Using well-selected images have proved to boost conversion rates since the dawn of the internet, but are also an easily forgotten or overlooked element. Including a well-selected image with your offering is almost always a good idea and needs to be given the attention it deserves.
Photos used in a landing page should not be used just for decoration or to fill whitespace. Images should only be used with a purpose: to enhance your design by drawing attention or providing context. Here are 7 considerations to keep in mind as you’re selecting images for your landing pages.
An eye-catching image can be used to represent a product, company, or offer, drawing the user’s attention to the content in question. When confronted with large blocks of text, especially online, the human brain tends to start skimming over it, instead of reading it in detail.
Images improve readability by breaking up visual monotony and can help highlight links, features or product benefits.
Create a great visual hook and tell the story of your service or product with images instead of designing a text-heavy page. Photos can provide the user with visual context by using pictures of the author or presenter in their office, or highlight the main features of the product while in use.
Be careful when choosing a photo to provide context. The photo you choose will likely set the reader’s entire mood, so make sure that the mood of the photo fits the mood of the article.
When selecting your landing page imagery, you will also want to give thoughtful and creative consideration to relevance, subject, layout, and quality.
Don’t force people to think about and interpret your images. Including random images on your landing page can distract your visitors and create doubt and uncertainty. Use photos that have something to do with what you’re selling. If possible, use photos of your actual business or your product. When you’re selling something a little bit less tangible, like inbound marketing services for example, you can get away with using photos that are more symbolically linked to the product or service in question. Just make sure that the symbolism is strong, and widely recognized and accepted by your audience. Symbols vary from country to country, and culture to culture.
A study from Visual Website Optimizer found that photos of people can boost conversion rates by more than 95%. Photos of people help your users emotionally connect with you and your brand. But be wary of using stock photos of people. The inauthenticity of many stock photos can repel people instead of evoking authentic emotions (The blog Getty Critics is a good example of this.). If at all possible, use photos of real people, customers or staff. Show them using the product or at work.
Also, carefully consider the emotion of the person in your photo. This study found that a person conveying emotion can have a larger impact on conversions than a calm person looking at the call to action.
We are instinctively drawn to faces, but if a face is looking somewhere other than directly at us, we’ll also look in that direction.This heatmap study really highlights this phenomena.
Use this to your advantage, by looking for photos that move the user’s eye towards your Call-To-Action or headline. This example from Netflix really showcases this approach. They have strategically placed their Call-To-Action button right in the father’s line of sight. The visitors’ eyes land on the CTA without realizing why.
One of the most significant barriers to conversion is lack of trust. Online shoppers don’t get the benefit of walking into a physical store to see if you are a legitimate company, so they have to rely on your online presentation. The quality of the photo is a significant indicator of perceived credibility and value. It would be better to go without a photo than trying to work with bad ones.
When it comes to your Landing Page designs, there are some images that just don’t perform the same way that other images do. But every image will have a significant impact on your landing page performance, so choose your images with thoughtful, creative and relevant consideration. And be sure to test!
How have you seen images affect engagement and conversion? Continue the conversation by commenting below or tweet me @JennyDeGraff.