The online world is saturated with numerous websites belonging to the same niche. This makes it utterly important for businesses to make their website attractive so it stands out from the rest strategically. After all, the ultimate goal of every business website is to gain the attention of visitors and encourage them to purchase the services and products.
This is where the potential of images comes into play. Images are among the most significant tools to increase your website’s conversions. They provide visual information to the audience, which in turn builds trust and drives conversions.
This article will discuss the impact of images on a website’s conversions. We will also be looking at some of the crucial techniques for using an image effectively to achieve the desired goals. Let’s dive in!
What do we mean by Website Conversions?
Every website is working on a certain goal. Some websites want to sell company products and services, while others aim to get subscriptions and referral links. When these specific actions by customers align with the website’s goals, the achievement is referred to as website conversions.
The metrics of website conversions indicate how well the page is doing in engaging the visitors. It also provides insights into the effectiveness of a website’s design, content, and overall user experience. By understanding the conversion rates, website owners can continuously improve their strategies to deliver an optimal experience to the audience.
How are Images Beneficial for Website Conversions?
Images boost website conversions in the following ways:
1. Attract Visitor’s Attention
More than the text, the first thing that grabs the visitor’s attention is an image. When images are attractive and relevant to the website’s content, it gives people an idea of what they can find ahead. It gives a message to the visitor that the content ahead is worth reading and meets their interest.
2. Evokes Powerful Emotions
Images are a powerful tool to evoke emotions in people. When chosen correctly, they can stir specific feelings in the audience, encouraging them to connect with your brand on a deeper level.
For example, you are looking for a travel destination for your next vacation. You come across two pages: one with a picturesque layout filled with images of people enjoying on a beach, and other page is text-heavy with no images. While the latter does have detailed information about the destinations they offer, does it manage to pique the wanderlust in you? Most probably not!
The emotionally captivating image on the first page not only captures your attention – but is also more likely to be the ‘gateway’ for your next trip.
3. Increases Understanding
Most of the time, images are a more useful tool in illustrating complex concepts, services, or products. With attention spans decreasing day by day, images make it easy for visitors to comprehend the information provided by the website without the need to read long chunks of text.
Once the audience has a better understanding of the information you are trying to convey, they are more likely to follow your lead and convert to buying consumers.
4. Builds Credibility
High-quality images depict authenticity. It helps in gaining the confidence of your visitors and increases your website’s credibility. When they see text complemented with relevant pictures, they are able to visualize your ideas, concepts, and the receiving benefits.
This instills their confidence in your brand and increases the likelihood of becoming loyal customers.
5. Portrays Product Benefits
Through images, your website demonstrates the benefits of the products and services. What words may fail to explain can be better explained using images. Images help provide visual proof of what benefits your products and services will provide to the customer.
Suppose you are promoting a skincare brand. A visual representation of the product’s before and after results can effectively portray your brand’s benefits. They will aid in the audience’s decision-making process, who will ultimately try the product and experience those benefits themselves.
6. Gives Directional Cues
Images on a webpage act as directional cues. They guide or lead the visitors toward the key areas where they can take steps to make a purchase, subscribe to a newsletter, or sign up for a service.
Also known as the CTA, they allow users to access important information easily without any confusion. This enables the prospects to engage with your brand with ease and benefit your brand at the same time.
7. Increases Social Sharing
These days, social networking sites do a major chunk of the marketing. People pay a hefty amount to social media experts to effectively market their products. Compelling images helps to extend your website’s reach to more people. It encourages visitors to share your website’s content on their social media profiles. This increases your website’s visibility, drives more traffic, and eventually improves the conversion rate.
Strategies to Increase Website Conversions with Images
Simply adding images will not help with your website metrics. You need to incorporate images on your website strategically to ensure profitable outcomes. Here are a few strategies to keep in mind:
1. Use High-Quality and Authentic Images
High-quality images are visually appealing to people and helpful in attracting their attention. Make sure that the images you use are authentic and relevant to your brand’s offerings. They should also have a unique touch and not be similar to every other brand of website.
If you are using custom pictures, try capturing your products/services in real-life scenarios. You can also obtain high-quality pictures from reliable websites at an affordable cost.
2. Display Images of Your Products
Incorporate high-quality images of your products from different angles. Since digital buyers are unable to experience the product physically, they rely on the visuals you offer for a thorough understanding. Including the details of the images will allow them to visualize the product’s benefits, features, and usage and increase the likelihood of their purchasing.
Take any phone brand, for example. Have you seen how they add close-up shots of different features along with a front and back view of the phone? Pictures like these allow potential buyers to examine the product and make informed decisions.
3. Portray Happy Customers
An image of a happy customer shows your potential customer the outcome of their purchase. This also helps gain the user’s trust, as social influence makes it easier to have confidence in a business.
Make it a practice of asking consumers to share their ‘moments’ with your product or service. If they are reluctant, initiate contests to encourage sharing. For example, Apple’s ‘Shot on iPhone’ campaign nudged users to share pictures taken from their iPhones. Not only did this create a lot of buzz, but it also gave the Apple camera the attention it needed.
4. Add Lifestyle Pictures
Use images of your products and services in different settings. This will help demonstrate how your customer’s purchases will benefit them in real life. Hence allowing the user to envision themselves in similar situations. It also incorporates an emotional connection with your products and services.
So let’s say, for example, you want to add lifestyle images of the smartphone brand you are selling. You can add images in which people are clicking their memories or simply watching a video while sitting on their sofa.
At the end of the day, adding authentic and high-quality images followed by the right strategies will significantly boost your website conversions. Images will increase the likelihood of reaching your website’s goals. But with all that said, you should remember that images should complement persuasive content and a well-designed website.