Beyond Aesthetics: The Strategic Role of Images in Conversion Optimization

April 18, 2024

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Why use JumpStory?

- Save time:
  We've curated the best   images for you.

- Save money:

  Unlimited use from $23   per month.

Visuals enhance any brand’s image into an aesthetically pleasing representation of its products, goals, and values. What’s more, high-quality images can change the game in conversion optimization.

Especially in the e-commerce industry, it’s crucial to showcase products effectively to entice consumers to make purchases. A staggering 90% of Etsy shoppers report that quality images sway their purchasing decisions even more than an item’s cost.

Learn how to boost your conversions through imagery with the following tips.

The Psychology Behind Images

Images affect the brain in powerful ways. They may be the reason someone clicks on an article or feels empathy when reading a story. Images affect emotions, memory, and even physiological states. If incorrectly used, images can be confusing for the viewer. A consumer’s personal experiences can also shape how they react to certain images. For instance, one person may feel excitement when looking at a photo of a rollercoaster while someone afraid of heights will feel fear.

You want to choose images that resonate with your target audience. They also need to cater to how long you predict consumers will be looking at the images. For example, an ad image may be viewed less intently than up-close product photos. For this reason, you may want to include more detail in the product photos, choosing images that highlight specific features.

While imagery should be in conjunction with text, the images can evoke stronger emotions at a much faster rate. People process images faster, and the combination of both text and related photos can be a powerful swayer of conversions. If a consumer evaluates your photos as honest and transparent, as well, they will associate your brand with trustworthiness. This is clearly a win when trying to boost sales or receive email signups.

Conversion Rate Optimization

Conversion rate optimization (CRO) is the process of fine-tuning your marketing to boost a specific action you want your audience to take. Typically, conversions are in the form of product or service sales, but you can also track conversions as how many people sign up for a newsletter or take some sort of action with your brand. There are a variety of factors that sway CRO, such as website navigation, load times, links, and copy.

A solid conversion rate will depend on your unique goals. Typically, somewhere between 2.3% and 4% of visitors to your website should be taking the desired action. Try tweaking your images in the following ways to boost your CRO.

Align Your Image Choices With Your Marketing Strategy

Again, it’s important to ensure your overall goals for conversion align with your choice of imagery. Project strategy alignment can make a huge difference in your bottom line. Projects with a clear vision will have tangible goals, strategic alignment, and key deliverables. Getting everyone on board with a particular project can ensure that those employees choosing the images for products or marketing will align with the overarching project goals.

Whether you’re placing images in email marketing campaigns, picking a blog post header image, or choosing product photos for your e-commerce site, choose the imagery that works best in conjunction with your conversion goals.

Stock Photos

Stock photos must be chosen carefully. While they can be convenient, overused or generic visuals may diminish trust and engagement with your website or product. Users are more adept than ever at recognizing inauthentic images, which can lead to a lack of connection and credibility. Utilizing stock photos that closely align with your brand, content, and target audience can positively contribute to CRO by enhancing the overall aesthetics and professionalism of a website.

Just make sure to strike a balance and integrate authentic, unique images, for example from JumpStory, whenever possible to build trust and convey a genuine brand identity.

AI-Generated Images

If used correctly, AI can generate highly customized visuals that align seamlessly with your brand identity. Especially if you are creating something novel, you can use AI-generated images to enhance that uniqueness and bring your vision to life.

You can use AI imagery to boost authenticity. By tailoring images to reflect diverse customer demographics and preferences, you can craft a relatable and inclusive online presence. You can optimize conversion rates by using AI-generated images that encourage engagement, reduce skepticism, and humanize your brand.

Product Photography

If your conversion metrics are based on product sales, look into product photography. High-quality images of your products can convey worthiness to potential buyers.

You are visually representing the appeal and value of the product, so these images should be high-quality and descriptive. Clear and detailed product photos help customers better understand the features and benefits, reducing uncertainty and hesitation during the buying process.

Additionally, aesthetically pleasing visuals can evoke emotional responses, fostering a connection between the customer and the product. By showcasing products in real-world contexts or demonstrating their usage, you can make it easier for customers to envision the item in their own lives.

Use the highest quality camera and editing available to you, and keep images crisp and clear. This can significantly boost conversion rates as long as you size the images appropriately as to not impact website load times.

Moving Beyond Aesthetics

Using images for CRO gives you the unique opportunity to follow trends, testing, and analyzing along the way. Tap into the persuasive power of images to not only create an aesthetic brand but also boost conversions and enhance user engagement.

About the author

Amanda Winstead is a writer focusing on many topics including technology and digital marketing. Along with writing she enjoys traveling, reading, working out, and going to concerts.

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