You’re at your workstation, crafting a landing page, and your wireframe likely resembles this:
Landing page wireframe via Dribble All the elements seem perfectly placed: compelling text, concise bullet points, impactful testimonials, an engaging video, and lastly, a designated space for that crucial image.
Here’s a thought: How do you select that image? Do you entrust the designer to choose something visually appealing? Do you opt for something mirroring your competitors? Or do you simply default to an image of your product?
If any of these approaches resonate with your strategy for a high-converting landing page, it’s time to reassess. Your choice of landing page image demands careful consideration, as it needs to not only grab your prospect’s attention but also resonate with them on an emotional level.
This article will guide you through the precise steps to select a high-converting image for every single landing page you create.
But first, let’s address a fundamental question:
The Significance of Images
Humans are inherently visual beings, processing visual information more effectively than any other type. In fact, the human brain processes images processes images than text, implying that the image and colors on your landing page are the first things your prospects notice.
Visual information constitutes is visual of all information processed by our brains, leaving a mere 10% for the remaining senses. Our eyes are our primary tool for absorbing and comprehending information.
How the brain processes visual information, via ernestoolivares In his research “Imagery and verbal processes,” Allan Paivio posits that our ability to recall words hinges on our ability to visualize their corresponding concepts. Paivio is renowned for his dual-coding theory, a groundbreaking theory of cognition that underscores the practical application of imagery as a memory aid.
Why are images more memorable?
Simply put, images evoke a different set of memories and experiences compared to written words. this study highlights our extraordinary capacity to remember over 2000 images with at least 90% accuracy over a week, even with limited exposure.
Moreover, it takes a mere 150 milliseconds to process an image and an additional 100 milliseconds to assign meaning to it. (FIAS)
These statistics underpin the success of image-centric social media platforms like Instagram, Pinterest, Tumblr, and Snapchat. The use of images and videos on these platforms effectively captures our attention and keeps us coming back for more.
Extensive research on visual processing and the role of imagery in marketing consistently demonstrates that images are the most effective way to convey emotions that drive conversions.
Images are not just decorative elements; they play a crucial role in persuading prospects and customers to take the desired action. As MIT Professor Mary Potter explains:
“The eyes are not just responsible for transmitting information to the brain but also for enabling the brain to process it quickly enough to determine what to focus on next."
Leverage image placement by using your hero image to guide the prospect’s attention towards the desired action. Heat maps effectively illustrate this concept. For instance, when the baby’s gaze is directed at the reader, most clicks and attention are concentrated on the baby.
Most visual attention is focused on the baby’s face Conversely, when the baby’s gaze is directed at the text, the prospect’s attention follows suit:
Visual heatmaps show that an image can guide the viewer’s gaze Guiding your prospect’s attention can be achieved through methods beyond simply having your hero image “look” at the call to action. You can strategically place objects around it, as exemplified by Ritual. By using contrasting colors and strategic product placement, Ritual ensures that their call to action button becomes the focal point of their page.
A CTA button with high contrast TakeCareOf employs a visual cue in the form of a hand to direct attention to their call to action:
Open palm as visual cue These techniques effectively utilize images to boost conversions. However, despite their widespread adoption, most websites still overlook a crucial aspect – emotional appeal.
Bridging the Emotional Gap
Given that the image is one of the first things prospects encounter on your landing page, it’s crucial to have a well-defined strategy that guides customers towards taking action.
Many businesses opt for one of the following image types:
- The solution itself
- Someone utilizing the solution
- A video demonstrating product usage
- An illustration of the solution
Litmus, for example, showcases an image of a computer and email.
Cleo features an image of their app.
Mailcube opts for a visual of their platform.
And Hivy simply presents a video showcasing people using their management platform. Examples of this strategy abound. Marketers, designers, and everyone involved in selecting the landing page image seem to prioritize showcasing themselves rather than the customer.
However, it’s important to remember:
Regardless of what you’re selling, people are primarily interested in the ‘why’ rather than the ‘what.’
In essence, your focus should be on understanding and portraying the prospect’s motivations, desires, and needs in your hero image, not on showcasing yourself. This is what we define as Emotional Targeting.
How Emotion Drives Landing Page Conversions
Despite our perception of ourselves as rational beings, our decision-making process is heavily influenced by emotions. Every purchase we make stems from an emotional motivation.
Prospects arriving on your landing page seek solutions to challenges, whether personal (finding the perfect outfit) or professional (improving team collaboration). Their desires might range from feeling loved and being more successful to experiencing greater self-esteem, earning respect, or simply feeling safer. They expect your page to resonate with these aspirations.
And here’s the reality: you can’t achieve this by focusing on yourself (your solution). It’s about prioritizing the customer’s needs.
Since images evoke specific emotions, we can strategically leverage them to elicit desired feelings and guide users towards taking action. Let’s explore two image strategies that have consistently proven successful:
Image Strategy #1: The Current Feeling
This technique involves reminding prospects of the problem they’re facing and emphasizing its significance. It’s particularly effective for prospects in the “unaware” state of awareness.
Consider these examples:
- A platform offering streamlined payment solutions could use an image depicting the frustrations associated with online payments.
- A team collaboration platform could showcase an image highlighting the challenges of remote work.
HeyStack effectively conveys the pain points of managing business operations. HeyStack demonstrates an understanding of their prospects’ struggles by using an image that visually represents the problem they’re trying to solve.
A landing page depicting current-state emotions Only after processing this image does the visitor scroll down to discover more about the features, functionalities, and technical aspects of the solution.
The “current feeling” strategy aims to demonstrate empathy and understanding of your prospects’ challenges. Only then can you effectively communicate how you provide the solution.
After implementing the “current feeling” variation, A/B test it against the second strategy:
Image Strategy #2: The Desired Outcome
Instead of highlighting your product or solution, showcase the desired outcome of using it.
In the following example, an e-commerce site selling decals and stickers wanted to optimize their homepage. Their original variation featured individual decals and stickers, used a generic stock photo, and lacked personalization. Essentially, it failed to show prospects how a decal might look in their homes.
The original landing page The revised variation focused on visuals that portrayed the desired outcome – a beautiful, serene home with tasteful decor and an air of tranquility. The aim was to demonstrate how customers could effortlessly achieve stunning home decor. Additional changes included emphasizing the search bar and minimizing distractions such as rotating images, bullet points, and excessive calls to action.
The more emotional variation we tested These modifications resulted in a staggering 550% increase in conversions.
Another compelling example is Opendoor. Instead of using a typical “SOLD” sign image, Opendoor features an image of a happy couple, reflecting the desired emotional state of relief and satisfaction associated with selling a house.
A great landing page showing the desired emotional state For optimal results, conduct A/B testing with three variations: your original image (typically the solution), a visual of the desired outcome, and an image representing the current feeling.
Choosing the Right Image: Understanding Challenges, Desires, and Motivations
This might lead you to wonder: “How do I identify the current and desired feelings of my prospects?” The answer lies in RESEARCH.
Assessing Your Prospect’s State of Awareness
It’s crucial to recognize that not all landing page visitors are the same. Different prospects are at different stages of the buying cycle.
According to Eugene Schwartz, author of Breakthrough Advertising (a copywriting classic), prospects can be categorized into the following stages of awareness:
- Unaware – The prospect is yet to realize they have a problem that needs solving.
- Pain-Aware – The prospect acknowledges the problem but hasn’t actively started seeking solutions. They might not even be aware that solutions exist.
- Solution-Aware – The prospect is actively researching solutions. They know the desired outcome but might not be familiar with your brand. They are exploring various options.
- Product-Aware – The prospect is familiar with your brand and considering your solution. However, they need further convincing. They are likely researching your features, benefits, and offerings.
- Most Aware – The prospect is almost ready to choose your solution. They might be comparing pricing and packages.
Understanding your prospects’ state of awareness allows you to tailor your copy, select appropriate images, and design a page that effectively addresses their needs.
Surveying and Interviewing Your Customers
Your customers hold the key to valuable insights. Engage in conversations with them.
Reach out to existing customers and inquire about their reasons for choosing your service, their primary concerns before converting, and their perception of your brand.
Survey those who abandon your site without converting to understand their reasons.
The effectiveness of your survey hinges on asking questions that go beyond technical aspects. Delve deeper to understand your customers on a personal level. This knowledge will enable you to write for them effectively.
Remember, people might not always be aware of their true motivations and might provide answers they think you want to hear. This underscores the importance of engaging in phone conversations, getting to know your customers personally, and persistently asking “why” to uncover the underlying reasons.
Hotjar’s survey asks customers to be blunt and honest
Interviewing Your Team
Engage in conversations with your team, particularly those who interact directly with customers. This will provide insights into their perspectives on customer challenges and motivations. Ask about their understanding of how your solution benefits customers, why they believe customers choose it, and what common concerns they encounter.
Their answers might surprise you, and you might even uncover conflicting viewpoints compared to customer feedback. This exercise is invaluable for aligning your team with customer expectations.
Keyword Research
Analyze what people are searching for and how they find your brand. People now use longer, more specific keywords that reflect their challenges. Identify these keywords to understand what people are looking for, where they land, and whether your pages address those needs effectively.
5 Essential Rules for High-Converting Landing Page Images
After conducting thorough research, it’s time to select your images. Here are some guidelines for choosing powerful, high-converting visuals:
1. Rethink Stock Photos
Given the paramount importance of images for conversions, using generic stock photos is no longer justifiable.
Stock photos undermine authenticity and erode trust. They are easily recognizable and often overused. We’ve all encountered the ubiquitous “businesswoman” stock photo.
Stock business lady Investing in original photos and images yields significant returns. Harrington Movers witnessed a 45% increase in conversions after replacing stock photos with images of their own staff (VWO).
If budget constraints limit your ability to invest in custom photography, opt for more authentic-looking stock photos. Not all stock photos are created equal. Several websites offer high-quality, genuine images. Some notable options include VisualHunt, Skuawk, and Gratisography. You can also use this free image sources list and a tool like Canva to edit your chosen images.
Before finalizing a stock photo, use tools like TinyEye to ensure it’s not overly used.
2. Feature Images of People
Research suggests that images featuring faces resonate more effectively. Our brains are wired to recognize faces from birth, explaining our preference for human visuals. The fusiform gyrus is the specific brain region responsible for recognizing faces, bodies, and colors. Therefore, incorporating human faces in your visuals, particularly those resembling your target audience, is highly effective.
Successful images are relatable, featuring people who resemble your customers or represent their aspirations.
Articulate excels at using authentic images of people throughout their website. From featuring their founder and CEO in the main hero image:
Articulate uses an image of its founder and CEO on the landing page To showcasing testimonials from satisfied customers:
Landing page featuring a testimonial and customer photo
Landing pages convert more with images of real people They even include an image of their support team:
Your employees are real people! The connection between the headlines and the individuals depicted is clear. All images portray relatable people, fostering a stronger connection with the brand and its solution.
3. Minimize Noise and Friction
Since your landing page image commands attention and serves as the first point of contact, it’s crucial to eliminate any distractions. This includes distracting colors or extraneous visual elements.
Everwise’s hero image is a prime example of visual clutter. The text is difficult to read due to the overwhelming colors and multiple objects in the image. Moreover, there’s no clear visual hierarchy or directional cues – all elements compete for attention. As previously discussed, images should guide attention towards specific actions, which is hindered by a cluttered image.
Example of a noisy landing page image
4. Leverage the Emotional Impact of Color
Numerous resources offer guidance on using color psychology to enhance conversions. However, while many infographics and articles suggest universal emotional responses to specific colors (e.g., blue = trust), this is an oversimplification.
Colors evoke emotions, but these vary based on three key factors:
- Emotion – Our perception of colors is shaped by past experiences, both psychological and emotional. For instance, blue might evoke feelings of “ocean,” “freshness,” and “vacation” for some, while others might associate it with “sadness.”
- Symbolic – We instinctively link certain colors with specific objects. For example, yellow = sun, green = grass, and blue = sky.
- Culture – Colors hold different meanings across cultures. For example, white represents purity, cleanliness, and celebration in Western cultures, whereas it symbolizes death and mourning in Eastern cultures.
Effective use of color requires understanding your customers’ emotions, cultural background, and symbol interpretations. Here’s a complete guide for using color psychology the right way.
5. The Importance of Copy
Images alone cannot do the heavy lifting. A captivating visual is ineffective without compelling copy that resonates with your customers’ desires and needs.
Similar to images, copy often falls into the trap of self-promotion instead of focusing on the customer.
Consider these examples:
Team focuses on explaining their solution:
Pomerleau highlights their identity:
Logo Shop describes their services:
And Tapdaq explains their platform’s functionality:
The common thread among these examples is their self-centered approach.
As we’ve established, this approach misses the mark. Customers care about what’s in it for them. Hence, crafting copy that appeals to their emotional triggers is paramount.
The BLK TUX effectively pairs visuals with compelling landing page copy:
Moving Forward
The next time you’re selecting a landing page image, prioritize thorough research and explore different ways to evoke emotions that drive conversions.
Share examples of landing page images you’ve found impactful and inspiring!