As you can imagine, to present your product well, the way you illustrate your product page is crucial. In the case of an online store, your clients won’t have access to all their senses to judge your product. They won't be able to touch it or smell it. The only sense that will be solicited is of course the sight. 
Beyond the product itself, when we talk about online commerce, we know that the link between the merchant and the client is more difficult to establish since the human aspect is much less present than during physical sales (don't forget the Storytelling to fill this gap!). Your images must therefore reflect the quality of your product and your professionalism.

The quality of your photos reflects the quality of your work

Would you trust a physical merchant who sells you their products in a torn or untidy packaging? For e-commerce it's the same thing. The images on your product page are the only visual your clients will have of your product. 
So forget about poor quality, pixelated or dark images. Your visuals must be of good enough quality so that your future clients can imagine themselves with your product as if they had it in hand. 

Is the visual more important than the text?

Yes and no. As you saw in the previous lesson, the importance of the textual content of your product page has been proven. But remember that studies show that 90% of the information transmitted to the brain is visual, and that 80% of people remember what they see. 
Text and visuals are complementary and you shouldn’t neglect either of them when creating your product page.
Moreover, when we talk about visuals, we don’t necessarily limit ourselves to images. Think of varying the formats according to the type of product you sell and the message you want to convey. Video, for example, can be a very effective tool for presenting your products or their use: video simplifies your message for your future clients, who won’t have to analyze the text and images of your product page. It can be useful to locate your product in space, or to show your product in action and highlight its usefulness or ease of use. Know that the presence of an explanatory video can increase your conversion rate by 20%, and that 96% of consumers recognize that seeing a video on a product is useful in the purchase decision process. 

In some cases, video can also be an original way to deliver client reviews in a more lively and human way.