Concerning landing page optimization, we’ve discussed effective headline formulas and compelling CTA features. However, the visuals you incorporate on your landing pages are the next crucial element to master for landing page success.

Why is this important? Numerous studies over the past few years have demonstrated that landing page images can either improve the user experience or hinder it by distracting visitors from their goals. This implies that images can significantly boost your conversion rates or potentially harm your results. Let’s explore a data-driven overview of the elements that top-performing landing page images often include.

Human Faces: A Key Element for Landing Page Images

When uncertain about what image to use, opt for one with a human face. Research studies have consistently indicated, time and time again, that human faces in images can foster trust and enhance the overall first impression a visitor forms of a site. Visual Website Optimizer demonstrated this through a straightforward A/B test designed to assess the impact of different visuals on conversions. MedaliaArt (clearly an art-focused platform) conducted a simple A/B test to compare “engagement results” (defined as a click, indicating non-bounce) between an image showcasing an artist’s artwork versus one featuring the artist. Here’s the control image:

And the variation with human faces:

The results revealed a remarkable 95% surge in conversion rate (statistically significant) when using photos of the artists. In simpler terms, nearly twice the number of visitors clicked through for more information. The approach was both simple and highly effective. However, it’s important to note that not just any photo featuring humans will suffice. For instance, there’s a substantial difference between generic, stock-like photos and those that appear more authentic. Let’s delve into the reasons behind this.

Avoid Stock Photos and Irrelevant Individuals

Today’s internet users experience 86% of your consumers. And the remaining ~14%? They likely have ad-blocking software activated, as its adoption has skyrocketed in recent years, according to the MIT Technology Review.

Worsening the situation, many image-based display ads merely yield a ~1% average click through rate. What’s the lesson here? Consumers have been trained to disregard anything resembling an ad on websites. This poses a problem for your landing pages, which often encounter similar challenges. The Nielson Norman Group, through eye-tracking studies aimed at identifying the most effective image types, discovered significant variations in how photos of real people are viewed. Certain images were “perceived as content” and received more “scrutiny,” while others, deemed “decorative,” were largely overlooked. Positively, they observed a 10% greater viewing time on Freshbooks’ team page (in contrast to biographical information). Conversely, the Nielson Norman Group found that an image on the Yale School of Management webpage was completely ignored.

These findings were unexpected, as the image above does feature actual people. However, the outcome and the somewhat out-of-place use of the image on the page make it appear too stock-like. Their research suggests that anything seeming overly “polished” or advertisement-like is likely to will be ignored on the internet.

Prioritize Detail and Interactivity for Product Images

Of course, using photos of people isn’t always feasible. Consider scenarios where you’re a product-based company needing to display images of, well, products! The same Nielson Norman Group eye-tracking study examined e-commerce category pages from Pottery Barn and Amazon to understand the impact of product photos on user behavior.

Interestingly, Pottery Barn’s photos (on the left) were “studied intensely” and captivated more attention due to the highly detailed bookcase images, showcasing the distinct features of each product. In contrast, the Amazon TV images (on the right) received minimal attention compared to the accompanying text (which commanded a significant 82% of viewing time). This disparity between the two examples was aptly summarized: This illustrates why mimicking the designs of even the most prominent websites isn’t always advisable. Amazon, with its vast product catalog, employs a standardized gallery layout that somewhat suits various category pages without being tailored for any specific category. Conversely, Pottery Barn, with its more focused product range, features category pages with meticulously detailed photos. The primary takeaway: Detailed product images (emphasizing distinctions, features, and use cases) outperform generic ones with filler-like examples. Second takeaway: Interactive images can further enhance results. For example, incorporating multiple viewing angles, spinning, or 360° rotating images has consistently contributed to conversion boosts. Adding one of those captivating spinning-product features to DueMaternity.com led to a 27% conversion lift, while also benefiting Golfsmith.com 10% on the low end and 30-40% on the high end. A personal favorite example is EvoDesk, whose interactive desk builder never fails to inspire desk envy whenever I visit their site.

Utilize Landing Page Images Strategically to Guide Viewer Attention Let’s face it, the only individuals meticulously reading online content are marketing enthusiasts like those reading this very blog post. The majority of users scan and multitask. Images serve as mental shortcuts, conveying information faster and more effectively than any 2,000-word article ever could (despite Google’s apparent preference for the latter). Used effectively, images can help you leverage this prevalent scanning and multitasking behavior by subtly guiding users in your desired direction. For instance, you can direct attention toward a Quote Request form or a Buy Now button. A recent study by ConversionXL shed light on the most effective forms of visual cues. When unsure, go with a person… right? Not necessarily:

If an image featuring a person looking away from the main page element is used, it could negatively impact your results. ConversionXL discovered that having no visual cue at all can still outperform one where a person is looking away from the CTA. It would seem logical that simply adjusting the person’s gaze towards your Quote Request form or purchase button would be the optimal solution, right? Surprisingly, the visual cue that yielded the longest “dwell time” was a classic, hand-drawn arrow element.

In addition to arrows and lines, other visual cues such as prominent forms and triangular shapes outperformed images of individuals directly looking at the form. This doesn’t diminish the effectiveness of faces in images, as we’ve already established that stock photos or obviously staged images of people are less effective (compared to more genuine-looking individuals). It simply implies that if your aim is to direct visual attention on a page, experimenting with hand-drawn shapes or other page design modifications (rather than just inserting a “decorative” image of a person and expecting it to influence outcomes) might be more beneficial.

Images Combined with Testimonials/Social Proof: A Winning Formula

A recurring theme throughout this discussion is that faces, when employed in the appropriate context, can significantly enhance results. Ideally, your landing page photos or images should contribute value to the user experience, not merely serve as aesthetic afterthoughts. Unbounce has observed that incorporating actual photos in testimonials can increase their impact (compared to testimonials without photos). Furthermore, we’ve seen that the more authentic the photos appear, the better (as opposed to overly polished, “professional” shots). These authentic visuals act as a potent form of social proof, fostering trust and credibility. ConverisonXL recently conducted another study to assess the effectiveness of various social proof elements. Unsurprisingly, testimonials accompanied by real photos once again emerged as the highest recall social proof element you can leverage.

However, logos secured a close second place. “High-profile client” logos proved most effective within this category (compared to smaller, lesser-known clients), while “press mentions” followed closely in terms of recall impact. Integrating elements of third-party validation can contribute additional credibility, leaving a lasting impression on potential viewers.

The Importance of Aligning Landing Page Images with Ads

A Quality Score of 1/10 can result in a staggering 400% CPC penalty. This was one of the critical findings in Larry’s insightful article on optimizing AdWords, where Quality Score plays a pivotal role in determining your cost per click. Furthermore, Quality Score doesn’t just impact cost per click – a higher QS also correlates with a reduced cost per conversion.

This substantial “marginal cost” associated with each increase or decrease in Quality Score was corroborated by Jacob of Disruptive Advertising after analyzing their own data from 2,000 AdWords accounts spanning three years, encompassing millions in ad expenditure (although the difference was 13% vs. 16%).

While that’s informative, you might wonder why we’re discussing this in an article about photos and images. The reason is that the visuals used on your landing pages play a crucial role in message match, directly influencing your landing page Quality Score. Message match entails strong consistency in tone and visuals across all these elements:

1. The search query used by a user.
2. The ad they encounter.
3. The landing page they reach after clicking the ad. Facebook employs a similar concept (“Relevance Score”) that evaluates comparable components and adjusts costs accordingly. The easiest way to disrupt message match, potentially leading to high bounce/abandonment rates and low conversion rates, is by using mismatched or inconsistent headlines, ad copy, and – as you might have guessed – images across your ads and landing pages. This, surprisingly, is a common oversight. Oli from Unbounce analyzed over 300 paid ads (apologies to the advertisers!) and found that 98% of them didn’t match. Take, for instance, one of the few Facebook ad examples that, while somewhat cartoonish, successfully achieved message match.

Note the inviting, low-barrier-to-entry headline, the compelling value proposition in the description, and most importantly, the inclusion of a small, clip-art-style figure. Now, let’s examine the landing page users would see after clicking this ad:

Right at the top of the page, all three elements are reiterated, including our familiar clip-art companion on the right. The key takeaway? When selecting landing page images, ensure they align as closely as possible with any visuals used in the corresponding ad. Incorporating human faces, hand-drawn arrows, or an array of high-profile client and press logos won’t salvage a landing page that doesn’t resonate with the ad that initially directed traffic to it.

In Conclusion

When it comes to driving conversions, images truly speak volumes. They effectively communicate the essence of the page, its benefits, and what visitors stand to gain – all accomplished more rapidly and effortlessly than any text-heavy block. Human nature dictates that we are inherently drawn to visuals featuring human faces (more so than almost anything else). However, this holds true only if those images are authentic and not perceived as stock or artificial. Beyond face-centric images, interactive and detailed product photos can enhance attention and conversions, while social proof elements like client and press logos can bolster recall. However, everything hinges on context. Simply incorporating random images, regardless of their content, won’t magically boost conversions. When it comes to advertising, failing to align image context on your landing pages with the initial ads and search terms users employed can not only hinder results but also lead to higher advertising costs.