Selling more with good photos
Soon I am doing a shoot for a client aimed at raising the conversion rate of their website.
I can hear you thinking: “Sorry, what?” How is that a thing? It is actually very simple. By using graphic elements such as images in the right way, you can influence the flow, or the movement, of your visitor. By working with arrows, for instance, you give certain elements more attention.
Armchair psychology, it may sound like. But think about it for a moment: if someone in the street is standing looking up, or talking to someone leaning out of a second-floor window, you look up as well without meaning to. You look where the other person looks. On your website it works exactly the same way.
Conversion
In the conversion world, and yes, alongside an SEO world there is also a conversion world, the example below is probably the best known of them all.
User testing with eye tracking makes it abundantly clear that we “look along” with the person in a photo. If that person looks at your order button, or your contact form, your visitor unconsciously starts looking at it too. You can see how that raises the chance of a click, which is to say a conversion.
User testing with eye tracking
Do not be alarmed. It means asking someone whether you may watch while they use your website. A small device shows you where on a site someone is looking, and that is what we call eye tracking. It gives you enormously useful input for improving your website. Want to know more? Have a look at my friends at AG Consult.
An example of looking along that raises conversion
Of course this works on your site too
You may just have to have some new photos taken. And that happens to be something I am rather good at, taking photos.
Take a critical look at the photos on your website. Are you looking the visitor straight in the eye? And is the visitor meant to look back, or to do something else on that page? My guess is that you would rather they pressed a button, signed up for your newsletter, or filled in a form. Just a guess.
Want this for your own business? I make corporate photography that tells a story, also in and around Nijmegen.