How to increase website conversions using images

Website images are essential to increasing sales conversion. Since the beginning of time, people have been buying what they can see, so why should it be any different for online shoppers? In fact, since websites are intangible, visual content plays a more significant role in helping them convert better. 

Incorporating visuals in your website the right way can help you boost conversion. It will also help you connect with your consumers in a meaningful and memorable way. However, some businesses don’t realise how important images are to their website’s conversion and success.

Here are our top four tips of using images more effectively on your website to encourage visitors to buy. 

1. Use images that evoke emotions  

Images that invoke an emotional response have long been used in advertising and marketing to influence consumer decisions. In fact, pathos (emotions) is one of three elements in Aristotle’s triangle of consumer persuasion (pictured below. Source: Boords

It makes perfect sense that emotional imagery would influence website visitors’ behavior. Numerous studies have also found that emotional ads are more effective in increasing conversions because they are more persuasive.  


Emotional images persuade people to take the desired action faster because emotions lower our inhibitions and modify human behavior without conscious recognition of a message. Combined with the use of relatable and appealing human faces, emotional imagery has the power to double conversion

However, your visitors are intelligent; they know you are trying to get them to buy their product. Therefore, you must respect the customer and reasonably use emotional images without being too salesy.

Use Images That Evoke Emotions

Source: Amazon Flex 

How many of us miss playtime or story time with our children because we are working an extra shift to make ends meet? The images and text used by Amazon Flex make visitors feel the emotions they felt when they missed their child’s recital or game for work. 

Amazon Flex uses emotive images to persuade drivers to work for Amazon Flex. Prospective job applicants should feel that Amazon values their work-life balance and can trust them to help meet their financial goals. 

2. Avoid Generic Stock Images 

Purchasing stock photos can undoubtedly increase your turnaround time, ensure you have quality images, and keep you on budget. However, if you want your customers to respond after seeing a generic stock image of an unrealistically attractive woman smiling at nothing, sadly, you are mistaken. 

Your viewers are intelligent, and you must do it smartly if you want to persuade them using stock images. Here are a few tips for using stock images the right way: 

a) Find unique stock photos: You may be tempted to use the first picture you see on the stock photo library. But taking time to search for the most unique image will help your content stand out. Men in suits, unrealistically attractive women, and an ethnically diverse grouping of smiling individuals are examples of images that shout stock! Therefore, avoid these cheesy images and look for non-generic photos. 

b) Edit pictures: Edit stock images to personalize them and make them unique to your website. Modify the colors of the image, add or remove elements, add your logo, and change the background to customize the image. Just make sure you have permission to amend the images – this depends on the image license.

c) Find the right balance: To achieve the right balance between custom photos and stock images, combine the two. Take a look at the example of AFCPE. They make excellent use of this technique in their homepage’s montage. This way, the stock images blend nicely with custom photos and don’t appear unrealistic and generic.

3. Use high-quality images with multiple & detailed views 

Using high-quality images should be a given! But you would be surprised how many websites try to incorporate low-quality images just to save money on website design. What impression would you have if you saw a low-resolution image on a website? 

Poor image quality will fail to entice any emotional response from the visitors and make them believe your products/services is of a lesser quality.

In you are selling a product, gain your visitor’s trust and increase the conversion by offering multiple pictures with alternative and detailed views. This is especially important for eCommerce websites; show your product to the customer from various angles as it is more persuasive. 

Consider the example of Sergio Rossi, a luxury shoe brand in the UK that incorporates a slide show for each listing. The slide show contains 5 – 6 images of one pair of shoes from different angles so the visitor can form a complete picture of the product. 

Use High-Quality Images with Multiple & Detailed Views

Also allow the visitor to zoom in on the product. A detailed view of an image invites trust and increases the chance of a conversion. Tiffany & Co utilizes this technique brilliantly with zoomable images. The visitors can clearly see the sparkle in each individual diamond. 

4. Ensure long-term conversion with visual metrics 

Can you track and interpret the performance of website visuals? Suppose you are unable to interpret how images are improving conversion. In that case, you won’t be able to reap benefits in the long term. Therefore, using a website performance tool of your preference for visual metrics is essential. 

Here are 2 essential metrics you must consider:

a) Visitor EngagementWhat is the visitor doing on your website? Consider how many web pages a visitor interacts with, the duration of their stay on the website, and the bounce rate. Moreover, look at which webpage the visitor spends the most time on. Measure whether there is a difference in how the target audience interacts with the website before and after adding the visuals.

b) CTA Conversion Rate Are visitors taking the directional cues reinforced by the visuals to click the Call-to-Action button and take the desired action? Compare the CTA Conversion rate before and after adding images to the website to find out if visuals contribute to the conversion. To go deeper, compare the performance of two sets of images for the CTA and measure which image set leads to higher conversion. Use only those images that appeal to your target audience.   


The Takeaway

Images are the lifeblood of a website. With the right visual content techniques, marketers can help convert more online sales. We looked at these 4 methods to help websites convert better:

  • Using images that evoke emotions
  • Avoid generic stock images
  • Using high-quality pictures
  • Using insights gained from visual metrics

Above all, empathise with your customer. Step back and look at your website from the customer’s perspective. Do you like the images on the website? Do they make you want to buy from your site? If the answer is no, you must reevaluate your design decisions, and the above methods can put you on the right track. 



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