3 Ways You Can Use Images To Boost Conversions On Your Websites

As outdated as the adage is, a picture really does tell a thousand words - and far faster. In fact, humans process visuals 60,000 times quicker than text. Not only that, but images offer a wide range of benefits that copy alone can't provide. This includes creating emotional appeal, serving as directional cues, improving the UX, and so much more.

That said, it should be no surprise why images are an integral part of an effective website.

But how exactly should you be using images on your site?

In this article, I'm going to be sharing 3 simple, yet extremely effective ways you can leverage images onto your website to enhance your brand, increase conversions, and gain more trust from your visitors.

1.) Using images to convey emotion

One cold hard truth all marketers need to understand is that emotions drive purchasing behaviour. Even if your product or service is the most innovative way out there at solving a true customer pain point, people are unlikely to buy unless it appeals to them emotionally.

In fact, Harvard Business School professor Gerald Zaltman found that 95% of our purchase-decision making takes place in the subconscious mind, and not with well thought-out logic and planning as we might've initially thought.

And that's exactly where images can come into play...

A simple way to start eliciting more emotion on your page is through the use of images of real people conveying emotion, such as smiling, looking confident, or feeling empowered. These types of images will not only allow visitors to build a greater connection with your brand, but also can help increase overall trust and credibility.

Of course, you'll want to choose images that highlight the relevant emotion that you're trying to target. Otherwise, you'll be eliciting an emotion that doesn't match how visitors should feel when they come across your brand.

Let's take a quick look at an example from Airbnb below.

As simple as it is, the image of the female smiling makes the page feel very warm and welcoming. If I were looking to host on Airbnb, this would give me a sense of comfort and trust in using their services.

*Pro Tip: Try your best to avoid using stock photos as your visitors will be able to see right through them!

2.) Using images of your product/service in use

Purchasing a product or service online is extremely difficult if you don't actually understand what that product or service does, and how it will help you progress in your life. Unlike when making a purchase in-person, we don't have the convenience of being able to physically see, touch, or test the product beforehand.

That's why having images that highlight your product or service in use are crucial to have on your product pages. Doing so will allow you to showcase your product's unique features, reduce friction, and ultimately give visitors a better sense of what you're offering.

In fact, a study conducted by BigCommerce found that 78% of online shoppers want to see products brought to life with images.

A great example of this is from Apple, with almost every one of their products being shown in action:

3.) Using images as directional cues to drive visitors towards your CTA (or products)

Images also can be a great tool for directing your audience’s attention as to what action you’d like them to take next.

Gaze cueing refers to the concept that users tend to pay most of their attention to the faces of human images and where it’s being directed.?

Let's take a look at the eye-tracking heat map conducted on an image of a baby below:

When the image of the baby is directed towards the visitor, you can see that the baby's face seems to get most of the attention (the darker the color, the more attention).

However, when we slightly alter the image of the baby so it's facing the text on the right, the audience's attention also moves in that direction.

Source

Therefore, if you have a CTA or form that you’d like visitors to take action on or move their attention to, test having your image “look” towards it.?

Multiple studies have found that this simple change in directional cue can lead to a significant increase in conversions. If you don’t have an image of a human looking towards the direction of your CTA, you can also try using arrows or visual graphics that convey direction.

All in all, these are just a few of the many ways you can leverage images on your site to optimize conversions. Of course, you’ll still want to ensure you’re testing these methods before adding them onto your site, as that’ll give you a good indicator of what works and what doesn’t for your specific audience.

Hope this helps!