Landing pages can be a great tool for increasing your conversion rate. Learn about using images to make the most out of them from this post by Resource Nation.
Images are interesting, engaging and pique viewers’ interest more effectively than text-only content. According to Hubspot, “90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text.” And thus, when used effectively, images can improve your landing page and ultimately increase your landing page conversion rates.
Using images to optimize the design of your landing pages is most successful when you pay close attention to color, portray subjects relevant to your page’s call to action and purposefully direct the viewer’s gaze towards the CTA. Take care not to distract the viewer from the CTA or overwhelm them with too much visual information.
Use color effectively
Your use of color in your landing page sets the tone for how the viewer reacts to the design. Too many colors can distract the viewer by drawing their attention to multiple points on the page with no clear focus (the same can be said of too many images). Create a color scheme that utilizes, in general, two or three colors.
- This doesn’t necessitate that you use only monochromatic images. Look at the image you want to use and squint until it becomes a blur. Categorize that image according to what color the blur is.
- You want your images to catch, but not keep, the viewer’s attention – you want that to ultimately land on your call to action. Shift the viewer’s gaze to the CTA by making it a bright or contrasting color that stands out from the rest of the landing page.
Use relevant content
Just as the written content on your page should be relevant to your call to action, so should the subject matter of your images. You won’t get a conversion from your landing page if the viewer thinks the image is confusing, unprofessional or distracting.
The image should show your product or service being used successfully – in essence, it should clarify the message of your landing page, not distract attention away from it.
- Use demographic information to target your image’s subject matter for maximum appeal. For example, if the landing page corresponds to a specifically targeted email campaign, be sure to base your image choice on the preferences of that targeted group.
Direct the viewer’s gaze
While using colors to direct attention to your CTA is effective, it’s important to consider how the correct choice of images can do the same thing. If your business sells a variety of products, this is a strategic way to subtly direct your customer.
- Numerous studies on the way that people view websites have found that the viewer’s gaze is strongly drawn to human faces. Using images of people on your landing page can draw and hold the viewer’s attention. Be careful, though. You don’t want the viewer’s attention to stop on your images – you want to direct that attention to your CTA.
- Rather than have the people in your image look out towards the viewer, have them look towards your call to action. Researchers at Think Eye Tracking found that by redirecting the model’s gaze from the viewer to the product, the viewer’s gaze automatically followed. As a result, the percent of viewers who looked at the product rose from 6% to 84%.
The most important element in optimizing your landing page is, of course, A/B (split) testing. Any time you make a change – by adding images, changing colors or redirecting the viewer’s gaze – test how well each one increases clicks and conversions. Introduce changes one-by-one so that you can pinpoint exactly what changes result in improved conversions.