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Boost Conversions With Better Product Page Images

Posted By Robert Gorell On June 26, 2008 @ 11:32 am In A/B Testing,Content,Google Website Optimizer,Improving Conversion,eyetracking | 15 Comments

product page images and online conversionsOne of the most effective — and overlooked — ways to differentiate yourself from the competition and improve conversion is to optimize the images on your website.

Granted, a rose by any other name would smell as sweet, but online, your customers don’t quite have the luxury of taste, touch, or smell. So one thing we can learn from ProFlowers.com’s impressive conversion rate [1] last month is that images matter. A lot.

But what works for one website may not work for yours. Oftentimes, the product (or service) itself dictates which strategy is most effective. For instance, if you’re selling jackets, you may want to give visitors multiple views and zoom features [2].

It all depends on what you’re selling and how much the customer needs to see in order to feel confident to buy.

At last month’s eMetrics Summit in San Francisco [3], Bryan had a chance to sit down with WilsonWeb.com’s Ralph Wilson to discuss the importance of product images and how they affect conversion. Here’s the video…

As Bryan mentions in the video, even a better looking pear can boost conversion 147% [4]. But the power of images isn’t limited to e-commerce. When images on a B2B site don’t focus the visitor’s attention on the goal at hand, even a pretty face can push visitors away [5].

That’s why A/B split-testing is essential; it’s how you know the images are making a difference.

For more ideas on how you can test your way to a better conversion rate, we cordially invite you to join us on Wednesday, July 9th for our free “Always Be Testing” webinar [6], co-hosted by FutureNow and Google Website Optimizer.

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Editor’s Note: Don’t keep this all to yourself. Help spread the word on Facebook [7]

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2008/06/26/product-images-and-product-page-conversions/

URLs in this post:

[1] ProFlowers.com’s impressive conversion rate: http://www.grokdotcom.com/2008/06/23/top-10-online-retailers-by-conversion-rate-may-2008/

[2] give visitors multiple views and zoom features: http://www.grokdotcom.com/2007/03/01/show-you-the-money-show-me-the-jacket/

[3] eMetrics Summit in San Francisco: http://www.facebook.com/event.php?eid=17442237643&ref=nf

[4] a better looking pear can boost conversion 147%: http://www.grokdotcom.com/2007/02/07/how-changing-your-product-image-can-boost-sales-by-147/

[5] a pretty face can push visitors away: http://www.grokdotcom.com/2007/10/04/how-a-pretty-face-can-push-visitors-away/

[6] free “Always Be Testing” webinar: http://www.futurenowinc.com/abtwebinar.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1414&utm_campaign=ConsultingServices

[7] spread the word on Facebook: http://www.facebook.com/home.php#/event.php?eid=17442237643&ref=nf

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