Is it true? Using stock images can really hammer down your conversions? Well the answer isn’t so clear cut. Sometimes using stock photography can add the perfect emotion that you just wouldn’t be able to get on your own. So when should you use it vs. not?
Always use real company images of your team. It has been shown time and time again that even taking an image of a stock truck and super imposing your logo on it will convert less than taking a picture of your real truck with your real logo on it. You want to have the personal human touch with your website. Showing real people is definitely known to increase your conversion rate and it just feels good and trustworthy!
Industry related photos:
When showing photos of your industry defer to the proper emotion you are portraying. Sure in a perfect world all photography would be custom. However in a world of budgets, campaigns, and deadlines sometimes you have to bypass all that! Pretty much all of the major companies in the world have used stock photography in some campaign or another in the past five years. That is where you want to be wise about the images and licenses you choose when purchasing stock photography. If you find yourself browsing the stock image shelves keep your photo focused on the psychological ramifications of it’s use rather than just using something to use it.
There was this A & B split test study with a baby faced towards people and then the same exact content except the baby was facing the content and the button. The version with the baby facing the content converted significantly better. This shows the psychological understanding of following someone’s gaze. So when paying attention to your images, understand how it is affecting people in of itself. It’s a lot like decorating a house. The more custom it is, the more it gives a certain feel.
Types of conversions:
It always helps to understand the types of conversions you are trying to make when using photography to hammer home something. Quite often enough the most simplest question to ask yourself is: “What is my end goal by using this photo? Am I priming the user for a certain action or emotion? Here are three different types of conversions to think about when selecting stock or planning your own photo shoots.
Rational: When people convert from a rational standpoint, you should prime people’s concept for rationality. For example using a brain image scan like an MRI will really prime people’s mind for credibility. It’s been shown in studies.
Emotional: When you include fun, in the moment confident images it will help your users make emotional decisions. Smiling and not crossing arms in photos are good examples of this and psychologically reflect well.
Pro Social: When images of eyes or people pointing or religious connotations were displayed, the researchers received 3x more money. Self-awareness is a huge cue to users to give rather than receive.
Recap – Tips when using stock images to convert higher:
- When shopping for stock images use a reverse image search tool such as TinEye. Check and see where and how many companies are already using the same image.
- Focus on the energy or emotion you are wanting to convey.
- Remember the end goal of the content. What is the actions you are wanting the user to do?
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