The user does not have the patience to read. Statistically, a user reads a page's content for only about 15 seconds.
So how do you hook a user into staying on the page? Certainly not with text alone. The behavioural psychology behind images and conversion rate optimisation (CRO) has been studied extensively. This article explores why images are a website's most important visual feature and how to choose them correctly.
How big an impact does an image have on a website's performance?
Images are a website's most important visual element and an effective sales tool. Images should not be used purely for decoration; at their best, they serve as an unrivalled means of communication.
Visuals are the key to sales
- 7x Higher Conversion Tailored visual content produces up to 7 times higher conversion rates compared to text-only content.
- You stay in memory After three days, a person remembers only 10% of the information they have read or heard. When the same information is combined with visuals, as much as 65% of the information stays in memory.
- Fast communication Because users do not have the patience to read, images can deliver the essential information quickly and capture attention more effectively.
What makes a good image?
It is not enough for an image to be beautiful; it should communicate information to the user. Building trust is the most important thing in sales, on websites too. Images are an excellent way to build trust in a company, a product and a service.
Ask yourself: "What does this image communicate about my product/service?"
Stock photo vs. a personal image
Studies show time and again that a genuine and personal image always beats a stock photo:
- Users are smart They recognise generic stock images. A generic image weakens trust.
- Relatability creates conversions A personal image is relatable and builds trust, which is decisive when making a purchase decision.
An image of a person vs. a product
- Faces The human brain reacts strongly to other faces. By using images of employees or satisfied customers, you humanise your brand and build trust.
- Gaze direction If the model in an image looks in a certain direction, the viewer's eyes often follow. You can use this to guide the visitor's gaze toward the page's most important element, such as a CTA button.
How does the product being sold affect the choice of images?
- Selling a service Images should show real faces and genuine results. When selling an expert service, stock images are your page's enemy.
- A physical product The image must be realistic and the product must be shown as clearly as possible and from different angles.
- Digital services Make use of illustrations, for example.
How does the target audience affect the choice of images?
The target audience determines relatability. If you use images of people, the models must be relatable to the target audience. The model's age, gender, appearance and attitude all affect how the target audience resonates with the product.
Summary
- A sales tool Images are the most effective tool for sales and communication.
- Impact Visuals build trust and raise conversion up to 7x more effectively than text alone.
- Choice Use genuine images that are relatable to your target group to build credibility.