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Puzzled about why your website isn’t converting as much as you’d like it to? The secret might be hiding in plain sight – and that is images. Eye-catching, relevant visuals can drastically improve website conversions if done right.
But exactly how much difference can an image actually make? The answer: a huge difference.
Our brains process images 60,000 times faster than written words, and there lies immense potential in engaging your audience with visuals.
Amazon, the eCommerce giant, is a common example of this. Its high-quality images for each product, coupled with lifestyle pictures that let people see how the product will look in real, makes online shopping easier. Potential buyers can visualize a product, check its different aspects, and understand how it works without needing physical assessment.
But if you want to boost your conversions with images, hold up. It’s more complex than uploading pictures on your website; increasing conversions with images takes effort. And that’s what we’ll ease for you today.
Stick around a little longer while we explain how to use images to improve website conversions.
1. Use High-Quality And Relevant Images
Blurry, pixelated images scream unprofessional and can deter potential customers. Imagine walking into a store where all products are dirty and placed in an organized manner. Wouldn’t you be tempted to walk right back out? The same applies to your website.
Apple’s website is a masterclass in the use of high-quality images. Crisp, clear, and relevant, Apple’s visuals beautifully showcase its products and reinforce its premium image. Employing high-resolution photos that put the product front and center lets Apple build an emotional connection with the audience.
Besides focusing on quality, you should also undertake color psychology while shortlisting images for the purpose of conversion. This will support your brand’s value and entice consumers further.
Source: Commons.Wikimedia
So, investing in professional-grade, relevant images isn’t just an aesthetic choice – it’s a strategic move that can significantly boost your conversions. These images can be inspiring pictures from stock image websites, custom photography, or infographics – whatever suits your brand message and feels relevant.
2. Optimize Image Sizing to Improve Website Conversions
Large files can slow down your website’s loading speed and cause impatient visitors to bounce before seeing what you offer. A study showed that a mere two-second delay in load time could increase bounce rates by up to 103%, and of course, no brand would want that.
Keeping your full-width images under 200 KB can help maintain a good balance between quality and speed. For smaller images, like thumbnails or icons, try to keep them under 100 KB. The goal is to keep a website page under 2MB so it doesn’t slow down while loading.
An image’s format also impacts how fast it loads or whether it can convey the message well. Here’s a quick rundown of the main image formats you can swap depending on the graphic you upload for conversions:
- JPEG (or JPG) – Best for larger photos or complex illustrations due to its ability to handle millions of colors.
- PNG – Best for images requiring transparency or a high level of detail.
- GIF – Best for small icons, simple graphics, and animations.
- SVG (Scalable Vector Graphics) – Best for logos, icons, and diagrams.
3. Add Alt Text
Alt Text, short for alternative text, describes the content of an image for those who can’t see it – including search engines and visually impaired users. But how can it help your brand?
Correctly using Alt Text increases your website’s accessibility. It also gives search engines more context about your images, improving your site’s SEO.
Let’s suppose you have an image like the one below:
Source: Freepik
A good Alt Text would be:
“Silver laptop on a wooden desk with a coffee mug on the side.”
This Alt Text is descriptive, clearly depicting what’s in the image.
As a visually-oriented platform where users discover ideas through images, Pinterest strongly emphasizes Alt Text. Due to this practice, pins with well-written Alt Text rank higher in both Pinterest’s internal and Google’s image searches. Such change eventually draws in more users and increases engagement rates.
So when you upload images on your website, make sure they have descriptive text to help search crawlers rank your site high in relevant searches.
4. Use A/B Testing for Images
A/B testing means comparing two web page versions to see which performs better. Testing is not exclusive to headlines or CTA buttons; it’s equally crucial for images.
Say you run an e-commerce store selling handmade soaps. You have two main images for your best-seller product: Image A shows the soap bars beautifully arranged on a wooden table, and Image B presents them in a bathroom setting, highlighting their use case. You’re still determining which image will drive more sales, and that’s where A/B testing comes in handy.
Here’s how you’d do it:
- You’d create two versions of the product page, one with Image A and one with Image B.
- Then, you would split your website traffic between these two pages equally. Half of your visitors see the page with Image A and the other half with Image B.
- You would then monitor and compare the conversions from both pages over a specified period (a couple of weeks or a month).
The winner will be the image with significantly more purchases than the other. This testing can let your audience’s actions inform your decision about which image leads to higher conversions.
5. Use Images That Evoke Emotions
A picture is worth a thousand words, but its value is priceless when it stirs emotions. A classic example is Airbnb. Its website and app are flooded with warm, inviting images of homes, which show you where you’ll stay and give you a glimpse of the experiences and emotions you might feel during your trip.
Source: Airbnb
These images portray the joy of travel, the comfort of feeling at home, and the excitement of exploring new places.
The key takeaway? Choose images that tell a story and evoke feelings relevant to your brand. Whether it’s joy, curiosity, serenity, or excitement, let your images speak to the heart.
6. Increase Interaction With User-Generated Content (UGC)
Consumers often trust their peers more than they trust brands. So, why not leverage this trust to boost your conversions?
Like customer reviews or photos, UGC adds authenticity to your brand and gives a sense of community. Take a leaf out of GoPro’s book. This brand runs a ‘Photo of the Day feature on its website, showcasing photos taken by customers using a GoPro.
Such a contest encourages customer engagement and provides social proof to reinforce trust in GoPro products. If you want to enjoy UGC in your website imagery, here are some ways to effectively use it on your website:
- Testimonials and reviews
- Customer photos
- Contests and challenges
- Blog posts or case studies
- Community forums or Q&A sections
7. Try Rotatable/3D Images
As online shopping grows, the need for a more immersive browsing experience does too. 3D images or 360-degree views can help customers understand your product, almost as if they were physically examining it.
Look at the site of furniture giant IKEA – it offers 3D images of furniture so customers can view products from every angle and instill confidence in their purchase decision.
Source: IKEA
To implement this, consider investing in 3D imaging software or services. Initially, it may seem like a significant investment, but increasing customer engagement and conversions can quickly offset the costs.
Rounding Up
The imagery on your website is more than just decoration. It’s a powerful tool that can tell your brand’s story, stir emotions, foster engagement, and drive conversions.
You should experiment with different strategies – like 3D images and user-generated content – to see what works best for your brand. Above all, ensure your images are accessible, optimized for speed, and high quality.
Now, you’re all set to elevate your online presence. So get started with the above tips. Happy branding!
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