What has the greatest impact on conversion rates, text or images?

image-heavy-landingIt depends on the text and images, right?

“Both” is what most people say.  But are they correct?

There are text-only landing pages with high conversion rates as well as some with almost no words that manage to convert beaucoup visitors.  Clearly it’s possible to be successful either way.

What about Google and Craigslist?  Heck, Craigslist doesn’t have any formatting at all!  And Google uses images very sparingly yet it has among the highest conversion rates on the web.

Let’s not forget the importance of the conversion mechanism itself (offer, buttons, etc.)

One thing is for sure, though.  People like photos.  According to a recent post on Hubspot, Facebook posts containing photos generate 53% more likes than posts without them.  This is not lost on Facebook users who upload 300,000,000 images per day.

“Pictures appeal to our emotions,” said Lynne D’Autrechy, president of /buzzquake marketing.  “A picture is worth a thousand words.  And in some cases a thousand bucks!”

In general, it’s easier to convert visitors with a well composed landing page with compelling images and tight copy.

So, most people are right.  Visual content is more important than ever.  And so is the written word.

2016-10-17T10:29:50+00:00 December 16th, 2013|Content Strategy|