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Static Images Are Losing the Engagement Battle

There is a measurable cost to serving static images. Not a performance cost — that’s a different conversation, one I covered in an earlier post on Cloudinary as a DAM. This is an engagement cost: the gap between what a user feels when they interact with a product image and what they feel when they look at one.

A 2017 paper in Computers in Human Behavior quantified this gap directly. Blazquez Cano et al. ran a controlled experiment with 218 participants browsing fashion clothing on an iPad — split across three conditions: static images, 360° visual rotation, and tactile simulation (a scrunch gesture that deformed the fabric texture on screen). The engagement scores across dimensions like novelty, felt involvement, and endurability were significantly higher in both interactive conditions than in the control group. The static image condition scored 1.34 out of 7 for novelty — participants essentially disagreed that they felt any curiosity or interest. The interactive conditions scored 4.63 and 4.95 on the same measure. The paper is readable in full here.

Cloudinary DAM

I was lucky enough recently to implement Cloudinary as a DAM solution on a project. A DAM being short for a digital asset manager. This is a type of cloud service typically used in the media and entertainment sectors. They’ve been around for decades but SaaS solutions have opened up, offering these services to the wider website consumer market. This enables sites running on Wordpress or Mageneto (or any CMS) to pick up an off the shelf solution. There are real SEO and User Engagement benefits to integrating one into your asset pipeline. Lets dig in to what Cloudinary has to offer and why this can help a website.