VISUAL BRAND PERFORMANCE REPORT

Nuts

How are nut brands capturing attention and driving conversion with their product imagery on Walmart?

Vizit analyzed visual content from the top-searched nut brands on Walmart, including images from 97 unique listings and 14 brands. The chart below displays the visual brand performance of all 14 brands based on the scores of their product listing page imagery.

Visual Brand Performance Leaderboard:

The Nuts Brands With the Most Effective Visual Content on Walmart’s Digital Shelf

Sahale brand’s visual content outscores all other top-searched nuts brands on Walmart’s digital shelf. The brand’s high score is driven by effective packaging design, as well as carousel images that include close-up shots of product texture. Among the top-5 scoring brands there are also 3 other smaller category players – Beer Nuts, Power Up, and Fisher Nuts. While Blue Diamond brand has lower than average scoring carousel images, their high-scoring product hero images place them in 4th place for overall. 

See the full list of nut brands ranked by visual effectiveness with online snack shoppers here > 

The Hero and Carousel Image Design Trends that Increase Traffic and Conversion Potential

An AI-analysis of hundreds of nuts product hero and carousel images on Walmart’s digital shelf surfaced distinct trends in which images and design techniques drive visual effectiveness for online snack food shoppers. 

Traffic-Drivers: Characteristics of High-Scoring Product Hero Imagery

Large product visuals on front of packaging

Product hero images that include large visuals of nuts on the front of packaging with ample negative space are highly effective for snack food shoppers. Sahale brand nut product hero images exhibit this trend.

Clear & visible product illustrations

Product hero images with larger, clearly visible illustrations score higher than those with smaller or rotated and obscured illustrations. In the Planters brand example the product hero image with the large, clearly visible brand illustration scores over 40 points higher than the product hero image that displays the illustration at an angle.

High contrast horizontal packaging sections

Product hero images that display packaging with high contrast horizontal sections – as seen with the Power Up brand products – score highly with online snack shoppers. While the product description captures consumer attention, the top of the packaging design ultimately drives high scores with snack shoppers.

Conversion-Drivers: Characteristics of High-Scoring Carousel Imagery

Isolated images of nuts on white backgrounds

High-scoring nuts supporting carousel images on Walmart include close-ups of nuts on plain backgrounds. Consumer attention and engagement are captured by the texture of the unpackaged nuts. Images from Sahale, Wonderful Pistachios, and Beer Nuts exemplify this trend.

Overhead recipe & meal images

Carousel images shot from above that show nuts used as part of a recipe are visually effective for Snack Shoppers. In particular, these images are highly effective when shot against brightly-colored backgrounds. Power Up and Fisher Nuts make use of this trend in their listings’ carousel imagery.

“Lock Seal” product feature infographics

Carousel images that convey the “fresh lock seal” product feature are visually effective for online snack shoppers, especially when human hands are also included in the image. Planters brand nuts uses this type of imagery frequently on their product detail pages.  

Insights to Action: Optimizing Digital Shelf Imagery at Scale with Visual Brand Performance

According to Salsify, 30% of U.S. shoppers say they will not purchase a product if images are missing or low quality, while 70% say they are more likely to buy a product from a personally relevant product page.  Even if you’ve nailed your description, search, reviews, inventory, and pricing – the wrong visual content can mean millions in lost sales every year. Using the power of AI and machine learning, Vizit gives brands the power to measure the impact of product imagery to ensure it’s relevant for specific consumer audiences. Leading brands are utilizing Vizit’s Visual Brand Performance platform to create, identify, optimize, and monitor the effectiveness of imagery at the speed and scale of ecommerce.

About Vizit Predictive Image Insights

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