Improve Web Conversion Rate by using images

18 Mar 2014
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Published in Blog
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Images help to engage visitors and focus attention on your value proposition and the right graphic helps to personalize your organization.

Personally our clients know that I'm not a fan of using rubbish images just to spice up your web design. By nature, the web is a visual medium and wrong image can create a visual distraction that takes your visitor away from your aim or key message.

Aside from causing a distraction, gratuitous images can also create confusion (specially when they aren't aligned with visitor expectations) and even make a visitor feel insecure (if the quality is low or is commonly used as "stock" imagery). Naturally all of this leads to lower conversions.

I am not against images. In fact, if the right images are placed properly then it is an important element of every website, especially if you are marketing a product/service online. Correct use of the right graphics and images always help personalize your organization especially if your customer's first contact with you is online.

Here are six ways you can use images to increase your web conversion rate:

  • Get Emotional : Believe it or not decisions are made emotionally and neuroscience have shown that of the three parts of the human brain our choices are driven by the emotional "reptilian" brain. And if you remember the reptilian brain is visually oriented and responds rapidly to images. So choose your images very carefully to be sure that they will evoke a specific emotion that will help convert your visitor to a successful client. While this is more easily done for a lifestyle product or service (restaurants, travel, consumer products, etc.) creating emotions through photos and images should be done for all websites. Your decision is to figure out what emotions will help drive the purchase of your product or service and work to create those feelings through your pictures.

  • Be Original : Mostly we have seen a lot of business professionals around a conference table or female phone operator smiling into her headset. Basically i mean stock photos that get overused and become laughable. Stock photos are cost-effective way to include images in your website and marketing materials but they can also adversely impact your web conversion rate. Even after having the most innovative products in your industry, you might lose a lot of customers if your cookie-cutter images make you look like a cookie-cutter company.

  • Keep It Real : If you use testimonials on your site, you know that your customers can be your best sales people. But have you ever considered using a photo alongside each testimonial or shooting a video testimonial? Include your customers photos and videos throughout your website and not only on a testimonials page will help you to build trust and confidence with your organization. Showing real people who have benefited from your products or services will certainly make a huge impact on your website conversion rate.

  • Be Symbolic : Your company might not have an immediate brand recognition but you must use high quality logos and recognizable symbols to inspire confidence and reduce doubts that your company is worthy of your visitor's business. If your company has been written about in news, then include the logo of the media outlet. If your clients represent well-known companies then display their logos to show who you have worked for. And if you allow transactions online then use symbols to assure the visitor that her information will be safe with you. Symbols and logos are key elements in building trust online. They can help validate you in ways that words simply cannot.

  • Be Photogenic : One of the best ways to connect with your customers and improve your web conversion rate is to display quality photos showing visitors what it is like to visit your company. For example; if you own a local restaurant then you should probably show diners having good time and enjoying your cuisine. Even if all of your company's transactions happen online yet showing photos of your staff and your environment can assure your new clients that you are really an established organization rather than a newcomer. Make your website a window for your organization and invite visitors to look inside it.

  • Create A Cheerleader : Want to get really creative? Think about inventing or creating a mascot for your business. Research shows that consumers not only buy brands they recognize but the face of those brands. Consider ZooZoo mascot for Vodaphone, MailChimp's Freddie, Lehar 7UP's Fido-Dido. You could create brand recognition and instant credibility by being the only company in your industry to have a real character.

Implementing just one of these strategies can boost your web conversion rate and increase sales. You may not have the time, creativity or internal support to create a mascot for your company but can you find out some quality images that truly connects with your customers? Even this small change can deliver surprising results.

 

Read 40228 times Last modified on Thursday, 02 July 2015 06:43

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