4 Ways To Increase eCommerce Sales Conversions Using Visuals

Today's site visitor isn't looking for the ordinary. In fact, there is a consistent demand for engaging and exciting content in order to keep them on site for longer. This is especially true given the presence of alternatives that can be found with the ease of another quick search.

As such, brands and eCommerce merchants need to consider the optimal ways to best reach out these potential consumers. One increasingly popular trend in the world of eCommerce in this regard is the utilization of strategically positioned on-site images throughout an online store. According to Kissmetrics on boosting conversions, “Using the right images can boost your site's conversions and get you to connect better with your target audience.”

Essentially, images can better connect site visitors with your brand's product offering. For instance, rather than a dry and solely written piece of content, certain images can actually both express and trigger certain customer emotions. Consumers tend to find visuals more reliable and trustworthy. By connecting the consumer to the brand, these emotions can ultimately drive conversions and increase levels of customer loyalty.

But how can eCommerce merchants best incorporate visuals as part of their marketing efforts? This post will showcase four ways to use visuals to maximize marketing campaigns and best boost conversion rates.

1. Use original, content-specific photos vs. boring stock photos

Consumers are hungry for original content, also when it comes to photos. The go-to move of grabbing generic stock photos won't always work. As such, brands should considering investing in photos that best relate to the other forms of content presented, including images that are taken by someone from your own team.

Sujan Patel writing about visual storytelling, says visual is always better than text for a very simple reason.

“Humans respond better to visual aids than text. Give your customers an opportunity to literally see your brand messaging.”

Another creative idea is to include animation or an alternative type of graphic that is uniquely designed to fit with the content presented. For instance, using a brand-specific mascot such as Moz's famed ‘Roger' caricature across your online store can strengthen your brand's reputation and may be helpful for site visitors identify your specific site.

2. Embed product reviews with images on your own site

According to an InternetRetailer article on product reviews, “…product page visitors who interact with customer reviews convert at a 58% higher rate compared to those who do not”, while “revenue per visit jumps 62% and average order value increases 3%”.

With TrueLoyal's user-generated content marketing capabilities and leading player in the world of product reviews, embeds product reviews with images on your site. See below how this works.

While the figures mentioned above speak for themselves, the power of product reviews lies mainly in their ability to provide credible feedback regarding an experience with your product. For eCommerce merchants, this information can prove invaluable, as such efforts also drive SEO efforts and thus, get more people, i.e. other potential consumers, to your site.

3. Upload user-generated photos onto your eCommerce store or social media channel

Since site visitors are looking for a website experience, not just a meaningless browsing session, eCommerce merchants should look to best engage with them. One unique way to approach this lies in understanding that users have the potential to become your best product ambassadors.

For instance, by asking current customers to send their photos highlighting a positive experience with your product, you can then provide the optimal platform for showcasing this experience. With this public (and not branded) endorsement in the form of user-generated content, who wouldn't want to have a similar experience?

To make sure these UGC ambassadors breed additional ambassadors, you need to make sure that no lead goes to waste. For example, you might want to try email marketing platform GetResponse's new tool for eCommerce merchants. After all, it's of great importance to build a profitable email marketing list.

4. Adopt in-image ad technology for your online store

If images have the power to drive consumer behavior, you may as well take advantage of this influence to generate additional sources of revenue. With this mind, brands should consider adopting in-image ad technology as part of revenue generation strategies. You can pick from a number of platforms, including GumGum or Xaxis.

Visual Assets Performance Comparison

Visual Asset TypeBest Use CaseImpact on ConversionDifficultyKey Metric to TrackOriginal Content-Specific PhotosProduct pages, About UsHigh (+20-40%)MediumEngagement time, Add-to-cart rateProduct Reviews with ImagesProduct pages, Category pagesVery High (+58% conversion lift)LowConversion rate, Revenue per visitUser-Generated Content (UGC)Social proof sections, GalleriesHigh (+15-30%)MediumSocial shares, Engagement rateIn-Image Ad TechnologyMonetization, RetargetingRevenue generation focusHighCTR, Ad revenue, ViewabilityStock PhotosGeneric content, Blog postsLow (+0-10%)Very LowBounce rate, Exit rateAnimated Graphics/Brand MascotsBrand storytelling, NavigationMedium (+10-20% brand recall)HighBrand recall, Time on site

Time to Sum Up

Today's average consumer won't be bought by plain, unoriginal content. Brands and especially eCommerce site owners will need to figure out ways to incorporate highly relevant and engaging images in order to best boost conversions and keep potential shoppers on-site. With vast competition from current and upcoming e-tailers, eCommerce store owners should look to upload content-specific photos, embed user-generated images and product reviews with images on their own sites, and consider using in-image ad technology in order to engage shoppers and most importantly, drive conversions.

About The Author

Rotem has a long track record in inbound marketing, strategy and online brand development. With a focus in building digital and social media engagement, Rotem helps brands to expand their online brand footprints. Rotem is the VP Sales of InboundJunction, a premium content marketing agency in Tel Aviv. You can connect with him on LinkedIn or follow him on Twitter.