Your website imagery can have a huge impact on your conversion rate. If you choose the right photos and create the right graphics, your customers will be more inclined to invest in what you’re offering. But, if your chosen imagery is poor-quality, unhelpful, or irrelevant, you’ll struggle to make sales.
But how can you ensure you get your website’s imagery right? In this article, we’re going to provide you with our top tips for this, which will help you make more sales and increase your profits.
Help your customers to imagine themselves using your products
Your website visitors will be far more likely to pay for your products or services if you can help them to imagine themselves using and benefiting from them. Fortunately, imagery is ideal for facilitating this.
There are a number of approaches you can take to using images that will help customers get excited about buying your products. For instance, if your photos are going to feature models, try to choose people who reflect your target customers. So, for example, whether your products are designed for older people, business owners, or toddlers, you should be able to tell by simply glancing at your product imagery.
It’s also worth taking photographs of your products in action. So, ask your models to actually use the items while you’re taking photos or place them in the settings they’ll actually be used in. This will remove some of the barriers that might be standing in the way of your customers imagining themselves incorporating your products into their lives.
Let’s take a look at one brand that does a great job of using original imagery to help its customers imagine using their products.
Kasala is an online furniture store that offers homeowners plenty of stylish options for the different rooms of their houses. And, on their office furniture category page, you can see they do a fantastic job of helping their website visitors to imagine what different items could look like in their homes.
A lot of other retailers provide prospective customers with simple photos of different pieces with a blank background. But, to get shoppers truly excited about what they have to offer, Kasala shows different styles of desks and office chairs in a range of settings, giving people a more accurate idea of how these items can be used and styled.
You can use a similar tactic on your own website by ensuring you always show your different products in the settings they’re supposed to be used in. Potential buyers will find it much easier to imagine these items as part of their own lives, which will increase the chances of them making a purchase as a result.
Show the faces behind your business with photos of your staff
In order to grow your eCommerce business and make more sales, you need to help prospective customers to feel a connection to your brand. And, one of the easiest and most effective ways to do this is by humanizing your business and showing the people behind your brand.
One of the easiest and most effective ways to do so is by adding photos of your staff to your website. There are a number of ways you could do this. For instance, you could add images of your workers helping customers to your website’s homepage, include your staff’s headshots to your ‘about us’ page, or create blog posts about what happens behind the scenes of your brand, including images of your employees working.
Consumers generally prefer to buy from people than anonymous corporations, so going down this route is generally a great way to stand out from the competition and can do wonders for your bottom line. Don’t be afraid to give some background information about your staff, too, alongside their photos. What are their job titles, what did they do before they joined your company, and what do they like to do in their spare time? The more you humanize your workers, the easier you’ll find it to forge a connection with prospective clients and win their business.
Use imagery that will help your customers feel something
You should also aim to evoke an emotional response from your customers using your website’s imagery. If you’re able to do this effectively, your prospective customers will be more inclined to make a purchase.
The emotions you’ll want to inspire in your customers will entirely depend on the products or services that you sell. For example, if you plan parties, run an amusement park, or sell children’s toys, you’ll want to provide a sense of excitement for people who land on your website. This will give them just a small sense of how they’ll feel if they do invest in your products or services. As a result, you may wish to use imagery of people dancing, families on rides, or kids having a whale of a time using the different items you sell.
In certain situations, you may even wish to evoke a negative emotion in your website visitors. For example, if you provide home restoration services, you may decide to use photos of houses that have been damaged by water or fire. This will let people who are dealing with these problems know that you completely understand they’re in a stressful situation and that you know how to help them feel better. Or, if you provide legal advice, depending on the types of cases you specialize in, you could use photos of car crashes, damaged property, and the like. Again, this will remind potential clients of the stressful situation they’re currently dealing with so they may be more inclined to get in touch there and then. It’s a very effective tactic for improving your conversion rate.
Helix Hearing Care is a hearing aid provider and they do a fantastic job of using emotive imagery on their website. For instance, on their hearing aids and solutions web page, they have a photo of a couple chatting over glasses of wine. This is an experience that those with hearing impairments may not have had in a while so, with this imagery, the company helps their ideal audience imagine what life could be like if they were to invest in the company’s products.
Chatting to a loved one is something a lot of us take for granted, but it’s the goal for a lot of people who need the brand’s services. So, it’s sure to stir up some very strong emotions and could give people just the push they need to get in touch with the company about their needs.
This is an approach you may be able to take with your website’s imagery, too. Think about what your ideal customers will want to achieve with your products or services, and then use photos of people just like them living their dreams. It’s likely to secure you a lot more clients.
Provide images that show how your products work
One of the most important ways you can use imagery on your website is to show exactly how your products or services work. If people understand what to expect and who your offerings are for, they’ll be more likely to make a purchase they’re happy with. This will then lead to fewer complaints, better reviews, and a higher client retention rate.
Depending on what you sell, there are a number of different ways you can use images to remove any mystery from your customers’ buying experience. For example, whenever you take product photos, make sure you also take some of your items in action. You should illustrate all of their different features, what they’re used for, and how they’re operated. If a particular product has different applications, you should aim to get this across with your imagery, too.
If your products or services are difficult to demonstrate through still photos alone, you could even use GIFs or graphics to show exactly how they work. For instance, you could illustrate a particular process or provide visual aids that will help website visitors to understand how they’ll be able to use your products. The more people know about what you’re selling the more likely you’ll secure their business, and the right images can help with that.
Use imagery that shows off your business’s personality
Finally, it’s very important that you use your website’s imagery to show off your company’s personality. This will help people to feel more connected to your business and is likely to improve your site’s conversion rate.
Your brand’s personality will depend entirely on what you sell. For example, if you sell something fun like pet accessories or kids’ toys, you’ll have more freedom to play with busy imagery and bright colors. This will show that your company is fun, exciting, and really cares about your customers’ enjoyment.
Alternatively, if you work in a more serious sector like the legal or medical industry, you’ll want to take a more subdued approach. Of course, this doesn’t mean you have to make your imagery boring, but it’s safer to stick with professional and polished imagery that shows you’re there to do a serious job and do it well. You could show off your modern workplace, feature images of your staff in uniform, or use images of people shaking hands. Your goal should be to put people at ease and make them feel like they’re in good hands. This is sure to get you the results you’re looking for and boost your website’s performance.
Your website’s imagery can make or break a sale so you need to ensure you’re getting it right. In this article, we outlined some of our top tips for getting the best results with your photos or graphics, from helping customers to imagine using your products, to showing off your brand’s personality.
If you would like any more business or marketing advice, make sure you check out some more of the articles on the CoreCommerce blog. There’s so much great information that will help you reach your goals.
Author bio & headshot:
Aaron Haynes is CEO and co-founder of Loganix. The company is an SEO fulfillment partner for digital marketing agencies and professionals, which provides the services businesses need to improve their online visibility and grow. If you liked this article, check out the Loganix blog, where you’ll find more SEO guides full of expert advice.
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