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Business owners like you are always looking for effective ways to attract their ideal buyers. In the cluttered and distracting online world, it helps to remember the old adage that a picture is worth a thousand words.
You may not be able to get the perfect buyer’s attention about your product or service by having them read 1,000 words, but with the right website image, you don’t have to. A good image can significantly increase your conversion rate, so taking the time to choose or create the right image is very important. When setting up your company website.
This article explains exactly how to strategically use website images to attract the perfect buyer and get more conversions.
By evoking the right emotions, you can encourage people to click “buy”
If you can get your target audience to feel the right emotion, they are much more likely to click the checkout button. can play an important role in impulse purchaseMerchandisers in brick-and-mortar shopping environments work hard to evoke the emotions that compel people to shop: excitement, joy, and desire. The same technique can also be applied to her website through the effective use of images.
For example, images of people happily using your product can excite your perfect buyer. Also, images of people looking distraught because of a problem your product can address can make you feel understood by your perfect buyer.
To get an idea of ​​what this looks like in action, take a look at one of the images on IKEA’s holiday season homepage.
As furniture and home goods retailers, they capitalize on this image to create a warm and cozy feeling of being at home while on vacation. Their products accompany the images as the focus is on the little girl decorating the gingerbread house. However, the image will likely inspire shoppers to make their homes cozier in time for the holidays, and they can do just that with their new IKEA purchases.
For another example, check out the image that dance fitness company Zumba uses on its homepage.
Their main product is exercise videos, so they use imagery that harnesses the feeling of being energetic and enthusiastic. Those who want to experience a fun and enjoyable exercise class will be captivated by the emotions conveyed by the images.
Humanizing your business helps you build stronger connections
People don’t want to feel like they’re spending money on a faceless company. Instead, they want to know they’re supporting real people. Images help humanize your business and remind the perfect buyer that you’re dealing with a real person. increase.
Showing your team picture can provide a great way to do this. Whether you include headshots of everyone or action shots of people at work, it helps buyers relate to a more human version of your business.
For example, see the About Us page on the following website. Tinker Law Firm PLLC.
If you’ve had the bad luck of having a medical malpractice experience and are seeking legal representation for your case, you’re much more likely to feel connected to a company that includes an image of a team that can assist you. For law firms, a professional headshot is great for this as it shows that the people behind the firm are experienced, intelligent, and ready to help. This will allow your prospects to feel comfortable contacting you.
Other businesses may prefer a different approach to team image. For example, take a look at how Option One Plumbing presents its team.
In the event of a plumbing emergency, you’ll want to reach out to a team that seems ready to jump into action right away and come to your aid. This image humanizes Option One Plumbing by showing the many people our clients rely on to solve their plumbing disasters.
After a behind-the-scenes glimpse of the people who make your brand happen, it’s much easier for shoppers to feel a stronger connection to your brand than when the only image they need to connect with is your logo. In turn, they will feel better about purchasing from you as well. customer wants You can feel like you are contributing to the life of your team as well as funding the company.
Use images to show exactly how your product or service works
Shoppers like to make informed choices, and images can convey a lot of information quickly and effectively. For some products and services, it makes a lot of sense to show how they work through images rather than descriptions.
Product photography is a prime example. Product photography has come a long way. customer preference Higher conversion rates due to more detailed product shots.
Moving up from static images in terms of the amount of information conveyed, GIFs and graphics can make a product appear in motion and can be more appealing to shoppers.
Finally, lifestyle photography of products in use can provide buyers with more information about how the product fits into their daily lives.
The more accurately a customer understands how a product or service works, the less likely they are to have an unpleasant surprise when they receive it, and the less likely they are to return it. Additionally, when they receive your product and it matches their expectations, you establish an excellent foundation for customer trust and loyalty.
Animated GIFs can be particularly rich in some products, such as software. For example, look at how ActiveCampaign shows sales. CRM.
The Services page features GIFs highlighting the key actions your customers may take when using your CRM software. People who just landed on this page may not want to watch a lengthy instructional video. So a quick GIF of him can convey exactly how the product works, encouraging prospective buyers to learn more or try it for themselves. can encourage.
Mobility company Stander provides another example of how images showing how to use a product can lead buyers to conversion.
They have a wide variety of mobility aids, so the options can be overwhelming for those unfamiliar with the product categories. At a glance, site visitors can identify products that meet their needs.
Help website visitors imagine using your product or service
When customers can visualize themselves using your product or service, they are more likely to buy.
One effective way to make this easier is to use images of people who are representative of your target audience using your product. The key is to use ‘real’ people rather than ambitious and irrelevant models.
Consider using people of different ages, genders, and backgrounds in your images. Depending on your product or service, it may also make sense to use models who appear to have specific hobbies or professions that the perfect buyer has.
A good example of this in practice is aura systemwho makes aura cameras and software.
In this case, the image I chose to showcase the product was designed to help young women interested in photography, aura and chakra readings realize that this product is great for them and imagine using it. It’s helpful.
Another method many people have tried Startups use to increase sales Use UGI, or User Generated Images, to help your website visitors imagine using your product. UGI tends to be very relatable because it features real customers and looks more authentic than staged images.
Clothing brands especially benefit from this type of imagery. Because people want to see how their clothes look on someone with a similar body type. For example, ASOS uses the hashtag #AsSeenOnMe to collect his UGI posted on their website.
In addition to UGI, another amazing approach to helping customers imagine themselves using your product is to provide content of business owners and other members of your team using your product. .
for example, cobalt intelligence blog.
This type of content and images goes beyond simply using staff images to humanize your business. By showing a friendly member of your team explaining how to use your product or service, your visitors will understand that they are also using it. After all, who understands the complexity of your product or service better than the people who built it?
Use visuals to showcase your company’s personality
Images can also be an effective tool to convey the unique personality of your business.show off your personality make your company unforgettable And it makes it easier for the perfect buyer to feel connected. Just as people with vibrant personalities tend to stick with us, brands tend to do the same.
The right personality to convey through your images to attract the perfect buyer is highly dependent on your business. For example, a children’s toy company probably wants to convey a bright and colorful personality, while a law firm should be sophisticated, professional, and trustworthy.
Through the use of colorful, child-like graffiti, Toys “R” Us lives up to the fun and playful personality you’d expect from a toy company. This shows that you don’t necessarily need a photographic image to convey your personality.illustration works well
When choosing images that showcase your personality, start by brainstorming what you want to convey. Once you’ve found a few words that are strongly associated with your brand, look for images associated with those words. If you can work this out with a team, you’re most likely to come up with an image that accurately conveys the right personality for your brand.
If you’re successful, the perfect buyer will immediately know who you are from the first glance at your website. For example, take a look at the fine jewelry website Mejuri.
The visuals effectively convey an unexpectedly fresh and youthful personality not normally associated with fine jewelry. Targeting young women definitely shows that the brand is simple, elegant, classic and stylish. This allows you to persuade the right people to buy.
The last word
Attracting the ideal buyer is an ongoing goal for every business, and the power of images to help you achieve this goal should not be overlooked.
From evoking emotion and humanizing your business, to showcasing how to use your product and communicating your personality, the right imagery can help your website transform in an engaging way. can do a lot of the hard work.
Author biography
Aaron Haynes is an entrepreneur, digital marketing enthusiast, and occasional SEO writer. With over 10 years of experience in business development, Aaron helps companies and institutions develop and grow data-driven yet agile approaches to search engine control.You can find out more from Aaron twitter When LinkedIn.
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