In digital marketing, continuous experimentation is the key to success. For one of our customers, we wanted to find out if the use of environmental images in the Google Shopping feed could deliver better results than traditional product images with a white background. The results? A significant increase in click and click frequency (CTR).
Why test environmental images in the Shopping feed?
The Google Shopping feed has traditionally been dominated by product images with a white background. These give a neat and consistent expression, but we would see if more inspiring and relevant images could improve the results.
Using environmental images we could:
- Create more emotional connection to the products
- Separate us in a competitive advertising environment
- Improve user experience by showing the product in a relevant context
This is how we performed the test
Hypotosis
Environment images in Google Shopping Feet will lead to higher click rate (CTR) and more clicks compared to product images with a white background.
Methodology
Selection of products We chose different products that already had stable performance in the Shopping feed.
Change in product images Originally, the products had standard product images with a white background. We updated the images of environmental images where the products were shown in a natural setting (e.g. in use or on a covered table). Measurement parameters
- Number of views
- Number of clicks
- Click Frequency (CTR)
Comparison period We analysed the results 8 weeks before the shift of image; and 8 weeks after to measure the effect of the change. This provided a solid data base to assess how the update affected the results.
Environment images significantly increased clicks and CTRs
Percentage change in measurement parameters 8 weeks before vs 8 weeks after the change in image:
Views: +92,70 %
Click: +177 %
CTR: +43,70 %
We see a clearly positive effect after the switch to environmental images. Although increased exposure has contributed to multiple clicks, it shows: significant growth in CTR that the advertisements themselves have become more attractive. This suggests that users were more involved in environmental images than in previous product images with a white background.
What does this mean for your strategy in Google Shopping?
Our findings show that: visual content has a major influence on user behaviourSo let's say that this is the same thing as that. Here are three takeaways for you who work with Google Shopping:
- Test different image types Although product images with a white background work well, environmental images can produce better results. Test both and measure the effect.
- Use context to increase exposure Show the product in use – this can make it more attractive to potential customers.
- Data should manage your decisions Through experimentation, you can find out what actually works best for your products and then optimize.
Conclusion: Experimentation is the way to better results
This experiment shows that small changes in image usage may have a major impact on clicks and CTR in Google Shopping Feed. In continuous testing and data-driven strategy adaptation, advertising can be optimised against better results.
Have you considered testing environmental images in your shopping ads? Contact Us in INEVO to learn more about how we can help you experiment and optimize your digital marketing! ▪