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How Images Drive Conversions: The Presentation

A few weeks ago, we wrote a post, How Images Drive Conversions: 15 Ways Images Can Improve Conversion Rates, that described how marketers can use images to increase conversion rates. This presentation is based on that post and summarizes the 15 tips contained in the original post as well as some additional examples that highlight how marketers can put these techniques into practice. While images are an afterthought for many marketers, it’s important to remember that many studies show that images have a significant impact on various conversion points associated with things like landing pages, product catalogs, and emails.

To summarize, marketers should use the following techniques when utilizing images to drive conversions:

  1. Tie images to the product or service
  2. Tailor images that target your audience
  3. Use high quality images
  4. Feature the customer
  5. Make images emotionally evocative
  6. Humanize web pages with faces
  7. Show detailed images
  8. Use images to guide the customer’s gaze
  9. Consider the context of consumption
  10. Remember that image placement is critical
  11. Avoid confusing images
  12. Use larger images
  13. Use image priming
  14. Remember that buttons are images too
  15. Don’t forget about color psychology

About the author:  Scott Albro is the CEO and founder of TOPO. TOPO is a research, advisory, and consulting firm that believes in a really simple, but powerful idea – that all revenue can be distilled down to a series of conversions. By connecting everything we do back to this core idea, we help sales and marketing organizations exceed their revenue targets. You can connect with Scott on Twitter.

  • Michael Boykin

    We expect and demand so much today; I know I need to see images of whatever I’m reading about (products, presentation, food on menus, etc.). As you say in the presentation, images have quite an impact on conversion rates, and they also drastically increase levels of engagement across a variety of channels.

    Now, if only finding and producing the right image weren’t so difficult for those of us less skilled in the design department.

    • Michael, you make a couple of good points: 1. that images not only drive conversions, but engagement as well; and 2. that sourcing good images is challenging. That second point sounds like a great topic for a new blog post. Thanks for the inspiration!

  • I agree with using images to guide the customer’s gaze. The thing is, sometimes you don’t realize how even a small change can improve your conversion rate until you try something different.

    This is why it’s important to do split testing or at least play around a bit with images every now and again and see how it affects user engagement. Thanks for sharing these tips.


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