Helping your customers find and learn about your products should be one of your highest priorities as an international ecommerce seller. Eloquent, persuasive, text-based content is one way to accomplish this goal. However, you need to find other ways to attract and engage those customers who are not fluent in your site’s native language. Next to finding the right international merchant account from a reputable payment provider, addressing this challenge is arguably one of the most important keys to your global marketing success.

The importance of visual imagery.

You might be wondering why translating your textual content into other languages is not enough. After all, you could hire someone who is fluent and make your merchandise come alive in any number of languages.

The problem with this solution is that potential customers read and write in numerous languages. India, for example, has 22 languages specified in its constitution. In spite of your best translational efforts, you would probably find it difficult to make your content available in all of them.

As a result, you would most likely be unsuccessful in reaching an important sub-section of your potential buyers. That is why, in addition to high-quality translation, you need to implement imagery that will help to educate and guide your guests and ultimately facilitate a successful sale. Doing so will also be useful for guests who may speak your site’s language but have a low level of literacy.

Imagery is a term that refers to the use of illustrations, videos, photos, and graphics to pass on information, inspire emotions, and enhance the overall user experience. It can provide a vital additional layer of detail that can attract the attention of virtually any buyer regardless of their proficiency in your language.

Support easy navigation.

If visitors to your site find it cluttered, confusing, or otherwise difficult to navigate, they are very likely to click away, never to return. For instance, images placed alongside elements such as menus can help users to identify the category of the products they want. By the same token, pictures will aid shoppers in drilling further down into the merchandise to browse your selection and ultimately hone in on the best option. Keeping images clear and the space surrounding them uncluttered also assists people in making choices in line with their needs.

When determining if your imagery is accomplishing its purpose of engaging and guiding shoppers, test its information scent. This term refers to a procedure in which you show images to test subjects without including any text labels. If participants cannot accurately decipher the products or categories, you should consider modifying your images.

Pictures and videos.

Customers of all types love to interact with the products on your site in various ways. In addition to providing text that describes important details such as tech specs, pricing, feature descriptions, size or color choices, care instructions, and guarantees and warranties, you can enrich their experience by including photos and videos. These help viewers to imagine how your merchandise will fit into their lives. This is particularly true for people experiencing language barriers. For instance, a potential buyer might not be able to articulate their interest in a dress’s fabric texture but can readily see it in the nonvisual features you have incorporated into your site.

Use icons to refine navigation even further.

Customers who are not fluent in the site language or who have a low literacy level will often struggle when confronted with a page of straight text. You can enhance their shopping experience by including clear, easily recognizable icons next to important places in your product descriptions. These often work better than product photos, which are frequently complex and feature numerous images, making it difficult for the user to distinguish what you are talking about.

Best practices for using images on your website.

Adding compelling videos, photos, icons, and other graphics to your website requires thought and attention to detail. In order to create the best user experience, the following guidelines will be helpful.

• Select visuals that align with your brand identity and product selection and are of high quality. Avoid low-resolution choices that are unclear or take away from your business’s credibility.
• Be consistent in your use of visual elements, color schemes, and image types across your website. Especially for buyers who speak other languages, this homogeneity can help to solidify your brand image and clarify your mission and product selections.
• Optimize for mobile users. Customers from all over the world are increasingly shopping via their cell phones. Therefore, you should compress and resize files whenever possible to maximize download speeds. Also, use appropriate file formats such as JPEG and PNG that allow you to maintain the quality of your visual content. Using responsive images helps to ensure that your content is displayed clearly on all types of equipment, including tablets, desktops, and mobile devices.
• Pay attention to image placement. When done right, this helps to emphasize important details, complement your verbal content, and illustrate concepts.

The best use of imagery comes when you choose and use it effectively. To that end, make it a priority to understand the preferences, interests, and culture of your customers so that you can tailor your visuals to them. When you fully embrace the power of images, you will be able to tell or embellish upon a cohesive and compelling brand story that will have buyers choosing products and successfully making a purchase via your payment gateway.

Whether you are selling domestically or globally, enhancing the user experience should be one of your primary goals. Customers who understand your brand and product choices on various levels will be more likely to picture themselves buying and using what you have to offer. The effective use of images throughout your website is an excellent way to deepen and further enrich the shopping journey for all buyers.