Images, visuals, and rapidly delivered video content is a major driver of modern marketing. From print advertising to television, to mobile, this content is constantly evolving as time goes on. Brands are always trying to find a way to catch and hold people’s ever-decreasing attention spans, and we’ve found that images are a leader in reaching target audiences.
It is easier for target audiences to digest visual content than written or audio content. When we just hear information, we only recall 10% of the message three days later. Add an image to that information, and that percentage rises to a whopping 65%.
The reason for this can be explained by the increased engagement that comes with visual content. The more engaging the content is, the more likely you convert your audience into customers. Content can be delivered through a variety of channels such as a website, social media, and emails.
On a website, for instance, a successful conversion occurs when a visitor completes a desired action. A “micro-conversion” occurs when a visitor subscribes to a newsletter, shares a post, or refers another visitor. Your chances at a successful conversion are heavily dependent on your website’s experience. This is known as your conversion rate optimization or CRO.
The first thing to greet a visitor is your website’s visuals. If done properly, it points them in the right direction, gives a sense of your brand’s identity, and instills a lasting first impression. Your CRO is all about creating an experience that leads users through a sales funnel without any distractions or snags in the way. To do this, you have to understand the people that visit your site, how they interact, and what converts them to customers. Developing a visitor behavior flow chart from your websites data will help you better conceptualize this. You’ll want to measure key metrics such as: time on site, bounce rate, traffic sources, visit interactions, cost per acquisition, and revenue.
Recommended visuals and tactics
Photography and graphics are great, but videos and animations are even better. For most target audiences, gone are the limitations of bandwidth on your average webpage. A video or animation can easily begin playing on a laptop, desktop, or mobile device model from the past 5 or so years. In fact, landing pages with videos can increase conversions by as much as 80%. This isn’t exclusive to websites either, try to utilize this on your blog posts, social media profiles, and email newsletters.
Here are a few things to keep in mind when developing images for a higher conversion rate:
Custom graphics will set you apart from your competitors. Icons, action buttons, infographics, and other graphics will all help convert viewers. With the right colors and placement, these will help increase your click-through rates and get visitors where they want to go.
Low-quality images are often equated to a lack of professionalism or quality, while high-quality images give the perception of a superior product. Make sure to check how your images look on ALL devices. With a good amount of traffic coming from mobile devices and tablets, it is critical to account for that audience and how they will view your content. Distorted images will lead to a high bounce rate.
Avoid stock photos
The worst thing you can do is use a cheap, cheesy stock image from a Google search. If visitors have seen that same image before, your brand can suddenly be viewed in an entirely new, and negative, light. Try to add a personal touch by incorporating a picture of your employees, yourself, or the founder of the company. That being said, there are some solid stock photos sites that can be used in conjunction with original content such as Twenty20, Death to Stock, Negative Space, Unsplash, and Pexels.
Understand your audience
Remember that images are a way to connect with your target consumers. If they all they see is people from demographics other than their own, it’s harder for them to make a genuine connection. Age and gender and lifestyle are the three most important factors to key in on.
The look and feel of the photos should make picturing using your products easier for potential customers.
Create video content
Explainer videos are the most engaging content for landing pages. Explaining your websites layout and how to use your products step-by-step will lead to higher engagement and conversion. Use this as the perfect opportunity to relay information about your product and brand to your customers in your own words.
ApolloBravo was founded by a photographer. Our Digital Marketing Team creates engaging content incorporating award-winning photography. We use images in blog posts, social media updates and web development. We’ve even developed global photography contests for clients including 500px.com, VeriSign and Neustar. Check out our digital portfolio for details or contact us for a capabilities presentation.