The 4 W’s – What you need to know about Mobile Ready Hero Images

They don’t wear capes and they’re not lusting after spandex pants, but mobile ready hero images are responsible for a hike in online sales. When utilised by well-known skincare brand, Simple, sales shot up by 19.6%; and sales jumped by 24% for ice cream brand Magnum.

Used predominantly by online grocers and other digital retail outlets like Amazon, ‘mobile ready hero images’ refers to the predominant image of a product on a site’s inventory. In order for it to be ‘mobile ready’, it must detail key information about the product, such as: flavour, size (quantity, weight or ml) and type.

Actual single-pack packaging
Triple pack shot adapted for mobile

 

The aim behind mobile ready hero images is simple. With around 40% of ecommerce purchases during the 2018 holiday season being made on mobile and over 60% of Amazon users utilising mobile – it’s more important than ever to provide a positive customer experience for mobile users. By displaying a product’s key criteria on its first image, brands can easily stand out to mobile users. To date, mobile ready hero images have been adopted by over 80 retailers in more than 40 countries.

Whilst many retailers have their own specifications surrounding hero images, an ‘official’ guideline document has been produced by GS1 (a global supply chain standards body). These guidelines are neither enforced, nor mandatory – but they are a great place to start when it comes to optimising your images.

The 4Ws

The 4Ws are the key elements that determine what should be featured on a mobile ready hero image.

  1. Who? A recognisable brand name and/or sub-brand. (i.e Coca Cola is the brand, ‘Life’ is the sub-brand).
  2. What? The type of product or ‘functional name’. (i.e ice cream, moisturiser, multi-surface)
  3. Which? The variety or characteristic of the product. (i.e flavour, fragrance, colour)
  4. HoW? How much of the product there is. (i.e 4 sachets, 750ml, 200g).

There may, occasionally, be a need for more information such as age range or several measurements – GS1’s document details all and every contradiction or query.

Brands and retailers are also urged to ensure that ‘the customer should not be able to notice, at a glance, any discernible difference between the physical pack and its online representation on a mobile device. Visual elements that appear on the Digital Pack should be consistent with the ones used on the physical pack.’

Thus far, the impact of these images is widely measurable:

  • Unilever has reported up to 19.6% increased online engagement in A/B testing, and an 8% lift in shampoo sales on Amazon mobile.
  • Danone Waters’ Volvic Touch of Fruit range has enjoyed a 20% growth in online sales since employing the use of mobile hero images.
  • Surf branded products saw an average weekly sales uplift of 74.5%.
  • Mini Magnum sales grew by a tasty 24%.

Molzi’s advice:

Mobile optimisation is a huge priority for us, and we endeavour to produce the best looking content for our clients and their stores. Currently, mobile-ready hero images are being used largely by FMCG brands. We have seen increases in click through rates for our consumables clients by adapting Amazon hero images for mobile users. With more than 60% of Amazon users shopping on mobile, hero image optimisation is a topic we’ll no doubt be talking to you more about soon! 

Read this guide for more tips on optimising your Amazon product detail pages

 

 

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