May marketing madness content week, post #16
Visuals are vital for online businesses. We need to wow, reassure, and make our sales without the "in-store advantage". So, in order to make up for the products/services visitors can't touch, test, try on, or sample, we need to offer significant qualitative data on our websites. Adding images/infographics is not a bad start.
Visuals are powerful and can often communicate a message much faster than words. Images and infographics, in addition to adding to aesthetic value to your site, serve multiple functions.
Reduce Text Content
While text is necessary for communicating valuable information, attractive visuals can give customers that extra push towards making a purchase, reading your blog, opening up your newsletters, and/or simply enjoying your website.
Endless amounts of text can be overwhelming and discourage visitors from reading your content. Images and/or infographics are great ways to break up your text and motivate visitors to read more, scroll further, and go deeper into your site. If you place your images to extend below the fold, this is a good indication for customers to scroll down a bit more.
Infographics are great ways to express massive amounts of information, avoiding several paragraphs worth of text. You can also add one continuous vertical element to your webpages, such as a vertical line or shadowing that indicates continuing page content.
If you feel your images need a little text explanation, that's okay too. Good captions describing images get a lot of attention. This is a great way to communicate main points of your content, in addition to the image itself.
Reassure Customers During Checkout Process
Adding product images on your checkout pages could help facilitate your sales. Although including the details in written text is also valuable, it is very reassuring for the customer to see the same product image they are about to purchase on the checkout page too. The more confident your customers feel about their product choosings, the more likely a purchase will happen. That's why leading retail sites, such as Amazon.com, make sure to include images on their own checkout pages.
This post is one out of Clicktale's month long May Marketing Madness series. Each of our daily posts will highlight and explain today's best practices, useful tips and smart tools to measure and improve your online business performance. This week's theme is content. Make sure to stay tuned in for more!