These days, users also expect visual content. If only because the visual design catches our eye enough at first glance to make us want to read the website. Photographs sell just as effectively as text, if not more so.
Why should you pay attention to images?
- 90% of the information our brain processes is visual stimuli
- 40% of users respond better to visual information than to text alone
- 67% of customers consider high-quality images on an e-shop to be very important when deciding whether to buy a product (only 53% consider product reviews to be very important in their decision-making)
- Blog posts with images receive 94% more views
Users are spoilt for choice; they expect high-quality and authentic photographs. This rule applies particularly to online shops.
We mustn’t forget the rule of authenticity. Some stock photos are so artificial that they become the butt of jokes online. You cannot therefore expect them to have a positive impact on your brand.
Authentic vs. generic photos
Simply because it’s easy and cheap. You can download photos for a few quid, and you have clear licensing terms, which is also an advantage.
The fact is, however, that people can spot generic
studio photos
and perceive them as less trustworthy
conducted a case study on how a photograph featuring a call to book a consultation affects customers.
In version A, they used a stock photo of an attractive woman. In version B, they used a real photograph of a broker who was nowhere near as attractive, but who had actually founded the company.
As you can see, nothing else on the page changed. Nevertheless, version B, featuring the company’s actual founder,
achieved 35% more conversions.
Furthermore, the photograph of the telephone operator was an inappropriate choice given the context
. The website offers loan refinancing. No user expects a friendly phone call, but rather a person in a suit who understands loans.
Photos can also be harmful
The downside of stock photo sites is that they are easily accessible to everyone. If you’re considering using a photo on a sales page, check it first. If you’re selling more expensive products or services, it’s definitely worth it.
Check who else is using your chosen photo using the TinEye tool. We tried it on an illustrative image – we found over 4,200 websites that had used the photo.
You can find it in the blog post ‘5 Ways to Relax and Enjoy Life’, the article ‘Truth and Honesty’, the piece on how cosmetic surgery helps mums boost their self-confidence, and also on the website of a 5* London hotel.
Using it on a blog is fine, but the hotel in question could use a more interesting and relevant photo.
Stock photo libraries are a source of illustrative images and inspiration
Stock photo libraries offer a source of inspiration for graphic designers. Our graphic designers very often download ready-made icons, infographics and other graphic materials, which they then adapt to their own vision and the relevant corporate guidelines. We also use stock photo libraries whenever we need illustrative images for blogs or to create banners for PPC advertising.
For websites that sell products or aim to build relationships, however, it’s better to take photos of your offices and colleagues. High-quality photos aren’t that expensive these days. Among other things, this is an excellent way to stand out from the competition. Even online, customers are looking for a personal touch, and real photos give them the chance to identify with you.
Always choose images that best support the context, and don’t forget to optimise them – images also have a significant impact on SEO.