A picture is worth a thousand words, but an optimized image can be worth so much more. The average website user spends less than 15 seconds on a given page, so it’s important that the images on your site are capturing their attention and conveying the right message. Optimized images not only improve the aesthetic of your site but can also lead to increased engagement and conversions. Here’s how:
Imagery Can Tell Your Brand Story
Your website is often the first interaction potential customers will have with your brand, so it’s important that your images are representative of the type of company you are. Are you fun and approachable or more serious and established? Use imagery that falls in line with the overall tone and feel of your website and product.
For example, if you’re selling beach gear, using photos of people actually using your product at the beach would help communicate what kind of company you are. On the other hand, if you’re selling business software, using lifestyle photos might not be as effective because potential customers want to see how your product will fit into their work life. In this case, screenshots or photos of people using your software would be more appropriate.
Quality Matters—A Lot
The quality of images used on websites has come a long way since the days of blocky, pixelated images, but there are still a lot of sites out there using low-quality imagery. This can negatively impact how people perceive your brand—if your website looks dated, potential customers might question whether your product is also behind the times. Conversely, if your website uses high-quality imagery, it will be perceived as modern and professional. It’s important to note that “quality” doesn’t necessarily mean “expensive.” There are plenty of free resources like Unsplash and Pexels that offer high-quality stock photos that can be easily integrated into any website.
While bigger isn’t always better, there are certain instances where using larger imagery can be beneficial—particularly on eCommerce sites. Research has shown that products displayed with lifestyle photography generate 36% more emotion than those without and result in 12% higher conversion rates for online retailers1 . These numbers indicate that when it comes to online shopping, potential customers want to see exactly what they’re getting; detailed imagery helps give them that assurance.
Images play a vital role in conveying messages on websites—they can tell stories, build trust, and compel people to take action. When selecting imagery for your site, it’s important to consider both the quality and size of the images you choose as well as how they align with the overall tone and feel of your brand. By taking these factors into account, you can use imagery to create a more engaging website that ultimately leads to increased conversions.