Improve Conversion Rates Through Visual Content
You can improve conversion rates by carefully picking the right images to a skillfully written text. While text-based content is always an important part of every inbound marketing campaign, images can help get your content go viral and your message to stick.
Problems occur when everyone in the organization has an opinion about how to use images. The CEO may think there’s too much white space in a page. The designer may say the images are too small while you protest and say the images are too large.
The fact is that you are all right depending on what you want to achieve. You, however, might be hurting your conversions because you’re focusing on something else. The first step, therefore, in improving your digital presence is to have one goal: to improve user experience and increase conversions in the process.
Here are 5 tips you can follow when improving conversion rates through visual content:
Use your own photos
There are numerous websites offering free stock images to help you create engaging content. Your users, however, will only ignore the photo. If you want to tug at your visitor’s heartstrings, use authentic images showing real people in an actual environment.
One great example of this is the Habitat for Humanity volunteer page. The photos are original and appeals to human emotions.
Think twice before using images to “enhance” a page
When the vice president says the page looks bland, you might attempt to please him by sprucing up the images. You need to think twice before doing so. You can use image to make your page look more inviting, but that’s different from using images for decor. Your images need to reinforce the page’s written content.
Let’s take the Marco Polo Hotels website:
Here, the background image creates contrast with the search form, enticing the visitor to do what the page wants him to do: book a room. That’s a smart way to improve conversion rates.
Now let’s take a look at what AMA Online Education did to their website.
The image takes a lot of valuable space, but it does not compel visitors to action. You can’t see anything valuable. In fact, the image only pushed the more relevant content down. Users need to scroll down to find the information they need.
Don’t use lavish images as side navigation
You might have seen numerous websites using their right sidebar for affiliate ads. GMA news can be considered a great example.
The problem with this technique is that users often don’t pay attention to that section. Remember that one of the established guidelines in web design is to keep important content “above the fold” or the part of the page that can be seen without scrolling.
If you rely on the images in your side bar to help your visitors navigate your website, prepare for failure.
Use images to support navigation
Let’s take a peek at the JLL Foodservice Consulting page.
Not much going on. In fact, you can consider the page a little bland. The navigation categories are the only visually appealing elements here. But that’s what makes the page brilliant. It only takes a second for a user to take action. Compared to a slider, this design is genius.
Don’t use large image unless requested by users
Just a second delay in page response can reduce your conversions by 7%, according to Kissmetrics.
Large images can hurt your page’s loading time, so they should never be used. That’s unless your visitors requests for them. Free People knows this and here’s how they optimized their website for usability and conversion optimization:
They used smaller images that look neat on any device and do not have negative effects on page load time. Default view of the product page does not show super large images, but visitors can zoom in if they need to inspect the texture of the dress.
If your goal is to improve conversion rates, use your own authentic photos, use images to create contrast, avoid placing critical images to the sidebar, use images that make navigation easier, and use large images only when visitors need them.