Thanks to the team at Hello Bar for writing this post:
A picture is worth a thousand words, which is just one reason why landing page images are important. In addition to captivating headlines and compelling CTA’s, images are the third most important aspect to include on landing pages.
Why are landing page images so crucial in today’s digital world? How do you find an image that matches your brand and will grab the attention of your target audience? Follow the below guide to learn how to choose the best landing page images that will increase sales.
Landing Page Statistics and Curious Facts
A landing page helps to increase lead conversion. Due to the simple design, these pages remove distractions, offer viewers clarity with a specific purpose through a CTA, and can be optimized and tested to ensure that the right copy, images, font, and style is used.
According to HubSpot, companies receive a 55% increase in leads when they go from 10 landing pages to 15 landing pages. What business wouldn’t want that?!
Why are Good Landing Page Images so Important?
Landing page images are the emotional foundation of landing pages and can help enhance the overall experience by keeping viewers’ attention and decreasing bounce rates.
Even more so, good landing page images directly affect quality score and conversion rates, especially in relation to paid advertisements. Landing pages are oftentimes used in conjunction with paid ads. By producing the right message with the right copy and the right imagery, a brand can have a very relevant ad (and landing page) that will continuously show up more frequently than other companies’.
Why Does the Human Brain Remember Images Better Than Text?
According to research performed by Psychologist Albert Mehrabian, the human brain is built to process visuals much faster than any other type of content. In fact, it only takes around 150 milliseconds for the human brain to process an image. Add another 100 milliseconds, and the brain attaches meaning to it.
Images Are The First Thing Prospects See On Your Landing Page
Additionally, the human brain looks at images and colors first before consuming any other content. If that isn’t reason enough to choose good landing page images, humans’ ability to remember depends upon visual references, as about 90% of information that enters the brain is visually-based.
Landing Page Images Can Evoke Emotions and Transmit a Powerful Message
People tend to make purchase decisions based upon emotions, as this method seeks to justify the purchase with logic. And Baked in Nashville certainly nails it.
They are a custom bakery that prides themselves on tasty culinary creations. This bakery also has a very effective header image:
The cutting of the cake during the wedding reception is one of the most anticipated moments of a wedding day. The image that they chose creates the feeling of happiness and celebration. One can’t help but feel joyous when looking at it.
Use Emotions and Images to Increase Landing Page Conversions The Right Way
Find Out What Your Prospect’s State of Awareness Is and Use the Right Image To Convey The Right Emotions
The most challenging segment to target is one that doesn’t realize that they are facing a challenge. With this audience, you’ll have to move them through all of the different buying stages in the customer journey.
The best landing page image approach is to touch on someone’s points of pain. Put yourself in their shoes and think about why your product or service would be useful to them. What does it help solve? This strategy will make them become aware of the problem and educate them on your solution.
For example, people who love to play tennis might be unaware of all the physical issues and injuries that could occur when they are a long-time player. For example, tennis elbow is a common injury that most know about while rotator cuff injuries might not be. Targeting a Facebook ad to Tennis Magazine fans and landing them on a well-crafted blog post full of facts and statistics about the physical effects tennis could have on their body would be the best way to target an unaware prospect. Using an image with a person in a tennis uniform rubbing their elbow or looking defeated (above) will do the trick.
Problem or Pain Aware Prospect
In this stage of the buying cycle, prospects are aware of the problem they face. Incorporating landing page images that create emotions of relief, hope, and happiness will reassure them that there is a solution – and you’ve got it.
Using keyword research, blog posts, and videos to answer the problem and identify the solution is an incredibly powerful method that will help to capture your audience, and more leads.
Solution Aware Prospect
At this stage, both the problem and solution are known by the lead. It’s also at this stage where prospects have done research and found a variety of solutions that will address their need, they just don’t know that you are the right answer.
In order to effectively market to these individuals, you can either use retargeting to place ads in front of them once again if they’ve been to your site before, or you can use additional keyword research to craft content surrounding the specific phrases those people are searching for.
Incorporating images with a well-known public figure (see below example) or customer testimonial will provide authority and credibility to your brand. Using images that evoke happiness can also add to your credibility.
Product Aware Prospect
Avidly looking for a solution to their problem, prospects know about your company, but need to learn more about the benefits of your product or service. One of the easiest ways to connect with buyers in this stage is to connect them with people who have had success using your tool to solve the exact same problem that the prospect is trying to address. To connect these two demographics, run social media ads, feature product reviews, and create testimonials to help with conversion and provide social proof for your product or service.
One of the best tips is to create a specific landing page that showcases the product or service with actual images and bullet points. Make sure to include landing page images specific to your product/service, similar to how American Express does below as this will allow them to visually see what they would be purchasing.
Very Aware Prospect
These prospects are typically current customers or those who have clicked on the “buy now” button or inquired about your product or service. What’s the barrier that’s stopping them? There’s no deal.
Incorporating minimalist landing page images highlighting a ‘special offer’ and your product or service (like the Apple ad below) will help entice those consumers to buy. It’s also the best way to evoke ‘the fear of missing out’, which is exactly the emotion that will lead to conversions with the prospects in this stage.
Rules to Help You Choose the Right Images for Your Landing Pages
Survey Your Customers To Find Out Why They Chose Your Services or Products
Create a follow-up process asking customers what triggered them into taking action and what specific marketing item made them convert, ultimately. You can even survey those who didn’t convert. You can use this to uncover what emotions, words, imagery, and colors work better than others.
Use Images That Can “Transmit a Meaningful Message”
Landing page images allow you to speak to your intended audience through storytelling. They should be selected carefully and have a specific, meaningful message that tugs at the heartstrings, like the Michigan Humane Society’s page shown below
Use Images That Properly Portray Your Brand
The images you choose will become the aesthetics of your brand and the way the outside world perceives you – these are the “face” of your business. Images help build internal narrative and outside communication. When searching for the right landing page images, you should seek images that match the overall look and feel of your brand. Coca-cola provides a great example, as they consistently build upon a look and feel that people remember by utilizing the same colors, logos, tone, and message.
Images of People
Using landing page images that show other people who are similar to your target audience will allow them to instantly feel more connected to your brand.
NexGreen, a lawn and tree care company who specializes in organic lawn care, uses inquisitive children in their header image. This is compelling to their target audience of young families simply because as a mom or dad, you can envision your own family in this picture but this image also acts as a friendly reminder that you want the best lawn care treatment that will protect your children. This image subtly reinforces that safety fact.
Additionally, brands can also use images to direct the eye and draw attention to a specific CTA. Like Neil Patel does below.
Use Images Of Happy or Satisfied People With Your Testimonials
People like hearing other people’s stories. Incorporating real customer images with testimonials, like ZenDesk does, is the best way to add authenticity and value.
Invest In Your Own Images and Designs
Creating your own images and designs allows photos to be tailored to your brand specifically. Plus, it’s the perfect way to show off your creativity and uniqueness – and in the digital world, a brand needs to stick out. Design Wizard is a great resource to utilize.
Simplicity Wins! Avoid “Noisy and Non-emotion Evoking” Images
An image that’s too busy or one that’s generic won’t allow your audience to connect or feel any type of emotion, like in the example below. In fact, this type of image can actually deter your audience before they even consume the content on a landing page. An image needs to grab attention or evoke an emotion thus allowing your audience to stay on your landing page longer to consume your content.
Choose Your Colors Carefully
When designing, color palette is everything! Certain colors can have an effect on emotions. They can also have a symbolic meaning, which could differ from your intention:
- Green = relaxed
- Blue = calm
- Red = love
- White = innocence
- Yellow = warmth
- Purple = wisdom
- Orange = attention
- Pink = kindness
For those making an image from scratch, we recommend that you stick to the 60-30-10 rule (60% is a dominant color, 30% a secondary color, and 10% an accent color) as this rule will help to create visually-appealing images that your audience will be drawn too.
Don’t Forget About Your Landing Page Copy
Blending together both pictures and copy that speak to your consumers’ needs and desires transmits a very powerful message than can equate to more conversions.
When writing landing page copy, remember to focus on the benefits of your product or service, not simply the features. For example, if you’re selling printers, your end user will resonate more with copy that tells them this printer will allow them to download files 15% faster vs. copy that lists out processor type and memory gigabits.
Creating a sense of urgency along with having a conversational tone in landing page copy will also lead to more conversations. One such example is, “Hurry, you don’t want to miss out on this great offer!”, where a timeline is created for the viewer, making them act faster on their purchase.
A/B Test Your Images and Landing Pages to Find The “Converting Champion”
Finding the best landing page formula all comes down to the A/B test, which allows the right landing page formula to be found quicker, thus helping to refine the formula for future business growth.
When incorporating A/B testing, make sure that only one element on the landing page is changed – that way, you know the exact element that caused the change in test. For example, swap out one landing page image for another to see what imagery resonates better or change the color of the CTA button.
Bonus Technical Tips to Optimize Your Landing Page Images
Shrink Images Sizes to Improve Web Page Loading Speed
Having too large of an image can increase web page loading time beyond 1-2 seconds, which affects user experience.
While images should be high-res, it’s important to make sure they stay around 1200 x 800 pixels and are saved as a jpeg. Simple tools to resize larger images include Mac Image Preview, PhotoShop, and Better WordPress Minify.
Include Alt Text To Your Images to Improve Page SEO
Helping visually impaired users to understand what’s on the page, alt text will also show up if the image isn’t able to load and provides better image context and descriptions so that search engines can properly index them.
Where to Find Good Images or Landing Page Image Templates?
Free vs Paid: Pros and Cons
Paying for landing page images can help you to save time, find the right size image in high-res quality, and avoid worrying about usage rights. Unfortunately, paid images also mean that the image isn’t exclusive, is predictable, and overtime, sourcing such images can be costly.
When you use free images, you have no cost, and endless possibilities. However, it can be time consuming to find the right picture, make proper sizing adjustments, and navigate complicated licensing structures.
Here are some great free and paid options:
- Design Wizard: Variety of free images and templates to use and edit for all media types.Pikwizard: Thousands of free images to choose from that you can download and re-use for free.
- ShutterStock: Features over 35 million images, vectors, and video clips. There’s an on-demand package option or monthly fee subscription.
- Getty Images: Home to millions of images and video clips, this site isn’t the cheapest but it features a great selection.
The Power of Landing Page Images and How They Lead to Conversions
How will landing page images directly help with lead conversion?
- The world is increasingly becoming more visual. Photo-based apps such as Pinterest and Instagram are becoming more popular than Facebook. Meaning in today’s world, photos are now becoming the universal way to communicate and sell. A landing page with no images or the wrong image is a deterrent and won’t lead to further action from your audience.
- Landing page images, when tagged correctly, will show up in local searches. On average, 60% of individuals are more likely to contact a business if an image shows up in search results.
- People surveyed say that when shopping online, a high-quality image is more important than a product description, rates, and even reviews.
- High-quality images will also encourage viewers to scroll down and engage with the rest of the landing page content. While, at first, viewers might scroll down to find more visually pleasing images, in doing so, they will inevitably read the copy. Some may even go so far as to view other web pages or fill out a form to provide their information as a lead.
- Using images that evoke the right feeling will entice people to click on buttons to take the next step simply because they feel as if you understood them and can provide the right solution to their problem.
In order to get more leads, it’s important to follow the above guide to find the right landing page images. What are some examples of landing page images that resonate with you? Did they lead you to a purchase?