24th October, 2023
Visuals hugely impact consumer behavior.
Research has found that product photos influence as many as 83% of online purchase decisions.
And, of course, we must remember that visuals can impact web visitors emotionally.
They drive behaviours like impulse purchases and compel prospects to solve their pain points by converting.
Knowing that images, graphics, and videos that resonate with your target audience directly influence how web visitors behave on your website, it’s a good idea to explore ways to maximise business growth via visuals.
So, if you’re ready to roll up your sleeves, here’s how to contribute to success by choosing the right visuals.
To maximise business results, you need to know precisely where to place high-impact images that resonate with your audience.
For instance, research shows web visitors spend most of their browsing time looking at the topmost section of a site.
So, to ensure high engagement and conversion rates, place your most impactful visuals in the hero section of your homepage.
For instance, check out the Aura homepage. You’ll see that the brand uses metaphorical imagery.
But the reason why the metaphor works so well isn’t just that it’s a great way to describe Aura’s solution.
The fact that these high-impact visuals are placed in the topmost section of the site establishes user expectations.
Web visitors are far more likely to engage with the rest of the content on the homepage, seeing that their interest has been awakened by a promise that resonates with their goals.
In some niches, the complexity of your solution will make engaging your target audience harder.
People must recognise product benefits before they convert, so it’s essential to use every tool to maximise understanding.
One of the most significant benefits of visuals is they can help consumers understand how your solutions solve pain points.
For instance, pairing text with illustrations can enhance comprehension. By doing something as simple as adding visuals to your website’s benefits/features section, you can ensure that your prospects fully understand the advantages of investing in your products.
Take a look at a great example from eTraining below:
Or, if you’re after the best possible results, swap out static imagery for video.
According to Wyzowl, 96% of marketers say that video improves product understanding.
One of the biggest mistakes brands make is that they go with the easy option of using stock imagery.
But while stock images are convenient, research shows that 80% of consumers prefer real-life photos rather than stock images.
In other words, if you want your visuals to resonate, don’t be afraid to get personal — even if it means using photos that aren’t perfect.
For one, do your best to enrich your web pages with as much user-generated content as possible.
If you check out the Iz&Co. website, you’ll see that the jewellery brand has a dedicated Client Reviews page.
It highlights user-submitted visuals, allowing web visitors to see the positive impact of the brand’s products on its clients’ lives.
Or, if you want to emphasise your brand’s authenticity — which you definitely should — enrich your pages with behind-the-scenes images.
Lastly, remember that consumers have particular preferences regarding what product photos they like.
According to the Nielsen Norman Group, product photos need to be:
If you’re looking to maximise business growth, using images to increase website engagement, conversions, and customer trust is an exceptional strategy.
However, remember that you first need to know what resonates with your target audience to make these tactics work for your goals.