How much does an image’s quality affect conversion rates?
That question has been debated since the dawn of the online marketing industry.
It’s also what content marketers have been asking themselves ever since they started using Ads to grow their businesses.
The short answer? Your image matters—a lot—and it can make or break your advertising efforts, but you might not know how to evaluate an image’s true value.
Here are some tips that will help you determine whether or not your images are making the grade, and how to improve them if they aren’t.
Choosing Your Image Carefully.
Choosing your image carefully will dramatically improve conversions on your ads. Understanding your options and how you can optimize them will ensure that you get more bang for your buck.
You know that it’s vitally important to include an image with each of your Facebook ads. But which kind of image should you use?
And how do you make sure it maximizes the conversion rate?
If there is one thing all marketers agree on, it’s that testing is crucial for improving results. That goes double when it comes to creating effective images for Facebook/Instagram ads or Google Ads.
Research shows that people respond well to photos of other people in their social groups (e.g., friends or family) or in professional settings (such as at work).
Research also shows that both men and women prefer viewing products held by a hand—and prefer seeing these products from three-quarters view. So how do you test different types of images to see what works best?
Here are some simple suggestions.
First, pick out 3–5 different types of images that convey different messages about your product/service/company/brand. Don’t select too many different kinds of pictures—you want to be able to compare them side-by-side easily, so stick with 3–5 pictures for now.
An image analysis solution can break down an image into a number of separate metrics, including color palette and composition.
This information is then used in conjunction with your content marketing strategy to develop visual messages that resonate most effectively with your audience.
By analyzing an image’s appeal from both a qualitative and quantitative perspective, you’re able to fine-tune future efforts for increased conversions.
In general, images function best when they leverage proven marketing techniques such as using imagery to communicate your brand story or convey a specific message about quality.
For example, simply showing pictures of people in pictures can make it more memorable; according to researchers at Stanford University in California, viewers remember 10 percent more words when they see faces compared with faces shown separately.
Face perception is also much quicker than other types of object recognition–meaning viewers pick up on imagery quickly even if their eyes initially glanced over it. As businesses become increasingly reliant on digital channels like social media and email to generate leads and promote products, maximizing these tools becomes ever more important.
That’s where image analysis comes in handy. Image analysis solutions help businesses conduct A/B tests on hundreds of images to pinpoint those that inspire consumer interest and prompt sales. When testing against control groups, having access to advanced analytics allows companies to measure which factors correlate with successful advertising campaigns — helping marketers optimize strategies through informed decisions based on real data instead of just guesses. We help add data to those analytics so you get insights that instantly makes a difference. (ask about our dashboard)
With a well-informed approach, businesses find themselves well equipped to create engaging ad experiences by capitalizing on high impact visuals that lead to long term growth. There are many approaches you can take when trying to improve conversion rates by leveraging image analysis.
If your website primarily serves consumers looking for a product or service, consider creating buyer personas representing each market segment and persona type. Not only will personas enable you to accurately target messaging but they’ll also remind you what buyers want so your website reflects all their needs from click through page design, product presentation all way through checkout process.
While evaluating your images is primarily a subjective experience, analysis can help you make decisions about an image’s appeal.
To analyze your images, start by looking at several of them—then ask yourself these questions:
• Does it take longer than two seconds to tell what the picture is about?
• Does it seem like something that I could find anywhere?
• Does it look generic or overused?
If you answered yes to any of these questions, go back and improve your image so that people understand what they are seeing when they first glance at it.
For example, if your ad features an icon instead of text because you want customers to see exactly what they would get with your product or service—you may need to provide more information for customers than just words.
Look for other ways to connect visually without drawing too much attention away from your brand or blurring its message. A simple explanation may be all you need, but if your branding doesn’t stand out after reading it, take time to redefine how you are presenting yourself to potential clients. Decide on one or two things that define your business in one quick glance—such as reliable customer service or quality products.
Take advantage of ways you can use common design elements in both your logo and website without making them tired looking through repetition.
Test everything until you have pinpointed what will really catch eyes!
There are many benefits with using Image Analysis in order to help with your advertisement designs.
These advantages come from studying what appeals to target customers and consumers.
Using internet tools like social media websites like Facebook and Instagram, you can gauge consumer reactions based on your choice of image and how it affects them.
Take note of what types of posts they choose to like or comment on more than others. By paying attention to these patterns you can begin analyzing exactly what types of photos affect people positively and whether these effects would be effective with your product design choices. (*whispers* We have a tool that can do this)
You can also benefit by researching articles about customer psychology. One prominent example is made by Jonah Berger in his book Contagious where he discusses high-arousal emotions having more powerful effects on consumers than low-arousal ones (such as fear vs calmness). Color can and does play a HUGE factor in invoking emotions.
Whether they react negatively or positively towards images, when researching images keep track of positive vs negative feelings inspired by pictures presented to viewers. This information could eventually give you better insight on which style of advertising attracts different kinds of customers rather than drawing conclusions based solely off sales figures alone.
What matters most is what will appeal to your target market.
If none of the previous methods work effectively for you after utilizing what you learned here then feel free to try other alternatives such as PR campaigns and running contests/giveaways with existing customers/new supporters through social media sites such as Twitter or Instagram. (We provide this in our Business Plan)
Remember though that all these attempts require patience and persistence before seeing results worthy enough for reporting. In addition, it’s crucial to remember that sometimes you have to accept failure and learn from your mistakes. Many experiments fail before coming across any major breakthroughs. However, like Thomas Edison said when working on his lightbulb,
“I have not failed. I’ve just found 10,000 ways that won’t work”
When you do succeed, however, expect the rewards to far outweigh what you originally expected of them. From there you can replicate what works and tweak what doesn’t for future endeavors of yours.
Even if a single experiment of yours doesn’t yield good enough results, at least you learned something useful in its place.
First and foremost, image analysis requires a powerful and relatively expensive computer system in order to properly take an image and convert it into usable data.
Not all companies have access to these types of computers, so it is often not feasible for smaller businesses or start-ups with limited budgets. We can help mitigate this cost because everything runs in the cloud, which means, you can run our program from absolutely anywhere on any computer.
This will cause problems with running tests, because if your system cannot handle such a large workload you won’t be able to take measurements from an entire batch of images in a short amount of time. It could also hurt your company’s ability to run tests at all because you may only be able to process one image every few hours.
As a result, image analysis software has not become widely adopted by businesses despite being immensely useful.
By taking your images into account when designing ads you can improve both click-through rates and conversions on ad platforms like Facebook Ads, Google AdWords, etc… Research has shown that altering even small aspects of an image can dramatically affect its success online.
For example, people are more likely to buy products when they see them against certain background colors rather than others. Also, changing how much contrast there is between certain elements on an ad will change consumer behavior. These are just two examples of why optimizing images before posting them on Facebook/Google Ads is important! (With our tool you can even see what objects perform in a image)
Photo editing software packages like Photoshop can help achieve most any desired effect that is reasonable enough to implement practically. If you want to test what would happen if you did not use image analysis software but wanted to take advantage of other image related best practices it might be worth looking into doing some type of A/B split test with one set of photos using various best practices while another does not.
For example, lets say that before uploading images for a Facebook/Google Ad campaign I want to make sure that I’m making use optimized file names (such as My Company Logo Red Abstract 1.jpg).
To test out what happens without optimizing names I could simply create two sets of images; one where all optimized file names were used while another was created where only a few were changed or none at all. Then we can compare conversion rates and results in general between each group and see if it makes a difference in CTRs and overall sales volume. This would be considered A/B Testing which means running tests on identical pages with variations based on different variables.
We want to know how something impacts something else, so by splitting our population up evenly amongst varying groups we can isolate these effects easily. Keep in mind though that putting effort into understanding how you should name files probably requires less time than having to clean up data later down the line by accident!
So while A/B testing may not provide significant information about why one option may have been more successful over another, it is very valuable from a cost benefit perspective since preventing errors from occurring before they actually do saves many hours of future work.
In addition, analyzing larger samples sizes with larger companies often provides valuable insights as well because sometimes things will behave differently depending on whether it is individual users or businesses driving traffic to sites. Images included within social media posts also provide valuable insight regarding user interaction patterns and preferences, especially those with specific types of engagement goals.