Imagine this: You see a friend with a pair of sweet-looking Yeezys, snap a pic with your phone and are seamlessly delivered to a product page featuring the exact same pair of shoes. Too pricey or not your size? The same page also shows visually similar items.
That’s the power of visual search. It can help shoppers zero in on a specific product amid a sea of SKUs. It requires no typing, streamlining the path to purchase. It can help bridge the customer experience gap between the physical and digital worlds. And it’s already here.
“A lot of the future of search is going to be about pictures, not keywords,” -Ben Silbermann, CEO, Pinterest1
Tech and ecommerce giants are already preparing for a sea change in how search queries will work as users migrate away from text-based searches and towards visual and voice. Amazon, Google, Alibaba, Microsoft, Facebook, eBay, Pinterest—all now have their own visual search engines.
The Inflection Point is Approaching
While the groundwork for visual search is currently being laid, it hasn’t reached mainstream adoption just yet. A recent eMarketer/Bizrate survey, for example, found that only 10% of shoppers had ever used visual search.2
But there are some serious signs that customer behavior is changing. One year after rolling out its visual search engine, Pinterest reported that users conducted about 600 million visual searches a month on its platform, a year-over-year increase of 140%.3
And personalization service provider RichRelevance found that 52% of shoppers wanted to see similar items after taking a picture of a product they liked.4
Other research underscores the trend of visual media displacing text among customers. A study from Intent Lab found that 59% of online shoppers thought visual information about products was more important than text.5That figure was even higher among certain product verticals, with more than eight in 10 furniture and clothing shoppers placing more importance on visuals than the written word.
TurnTo Can Bolster Your Visual Content Strategy
Clearly, the importance of visual media is only set to grow, especially as visual search becomes more common. TurnTo’s Visual Reviews™ are designed to make gathering photos and videos for your product page simple and easy, and are fully indexable by search engines.
Our visual-first collection flow means that customers responding to a review submission request on a mobile device can be asked to share a photo of their purchase before doing anything else. And our use of advanced logic means we can nail the timing of the request, helping to drive up collection rates.
TurnTo’s highly configurable widgets also give brands and retailers granular control over how consumer-generated visual content is displayed. That means that for companies in verticals where photos and videos are especially important to shoppers, Visual Reviews™ can be prominently displayed on product detail pages.