is a picture really worth a thousand words? – on the role of images in e-commerce
TRANSCRIPT
Is a Picture Really Worth a Thousand Words? – On the Role of Images in E-commerce
Wei Di, Neel Sundaresan, Robinson Piramuthu, Anurag Bhardwaj eBay Research Labs, eBay Inc., San
Jose, CA
http://labs.ebay.com
Image: Significant Variation in C2C market
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Convey unique VISUAL information
A reflection of TRUST-WORTHY marketplace
Changing landscape of e-commerce
C2C Market: Variation in Images
Standard merchandising imagesMajority in Individual Seller dominated Market
Goal
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Image Factors: Display Format Quantity Image Quality
E-market: Category User Behavior Conversion …
Systematic Detailed Study on:
Difference across Categories, Sellers, Buyers? Difference across Display format, Quality, Quantity? Always improve the Conversion Rate? Compared to Other Selling Variables?
Overview Study: Quantity
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- Conversion rate doubled twice when using two images as compared to one. - Using more than two photos do not help.
Image Quantity vs. Conversion Rate
Overview Study: Quality vs. User
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Buyer – Do they care?
A: most frequent buyerE: least frequent buyer
Experienced buyers - Less sensitivity Inexperienced buyers - More concern about the quality of image.
Transaction data
Case Study: Resale – Profiting from Better Pictures
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Strong correlation between increment in photo count and profit rate, not image quality.
Images are copied from the initial sale, and modified by cropping and scaling.
Image Quantity vs. Image Quality
Case Study: Better Image Leads to More Watch?
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Positive correlation of “Watch” per item vs. Image Quality
Image Quality vs. User’s behavior (attention)
Apparel based category (left) more impacted by image quality than category
(right) of more unique product.
Action Model: A Regression Explanation
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Table 2 Logistic Regression Results for “Clothing, Shoes & Accessories”.
Jointly understanding image impact with other selling dimensions
Three factors (Format, Quantity, Quality) exhibit significant impact on products that rely more on visual.
Conclusion & Future Work
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First systematic study jointly considering multiple key e-commerce
dimensions.
Positive evidence - images increase buyer‘s attention, trust, conversion rate,
but vary in it’s own dimensions (display, quantity and quality).
Image quality matters more for products rely more on visual information, but
shows ambiguous results on other categories.
Future work includes content based image quality to understand the impact
of image aesthetics on attracting buyer‘s attention.