How digital marketers use visual content to increase conversions

It is no secret that conversions are a key to a successful and prosperous business. In the age of technology and digital marketing, the ever growing trend of visual content has empowered marketing campaigns and product representations. In an effort to capture and captivate users’ attention, digital marketers are coming up with fascinating and entertaining means of using visual content to convert their target audience.

As people are sensory creatures, we like to rely on our senses to fully understand and experience something. That is why visual content is so important in marketing campaigns nowadays. As the visual demonstration is livelier, so is the ability of a viewer to perceive and engage with a piece of content. Visual content ensures a customer’s increased attention, interest, and the desire to commit or make a purchase. Here are a few ways visual content can help you to increase conversions.

Design Images for Specific Target Audiences

Information is important in order to reach the target audience and capture their attention. However, relying only on text and words will no longer support the best results. People nowadays have less time to read big chunks of text in order to find out something new. Busy schedule of life ensured that people get distracted all the time while browsing the Internet from their homes or mobile devices, leaving little room for well placed strategic marketing methods that will hold their interest.

As a matter of fact, imbuing images with text will increase the chances of a viewer stopping by and paying attention to it. The effect an image will have on a user depends on its content, color, the message it carries, emotions it can awaken in people and the origin of the image, such as stock, custom or user generated – as well as, whether or not it is meant for a target audience. For instance, a custom or a user generated picture designed for a specific target audience will have a more effective result than a random generated stock photo that is irrelevant to the viewers.

Leverage the Power of Videos

Images are powerful tools for engaging customers, but videos can extend that engagement even further. As mentioned, people are visual beings, our brains can process visuals 60,000 times faster than plain text. Furthermore, people are 85 percent more likely to buy a product after watching a video about it.

Visual content can greatly increase the conversion rate, but only if used properly, strategically, and effectively. For instance, marketers can now judge a website in less than 7 seconds (!), and evaluate it based solely on its layout and visual content. This means that the quality and placement of visual content is essential for a website’s success.

Video content can vastly improve customer engagement and thus improve the conversion rate by initiating an emotional response in people. People tend to identify themselves more with something they can watch rather than just read about. That is why digital marketers often use specific vectors, design elements, and narration to create an audience specific video content that will not only spark emotions but inform and entertain viewers as well.

A well designed video for a target audience can generate up to 86 percent more in conversions. The important thing is to understand the audience’s needs and preferences in order to devise and place video content that will produce the best outcome.

Appeal to the Senses

Visual content such as images and videos that were mentioned are essential in generating interest, but they are just a foundation for an extraordinary experience. It is not about just using images or videos – it is more about how you should use them. It is important to combine visuals together to produce the best impact on the viewer. Images can be filled with text just enough to deliver a message and get the desired attention. They can also be placed in forms of infographics or slideshow presentations.

The point is to enable the viewer to have as much as information from an image as possible without being too pushy. That can include a 360-degree angle of a product, an in-depth image guide on material usage and assembly of a product or a detailed view of a product on a person like a dress or shoes, etc.

Furthermore, it is important to use a wide variety of colors and different kinds of fonts to represent a certain event, story or product as it will be a stimulus for human senses and emotions. Also, using real people in images is quite beneficial, as people like to see others in images and videos making it easier for them to feel closer to the content. Moreover, video content should be filled with information, detailed guides, product summary, and exciting content for the audiences to enjoy and learn from, in order to convince them to make a purchase or commit further to a business or brand.

Visual Content is Here to Stay

Visual content in today’s digital marketing era is a beneficial tool for generating engagement and improving conversions. People prefer to read text embraced with images and colors as well as watching entertaining and informative videos. Digital marketers take this advantage to create truly beautiful websites and marketing campaigns that will capture and hold the attention of their viewers.