How to Enhance Website Conversions Utilizing Images
The digital landscape is becoming competitive with each passing day. New businesses are entering the online world, making it difficult to attract potential customers to your sales funnel.
But it is still possible to increase conversions by focusing on engagement, reliability, and visual experience. Thankfully, images can provide all such benefits. They are usually the first thing visitors notice on your site. As per studies, people read only 28% of the textual content and leave a site if it has poor imagery and an outdated web design.
It means that the right image selection can boost your conversions in no time. Here is what you need to do to choose the best images:
1. Earn Trust by Sharing Pictures of your Team
People might question your credibility if you are displaying only the product images. They can assume you as a reseller rather than a manufacturer. Or, even if you are a reseller, how will they know about the efforts of multiple individuals behind your product?
Look at the below picture by Valk Exclusief:
The image on its home page reveals how the chefs are doing live cooking. Likewise, you can display employees involved in the production process or share images of the leadership team to increase transparency.
Here is another example of McDonald’s in which it shares the pictures of the management team:
People searching online for the company’s leaders will discover that it hires top-notch talent.
2. Increase Engagement by Choosing the Right Placement
No matter how impressive an image is, it can only be noticed if placed in the right place. Visitors only focus on specific parts of the page in the initial few seconds. There are two basic patterns that they follow while looking at your website. These are the F and Z patterns.
Like reading a book, users look at the page from left to right, then reach the middle part of the page, repeat the same direction, and reach the bottom, creating a pattern F.
Some website visitors also follow a Z pattern. They start in the same direction, left to right, but skip the middle part of the page to quickly reach the bottom and move from left to right again. If you compare the above patterns, the first eye movement from left to right on top of the page is common. That is why websites have logos on the upper left corner of the page. You can also put your key image in this position.
Here is an example of Glazier, a company that sells ice cream rolls:
The above photo is placed at the upper left corner of the image, where visitors will look first after landing on the page. Moreover, this picture is enough to reveal the company’s main product, an ice cream roll. Not just this, it also shows that the rolls are available in multiple flavors. It can entice your users to see which other flavors are available.
3. Create Interest by Displaying the Use of the Product
Uploading only a static product image cannot reveal how the product can benefit the users. On the other hand, if you mention the product benefits in written content, remember that visitors will only go through them if they find your website interesting.
To ensure you get the message across, upload images that show how the product can resolve a user’s pain. Consider an example of a multi-purpose cleaner. An image of a box-packed product cannot show how a single cleaner can clean windows, stoves, doors, and floors. However, different pictures showing each benefit of the product can let your prospect know about its various uses. It can change the user’s mind about buying separate cleaners for windows and stoves.
Showing the product in use has become immensely important, and companies like Dulux and IKEA are using augmented reality apps for this purpose. Dulux is a paint company that allows its users to see how different colors will look on the walls.
Likewise, IKEA, a furniture company, enables its customers to view the furniture in a real-life setting.
4. Show Professionalism by Picking only High-Quality Images
Not every other photo can be the right fit for your website. Poor-quality pictures can suppress your credibility and portray an unprofessional impression, which can cause a decrease in conversions.
You can get the best shots by learning photography or hiring an expert to do the job for you. But never be in a rush. Give ample time to picture editing and finalize a photo once you are completely satisfied with its quality. Though it will cost you hefty bucks and require a lot of time, the benefits are tremendous.
However, if you run a small-scale business dealing with multiple things at a time, you might need more time to learn a new skill. Or, you may need more than your budget to bear the cost of a photographer. In this case, you can use stock photos, which are budget-friendly and easily accessible.
Many free stock images are also available online but try to get access to the paid stock imagery. They are high in quality and not overused. You can edit and reuse them multiple times after paying a one-time fee. Fortunately, various stock photo sites provide these images at reasonable prices.
5. Build Consumer Relationships by Targeting Emotions
Today, digital marketers aim to develop a bond with potential customers before selling the product. Once people emotionally attach to a brand, they remember it for years.
You can also develop this bond with potential clients by targeting their emotions. All you need is to use images that portray how the product/service will make your consumers feel.
Some body gestures are hard to explain in words. However, images can quickly reveal feelings of courage, determination, happiness, relaxation, and many others.
Look how Spavia day spa shares its image:
The image creates a feeling of happiness after the service and provokes the idea of visiting the spa with friends.
6. Develop Relatability by Adding a Human Touch
Undoubtedly, technology has changed almost everything, but nothing can transform the significance of a human feel. That is why well-known companies look for brand ambassadors for their product marketing.
Suppose a clothing website displays pictures of its product line on a mannequin. On the other hand, its competitor hires a model for product display. The latter will probably get more viewers due to an integration of the human touch.
You can also do the same by adding real people pictures in your images. For instance, if you are selling a smartwatch, post more than just a picture of your product. Adding an image of a man/woman wearing it is a great idea.
While using various techniques for increasing website conversions, remember to integrate images. If used correctly, they can take your business to the next level. Create image selection criteria from today and turn prospects into final consumers.
Ivy Attie is a content strategist and researcher for various visual media publications. She is an enthusiastic communicator who enjoys visual imagery. Her educational background is in communication and journalism, and she enjoys literature and the performing arts.