Industry Conversations, Tips & Ideas

Using Images to Optimize Your Landing Pages
Posted by: Vikki on Friday, 22 February 2013

Humans are visual creatures. As with all senses, the human sight has a systemic way of transmitting messages to the brain. A perfect landing page example takes these factors into consideration by striking the perfect balance among certain imagery elements. In order to do that, one has to understand how certain design components influence and direct the human eye and mind.

Image Population

Landing pages with too many images are the online marketing equivalent of a salesperson who talks too loud and too fast. Both are very distracting. People are prone to shutting their senses down when faced with this kind of loudness – regardless of the relevance of the messages being conveyed. Keep your site clean, simple, and organized in order to direct the focus of your visitors more effectively.

Color Coordination

It is but human nature to be attracted to colorful things. With landing pages, however, too much color essentially has the same effect as a landing page crowded with too many images. Take a look at highly rated landing pages design sites and use the samples as inspiration for some basic color schemes. Keep the colors in your palette to a maximum of 5. If possible, choose colors that are relevant, such as reds and greens for the holidays and pinks and pastels for female-oriented campaigns.

Another color technique you should keep in mind is the effectiveness of using contrasting out-of-palette colors to direct your viewers to your call-to-action. Contrast allows for certain design elements to pop out of a page, consequently catching the attention of your visitors immediately. Keep in mind that this, too, should be used sparingly.

Stock or Google Images

The rule-of-thumb when it comes to using generic stock or Google images is avoidance – that is if you can help it. However, if it is entirely necessary for you to use stock-quality photos (whether grabbed online or custom-made), make sure that they are relevant to your page. If you can, try to test the market response to your images first before putting them up on your landing pages. Also, use tried-and-tested techniques such as “eye tracking” to increase the effectiveness of your images in terms of landing page conversion.

Eye Tracking

Try this experiment: stand in the middle of a field and start staring at the sky. Given enough time, people will start looking up to where you’re looking as well. People have an instinctive tendency to divert their attention to objects that have already caught the attention of others. If you have to use stock-quality images for your pages, use images of people that are directly staring at an area of your page containing the call-to-action.