There are lots of ways to drive conversions. We’re always told how much copy matters - how it builds trust with people, how using social proof and reviews add credibility, and how telling a story pushes emotional buttons.
But, humans process images 60,000 times faster than text. Simply put, we process visual data better than written data.
The biggest problem you might be facing is knowing what images to create to drive conversions.
This is a problem. It’s all about pushing the right emotional buttons and making that all important first impression. If your images don’t stand out, your conversions will be down - no matter how good your copy is.
In this post, we’re going to take a look at which images you should be creating to drive more conversions.
Avoid Stock Photos
First things first, in case you’re tempted to use stock photos - don’t. The number one cardinal sin you can commit is to use cheesy stock photos that look 100% fake and staged.
Stock photos might have worked in the past, but people have since figured them out. They can look mundane and inauthentic, and a lack of authenticity is death to your brand in 2018.
Consumers today want quality from websites, and they also want authenticity. They want realness. For example, if you need a photograph of a business team, simply take one of your own team.
The good news is that creating your own images isn’t as difficult as it used to be. In 2018, there are awesome tools to help streamline your processes. For example, you can check out a tool like Design Wizard that actually lets you create your own powerful and original images. It’s easy to use and free to get started.
Push Emotional Buttons
Have you ever made a big purchase based on your emotions … and then tried to justify it later with reason and logic?
We all have. While we might not want to admit it, most of us are emotional people who make emotional decisions.
As a blog owner, this is something you need to take advantage of when creating your images.
For an image to be effective, it has to push emotional buttons. It has to make people feel a certain way.
Let’s imagine that I’ve written an eBook about how to quit your job and live the good life as an entrepreneur. For the main image on my landing page, I’m hardly likely to go with a stressed business person who’s tearing their hair out. Instead, I’ll probably go with palm trees and a beach scene.
I’ll have an image of an entrepreneur relaxing by the beach, laptop to one side and a Martini to the other. Smooth.
This is an aspirational image that makes my reader feel good about what I’m telling them. It strengthens my copy and plants a powerful emotion within them.
Any image you create needs to align with your reader. It needs to reinforce the things you’re saying in the text, as well as your overriding goal.
Levi Strauss are a good example of a brand that create images that push emotional buttons. Their brand is all about having fun and adventure, and their images - often of youngsters behind the wheel of a convertible in the middle of a desert - reinforce those values. They make people want to take action because they want to feel a certain way.
For ideas, you can use a free photo library like Pik Wizard that’s stuffed with thousands of images that you can then edit to align with your brand.
Always Think About the Reader
A rookie mistake when it comes to content marketing is to put ourselves first.
Think back to when you first started writing blogs. It was all about you, right?
Somewhere along the line you realized that, to make this work, you had to start making your content about your audience.
It’s the same with images. Just because you happen to love an image, it doesn’t mean that it’s going to work
How many times in the past have you created something that you were immensely proud of, only for a team member to tell you it sucked? It’s disheartening but you probably went with it anyway.
Your opinion doesn’t matter here. When you create images, you need to ask yourself a few questions:
1: Is this image going to help people understand my content?
2: Is this image a distraction?
3: Do I actually love this image? Am I too obsessed with it?
4: Does this image add value?
It’s all about your audience and not you. The whole point of an image is to add another layer of trust and confidence in your audience about your message. If you happen to love it but you know deep down in your heart that it adds no value, get rid of it.
Consider Creating a Mascot
Remember the MailChimp mascot? While he’s not as prominent as he used to be, everyone who ever used MailChimp still remembers him. And this is what a mascot is - memorable.
Cartoons are cute and funny, and they help your visitors to bond with your blog. Can they also help with conversions? Like heck they can. Mascots are personable, easy for people to remember, and it’s easier to use them to create the emotional effect you want.
Do your readers know what you look like?
Or do you shy away from them?
If it’s the latter, it might be a good idea to introduce your readers to yourself and your team.
Doing so makes your blog and business more authentic, real and transparent. A human touch is really appreciated by customers, and it shows them that you’re genuine.
Medalia Art did an experiment. They sell art online, and there was a time when the only images on their homepage were of the paintings they were selling.
One day, they decided to see if adding photos of the artists would increase conversions and it increased their conversions increased by 95%.
Rethink The Way You See Customer Testimonials
“My husband and I couldn’t be happier with the way it turned out!” - Jane Doe
We’ve all seen customer testimonials like this. The customer and her husband were happy with the way things turned out for them when they used a business’s services … but do we really believe that Jane is real?
True, 84% of us put faith in online reviews. But you know what can supercharge a testimonial on your blog and boost conversions? A photo to go along with the testimonial.
A smiling photo of your customers can be just the ticket if you’re looking to use your blog to boost conversions. When we see that people are happy with a product, it nudges us closer towards a sale. It’s basic math - and it’s literally the easiest photo to create.
All in all, creating the right images matters. As long as you make the most of tools and think outside the box a little, you’ll be on the right track.
Remember, it’s all about pushing emotional buttons and making people feel positive about your blog and your brand. And whatever you do, don’t forget to test and track your results.