5 Visual Marketing Tips To Increase Conversion
If content is king after Google’s Panda and Penguin algorithm changes then visual content is Queen. Visuals create engagement. You see increased engagement in key website metrics such as Time on Site, Pages Viewed and an increase in repeat visitors. Images, arresting visuals, as newspapers and magazines have always known, are key to getting your content read.
Visuals also play an active role in any website’s design and traffic patterns. Images guide your visitors’ eyes and block their engagement with your website. If “block” sounds like your website is a stage play that is because it is in a way. Since images are so important to websites and websites are so important to marketing here are 5 tips to help use images to increase conversions on your website.
Visual Marketing Tip 1 – Follow The Eyes
Visitors follow the eye line of people pictured on your website. In the Walker Evans image above the man on the left is looking off the page. Good idea to put a Call To Action where people in pictures on your website are looking. The man on the right is looking straight out at the view. That view increases engagement though I would prefer a less menacing look if the image was on an e-commerce website (lol).
Visual Marketing Tip 2 – Blocking with Picture
People’s eyes tend to trace picture borders. This creates “hot spots” immediately below and to the right of images. The larger he image the more displacement of attention and the more this effect is increased. Here is an example of a recently suggested redesign. The Call-To-Action area on the right is made powerful by the large “Hero” image (Hero is term Internet marketers use for the largest image on a webpage.
Visual Marketing Tips 3 – Avoid Trapping Engagement
Images can be helpful or hurtful. Images that don’t enrich a storyline create confusion and dissonance hindering engagement. Images that aren’t blocked into the content well, that don’t include clues about how they relate to the content around them can strangle clicks. Make sure your images support the content on the page. People like to click images too so be sure where they end up, when clicking on an image, is related to the image in a meaningful way and there is scent trail, a sense of breadcrumbs issuing from the previous location.
Visual Marketing Tips 4 – Avoid The Roll
I’m going to sound old school, but don’t use large heroes with aggressively timed rolls. When an image changes it shouts LOOK AT ME. Attention must be redirected and split. Rolls are a form of SHOUTING and so should be used sparingly if at all. Keep the page quiet and let your visitors decide where they want to go. Watch your metrics and accentuate the path your visitors create. If you must use a roll do so SLOWLY and no more than 3 different images in the roll. I am not a FAN of rolls despite their ubiquity. Just because everyone is doing something doesn’t mean it is the right thing to do.
Visual Marketing Tip 5 – Avoid Stock Photography
Stock photography is inauthentic and bland. The best use of stock is to change-up the angles so it looks less bland and stock-y. The problem is the people all look too Stepford Wives-like. If you MUST use stock let your best designer carve it up with angles or filters so it looks more like YOU and less like some idealized version of you. The web is about being REAL, sharing your passions and sticking to your truth whatever that is. When you use right out of the can stock it undercuts your visual marketing