Do you remember not buying something online just because the page couldn’t give you enough idea about how the product looks, feels or works? More often than not, marketers make this one mistake of not using enough visual content on their website. While their websites may still seem pretty aesthetic, when you look at the bigger picture, this can be a conversion killer. In fact, studies show that by neglecting visual content, you can be losing out on almost 7 times of the total conversions that you are getting right now.
Clearly, the best way of fixing this is by employing the right kind of visuals on your website. By adding more visual content to your website, you can improve your conversions.
How visual content on your website can increase conversions
To help you, here’s a list of 4 visual content assets that can supercharge conversions on your website.
With 65 percent humans being visual learners, images form a major part of most marketing campaigns. Whether it is to bring a product to life or to send out a crisp message to the audience, with the right images you can do it all. But, then again, what exactly does a right image mean?
Although, Facebook says that brands posting image rich content enjoy 87 percent more engagement than those that don’t, there’s no actual definition to declare what a good picture means. Thankfully, there’s a number of factors, considering which will help you pick/craft images that create better return on investment (ROI).
Here you go with them.
Your images should be highly targeted for your audience
Targeted content works the best and it’s no news. The basic reason behind this is relatability. Audiences react better towards content that connects best with them. It’s as simple as when a joke becomes dramatically funny once you can relate to it.
The best way of making sure that your images perform adequately against your prospects is to learn enough about them. What do they like? Don’t like? The benefits of your product? What age group do they lie in? Which gender they belong to?
Asking yourself these questions before creating images for your website will help you get a better idea of what can work for your audience.
Use high-quality images
If your idea of using images on your landing pages means including stock photos, this is where you stop. Users dig quality. Which is why, with random low quality stock photos you won’t be able to go far. This is so because, first of all, low quality images can never deliver your brand’s clear vision.
Secondly, using low quality images on your website will simply leave a bad impression on your visitors. Also, with low quality images, you will never be able to showcase your product’s features clearly.
Use the right emotion
Every product in the world is potent to evoke an emotion in the users’ mind. If the same emotion can be evoked at the time when a prospect is just about to convert or leave, conversion rates can go up.
For this reason, marketers should use images that bolster the emotion that the product is designed to evoke. For example, most technology security companies often use imagery that’s associated with fear or threats.
Follow the rule of thirds
The rule of thirds is a method for positioning the elements of an image in a way that they are pleasing to the human eye. This works keeping the eye’s behavior to sync with and process images.
The basic idea is to lay a grid of horizontal and vertical lines intersecting each other, onto the image. This will form a grid with a total of four intersection points. These intersection points are the places where the human eye is most probable to go to.
When you think conversions, videos can never be ignored. In fact, using videos on your webpages can boost your lead generation rates by up to 66 percent. Clearly, video can turn to be one of the most useful visual content assets for your brand. The point is how can you make the most out of it.
Well, if you want to make an impact with your videos, you need to make sure your videos are spot on and can connect well to your users. For further understanding, have a look at the types of videos that you can use on your website to boost conversions.
Show around videos
One common type of videos that many businesses invest in are the ones that show the workplace to the prospects. While the idea may seem strange at first, turns out such videos help brands earn trust of their prospects and customers.
This is because, by letting your prospects have a look inside your workplace, you are sending out a message that you can be trusted. Also, this way they can get to know that all your business functions are ethical and targeted for their good.
See how Dude Perfect nails this video by taking their audience on a trip to their HQs.
The second kind of videos that can really work wonders for your brand are product videos. Showcasing your product features. Talking about how it can be useful to the buyers. Mentioning the benefits. And everything else to lure the buyers into connecting with you. That’s exactly how you create a good converting product video. This can also be an animated explainer video that talks about your product and explains its usage to your prospects.
Customer testimonials are considered to be the most impactful content marketing tactic by 89 percent of B2B marketers. Imagine how good an amalgamation of video and testimonials will be.
Displaying real emotions of your customers, video testimonials can be a great tool for boosting your website’s conversion rates. For a better understanding of how this can work, you can watch this beautiful customer testimonial video by Sarah – Interior Designer.
So, how do you feel after watching the video? This video is really good at evoking emotions. This is the neuroscientific element that you need to include in your videos as well.
Show your prospects your good deeds
Whether your company constantly supports a noble cause or not, if it ever does good, it’s best to let your customers know about it.
For the sake of your company’s goodwill and the emotion that you’ll evoke (again), your audience will appreciate your videos and would be more willing to join hands with you.
See this Texas hospital for example. They created this “Fight Song” for children suffering from cancer.
The video earned decent engagement and got a good number of shares.
Another brick in the wall, infographics can significantly boost your website’s conversion rates. How? One of the major reasons why your prospects may not buy from you can be their inability to understand why they need your product. And while you can try to fix this problem with text, you should know that not everyone wants to read huge blocks of text.
In cases like these, a comprehensive infographic can be the silver lining for you. Apparently, that’s why nearly 42% percent of marketers say that original visuals like infographics perform best on most marketing channels, including blogs and emails.
So, go on with infographics. Find the unexplored topics in your niche and create infographics addressing all the important concerns and questions regarding those.
On the worst of your days, an infographic may not get you a direct sale but it’ll educate your prospects and consumers, so they’d know what solution does your product provide and why they should buy it.
4. Charts and graphs
Whether your business provides a service or a product, using charts showing your success rates on your important web pages can be one of the most fruitful changes that you’d ever make. Reason? To start with, if you will display the charts including results that you obtained for your clients, your prospects would get an idea of how proficient you are at what you do. This will make them realize why they should join hands with you.
Speaking of why you shouldn’t simply place these stats in text, here’s a reason. Our brain processes visuals 60,000 times faster than text and remembers 6.5 times more of it for a longer span of time when compared to text.
Simply for this reason, it’ll be way better to formulate your success numbers into a chart or graph and place the same on your important pages. For reference and a better understanding, here’s an example.
Image Source: Digital Web Solutions
Looks great, right? Well, this is a great way of luring your prospects into getting in touch with you. Results always speak for themselves.
Final words on how visual content on your website can improve conversions
The role of visual content in boosting engagement for brands in a number of cases is not hidden from anyone. We all know their potential and the way they can charm up most marketing campaigns. As conversion optimization is a major concern for most marketers in 2019, in this post we tried to talk about top visual content assets that can boost a website’s conversion rates.
Hopefully, this was helpful. Also, remember that conversions are highly subjective to user behavior. The best way of assuring yourself decent conversion rates is understanding your prospects better and testing different on-page elements based on their interests.
This guest blog article was written by Matthew Booth who is the Global Marketing & Operations Director at SMEGoWeb, a global brand which has helped more than a thousand businesses achieve their online goals. With a decade of agency experience, he is now set out to share his marketing knowledge to help companies refine their digital strategies.