consumers will want to perform extensive research on because of their high price points, companies should consider 360-degree photography to let them see the entire product.

Video may be more effective for the clothing industry, as it may help customers see how an item fits on a person similar to them in size.

"Instead of wondering whether a dress is pinned on a model, the shopper will start to fall in love with the way the dress flows as a model spins around in it," explains the media outlet.

For food and beverages, the news source recommends still images. Try using special effects with tools such as Adobe Illustrator or Photoshop to make items look as enticing as possible.

Furthermore, images and videos are effective ways to advertise your business or products because they can tell a better story than by simply using text. Virtual catalogues are one example, as they allow users to experience products first-hand. If they come to believe that your product will fit with their lifestyle, they're more likely to make a purchase.

"The best photography and online video truly stir emotion in consumers," the media outlet states. "When your merchandise, your brand's personality and your multimedia content intersect, you've reached a point of authenticity and trust. That is the key to developing customer loyalty and increasing return on investment (ROI)."