I will soon be working on a photo shoot for a client, the aim of which is to increase website conversion.
I can hear you thinking, "Huh, what!?" How is that a thing? Actually, it's quite simple. By properly deploying graphic elements like images, you can influence the flow, or movement, of your visitor. For example, by working with arrows, you give certain elements more attention.
Cold ground psychology, it may sound like. But think about it for yourself: when someone is standing on the street looking up high, or in conversation with someone hanging out the window on the second floor, you randomly look up too. You look at what the other person is looking at. It works the same way on your website.
Conversion
In the conversion world - yes, besides an SEO world, there is also a conversion-world - the example below is perhaps the most famous example of all.
User testing with eye tracking makes it incredibly clear that we are "looking along" with the person in a picture. If that person looks at your order button, or your contact form, your visitor will unconsciously start looking at it too. You understand that this increases the chance of clicks (= conversion)!
User testing with eye tracking
Don't scare. That means asking someone if you can watch along while they use your website. A device allows you to see where someone is looking on a website, and this is called eye tracking. This gives you hugely useful input to improve your website!
Want to know more? Check out my friends from AG Consult!
Example of conversion-enhancing follow-along
Of course you can do that on your site too
You might only just have to have some new photos taken. And then again, I'm pretty good at that, just taking photos. If you assume an hour of taking photos, you should count on about 300 euros*. Not too bad, right?
Small print
24 photos, including pre-talk and post-processing, excluding change of clothes and the shoot takes place at 1 location.
Take a critical look at the photos on your website. Are you looking straight at the visitor? And is the visitor supposed to look back, or do something else on that page? My guess is that you would rather he/she presses a button, signs up for your newsletter, or fills in a form. Gamble.
English (UK)