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Friday, Mar. 21, 2008 at 10:59 am

How Website Images Affect Visitor Persuasion

By Holly Buchanan
March 21st, 2008

Have you ever read a blog post that had so many interesting and profound ideas, you actually re-read it several times? That’s what happened to me when I read this fascinating article by Joseph Carrabis at iMedia Connections.

I originally read the article because it talks about gender and website design. But there’s much more to it than the title (“Website Marketing Across Genders”) suggests. For instance, the phenomenon he calls “Towards” and “AwayFrom” advertising.

I’ll dig into that in another post, but in the meantime, take a look at his description of using a visual on a page to draw visitors toward a specific action:

Let me give you an example of an automotive retailer site that also works in print. The goal is to have the visitor purchase a new vehicle. Place an image in the upper part of the screen or print piece. The left of the image is the owned vehicle, the right of the image is the desired or target vehicle. Just right of center is the couple or an individual facing the desired vehicle and walking towards it.

The web’s media capabilities allow the message to get across very well because the couple or individual can be seen actually moving towards the target vehicle. In a static image that implies walking have the right hand swinging towards the target vehicle, the left hand swinging towards the owned vehicle.

So simple. So powerful.

Speaking of simple and powerful, if you haven’t read Bryan Eisenberg’s award-winning article on website images and eyetracking, you should. It definitely clarifies Joseph’s point.

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Comments (7)

  1. Link does not work :(

  2. This is great but I too noticed the link to the Bryan Eisenberg article also didn’t work. I so enjoy your posts. Keep them coming.

  3. Link is fixed. Sorry for the inconvenience.

  4. Very interesting, I am working on a project at the moment where I can test this in action . Great writing , I love this website !

    Kris

  5. Hello and thanks for your kind words on my work and writing. Your readers can keep up with my research, applications and the like by subscribing to my newsletter, The NextStage Irregular. – Joseph

  6. Daily Roundup for 2008-03-31…

    Interesting articles bookmarked by Steve Woda on 2008-03-31…

  7. Greetings! Very useful advice within this post! It’s the little changes that produce the biggest changes. Many thanks for sharing!

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Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at http://marketingtowomenonline.typepad.com She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.

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