Against that daily data
barrage, the use of imagery can pay off big, KISSmetrics tells us in a recent
post at its site.
Here are some of its tips for
using images to meet website conversion goals.
- Remember That Emotions
Rule. Making a user feel a certain way compels action. Make
customers feel happy, proud, or wanted by depicting gestures as simple as a
smile or a knowing glance. Human
Touch, a massage and wellness vendor, uses images on its site to give
users a sense of the feelings they'll have upon receiving their products: joy,
relaxation.
- Try a
Mascot. Mascots are memorable and emotional marketing tools.
Email marketing service MailChimp
personifies itself with a perky chimp in a mailman’s hat, adding personality and
relatability to its services; Nestlé appeals to mothers and kids by using its blue bear
Bo to market baby food.
- Add a Human
Touch. Few things are more relatable than a human face. Medalia
Art discovered in A/B testing that photos of artists converted better
than simply showing the art: Conversions increased 95%!
- Think Outside the
Box. Leverage our diversity of technology. Due
Maternity used images that spin 360° for certain products on its
site. Conversions for these products rose 27% versus those marketed with
two-dimensional shots. They are currently adding video to their fashion
spreads.
- Validate With
Validation.
People like getting a sense of how others feel about a product or service; it
reassures them. Infusionsoft
puts customers' testimonials and photos front-and-center.
- Cut Your Reliance on Bad
Stock Imagery.
Stock photograpy can be cheesy—and easy for users to identify—which makes them
feel less valued. Choose photos that are emotionally and aesthetically right for
your brand persona. McAfee
showcases one well-chosen image to relay its message of
security.
- Test Your
Changes! Never stop learning about what works and what doesn't;
often, what works evolves. Effective testing software includes KISSmetrics and
Google
Website Optimizer.
Source: MarketingProfs
