A perfectly functional website is made through a combination of text, images, graphics, SEO, web design knowledge, and code. While every component is just as important as the next, one particular element of a website is almost always taken for granted. Images play a much more important role than just providing eye candy for users. In fact, they have the potential to double the views on your website. How so? Read on to find out.
Why Images are Important for conversions
Visual appeal has always been the number one reason why putting images on a website is required. But there are actually a couple more reasons why web designers put eye-catching images. They’re crucial in helping you build your brand character through consistent imagery. They also contribute to giving users a more memorable experience browsing through your site.
The following are some of the more specific reasons why the use of images can be an effective tool to bring in more customers:
1. Hook Your Visitors Emotionally
Images aren’t put on a website for purely cosmetic reasons. They’re there to appeal to users in a way that no text could ever achieve. The art of selling hinges on how well you can generate positive emotions in your visitors for what you’re trying to sell. With images, you make those emotions resurface in a user’s mind. By adding an image that evokes an emotional response in your visitors, you help usher them into the next stage of the sales funnel.
2. Building Trust
People who visit your website are a lot less likely to buy or purchase anything without pictures or visual references. Any products you offer or even services will only make sense in the user’s eyes if you post images of them on your website. This is because people find it hard to trust something that is unknown or unseen to them.
In the same vein, people also tend to trust brands more when they post testimonials of other people sharing their experiences about the product or service. This is further enhanced by placing pictures of those individuals who made those comments. By putting a human face on these lines of text that you claim to have come from someone, you make it easier for users to trust you and to believe those testimonials.
Basically, any text accompanied by a photo helps visitors see exactly what you’re trying to convey or who is speaking to them through those images – and conversions will follow.
3. Make It About THEM, Not You
If you want higher conversion rates, strategic use of images is one of the tools you can use to achieve that. Your prospects are interested in themselves. Most of the time, they care more about what’s in it for them than your product or your company. Build on that desire by making them experience what you want them to through the use of images.
For example, your company provides meal preparation delivery services. Instead of the usual offerings, you claim to provide meals that are satisfying and easy to prepare. To clearly communicate the message, that idea needs to reflect in your website’s design and the images you use. Aside from the usual image of delicious-looking food, putting an image of a happy couple or a family enjoying that very food would be a great addition. It helps communicate the idea that you’re offering good food that makes people happy and satisfied.
Images can boost conversions: wrapping up
Images will always play an essential role in web design. If text helps paint a picture in a user’s mind, it’s the images in your website that help make that into a well-defined picture. It solidifies the concept in the user’s mind, helping them make the decision of buying or making a purchase.
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