New Study: More lifestyle images increase AOV
Lifestyle images enable consumers to more easily envision products in their own lives, significantly increasing trust and willingness to purchase more.
What are lifestyle images?
Unlike standard product photos, lifestyle images show the product 'in action'—for example, being worn, used in a home setting, or combined in a "look". This allows customers to immediately see how a product fits their lifestyle, space, or taste.
Why does this increase order value?
Lifestyle images trigger emotion and enhance relatability. A customer who sees a chair in a fully decorated living room or a jacket as part of an outfit gains both inspiration and confidence. This often encourages them to purchase not just one product, but multiple items together.
Impact on shopping behavior
More bundle purchases: "Shop the look" inspiration encourages customers to select multiple products at once.
Higher trust: Realistic, human imagery lowers the barrier to adding accessories or complementary items to the cart.
Authentic context: Real users in recognizable settings increase credibility and thus the likelihood of a larger purchase.
Real-world examples
Fashion brands allow shoppers to add complete outfits to their cart with one click. Home furnishing specialists display not just an armchair, but also matching cushions and a rug—resulting in customers more frequently ordering the entire set.
How to implement this
- Add lifestyle images to your most important products and product categories
- Show bundle combinations and accessories in the same setting and make it easy to buy everything together
- Photograph with real people in realistic environments for maximum impact
- Test which types of images resonate best with your target audience by monitoring data
Evidence from recent studies
Research shows that authentic lifestyle images particularly strengthen feelings of trust and inspiration. This lowers the purchase threshold and increases the likelihood that customers will add more to their order. The greatest increase in average order value (AOV) is seen in webshops that creatively use visual bundles and contextual photography.