Hey there,
As a seasoned online business owner and digital marketer, you know that words have a big impact on conversion rate. But did you know the images you use with your copy are just as important—if not more?
As you probably know (and from personal experience), images are
processed exponentially faster than text. That means when people visit your landing page, the visuals are likely the first thing they notice and understand.
So, if your images don’t make a good first impression you might end up missing out on helping a new customer.
The folks over at Leadpages are all about maximizing conversion rates. They’re constantly testing and researching different strategies to turn visitors into leads.
When it comes to images, here’s what they’ve found works best.
Don’t be shy, show your face!
Are
you a coach, consultant, or solo entrepreneur? Make sure to include plenty of photos of yourself to help people get to know you.
We know that not everyone is comfortable in front of the camera. But the fact is, letting people see you helps build trust. The more pictures people see of you the less you seem like a stranger.
Plus, it lets people know you have nothing to hide. When you put your
face next to your product or service it shows you believe in it and aren’t afraid to be associated with it.
And if you’re in the transformation business, your face is just as much a part of your “brand” as your logo is.
So, put on your best outfit, break out your camera and…
Smile!
Studies show that people are more attracted to smiling faces. A good smile makes you appear likable, approachable, and
more trustworthy. It also leads to more sales.
Countless split tests from multiple digital marketers confirm that smiling faces result in more conversions. And this doesn’t just go for photos of you.
Including smiling photos of models demonstrating your products or images of happy customers is also great for generating
more leads.
Avoid leading with images of frustrated or depressed people who are currently facing a challenge. People respond better to photos that represent their positive future—not their current circumstance.
Don’t just talk
about the benefits—show them
One of the most important rules of copywriting is to focus on benefits instead of features. Make sure to apply this rule to your imagery as well.
Do you sell a product? Include photos of someone using it and enjoying it. This helps customers imaginethemselves
benefiting from it as well.
Are you a service provider? Show how much better off your clients are after using your services. For example, if you’re a coach for entrepreneurs, show a picture of someone successfully running a business (presumably after being coached by you).
Images are one of the best ways to show benefits, so get creative!
Avoid cheesy stock photos
Stock photos are super convenient and give you access to a wide range of imagery to use on your site. But unfortunately, they don’t convert very well.
In fact, one study found that real photos improve conversions by as much as 45% compared to stock photos. This is likely
because stock images often look staged. They’re not authentic.
Thankfully, pretty much any smartphone can take excellent photos with just a little practice. Or, if you have the budget, consider hiring a professional for a quick photoshoot.
Sure, taking real photos is more work. But the results make it worth it.
Test, test, and test some more
Sometimes there just isn’t any rhyme or reason why one image converts better than another. That’s why you should always
test multiple photos to see which ones garner the best reaction from your audience.
This includes the images you use in your ads, landing pages, website, and even within your emails.
Your hero image is arguably the most important visual on your landing page. So, try running an A/B test with two different
images so you can determine which one results in more leads and sales.
Once you nail down your hero image, consider testing other images throughout your page to find the winning combination.
Are you ready to show your visitors why they should become customers?
Grab
that camera and elevate your conversions with better photos!!
Best,
TDI Team
