When it comes to landing page optimization, a friendly face can go a long way towards improving click-through rates. Establishing trust is a critical component to any successful marketing campaign. After all, if a potential customer doesn’t fully believe in your business then he’s never going to hand over his personal details (lead generation) or give you his hard earned cash (sales generation).
It’s precisely the same as with in-store/over the telephone commerce. The only difference with online transactions is the heightened sense of anonymity. Webpages are notoriously static environments where communication is typically one-way, limited only to a few chosen lines of ad copy and a picture showing the product or service. There’s very little rapport between the visitor and the advertiser, if any, and no person-to-person sales that would normally reassure an individual’s decision to purchase. The end result is an uncertain customer, fraught with concerns, carrying with them a multitude of reasons to not go ahead with the transaction.
In other words, landing page visitors need to see the people behind the business, the value of the product or service to them as a person, and how it has been of value to others – and this is where a picture of another human being on your landing page can help.
3 Faces of Optimization
More than just a tool for establishing trust, using images of people on your landing page can also help strengthen your sales pitch to improve conversion rate. It all depends on how and where you choose to include them.
Here are The 3 Faces of Landing Page Optimization:
1. Using Images of People to Represent Your Business
Of all the concerns a visitor faces when committing to an online purchase, “What happens next?” has got to rank somewhere near the top. Because webpages are faceless, anonymous environments, potential customers need reassurance that their request/registration/purchase will be taken care of, and that sensitive information (such as their personal details and credit card numbers, etc) will be handled safely. This is usually the kind of thing a salesperson or call center operative would be able to help with – but there is no such assistance present on a landing page.
Including images of people to represent your business can help alleviate those concerns. Whether included in your main image as part of your sales pitch, or as a separate element that tells your visitor a little bit about you and your staff and who they might expect to be dealing with.
Image: This picture of a call center operative is synonmous with service and assistance (source. Best4Loans)
2. Using Images of People to Represent Your Visitor
Representing your visitor/potential customer is perhaps the most common example of how to use images of people on a landing page.
When visitors arrive at your landing page, they expect to see images of your product, just like an in-store customer would expect to examine any potential purchase before committing to a sale. It’s just good practice from a consumer point of view.
From a marketing point of view, it’s good practice to show your product in a context that is relevant to the customer’s needs and lifestyle – if a visitor can resonate with what you are offering then they are more likely to purchase. This is doubly important with landing pages, as you only have a short period of time to effectively “sell” your product and convince your visitor that your product is right for them. This is where using images of people can expedite the process, helping to bridge the gap between your product and the consumer quickly and efficiently.
Furthermore, some products are less obvious than others. Insurance, for example, is nowhere near as tangible as a mobile phone or pet food. You can’t directly show somebody what insurance ‘looks like’, it’s more of an idea, a service. If you’re marketing a service, then you need to show it in a way that the customer understands what it actually is, as well as how it is relevant to their needs.
Image: The picture of this father and child is both emotive and highly relevant to a visitor seeking family insurance (source. MyMoneyQuote)
3. Using Images of People to Represent Your Customer Base (Social Proof)
Otherwise known as ‘social proof’, using imagery of people on your landing page to represent your existing customer base is an effective way of establishing trust, showing the user how your product or service has been of value to other people. Without these accompanying images, testimonials and positive customer feedback carry much less weight.
Social proof relies on the concept that people will conform to the actions of others, under the assumption that those actions are reflective of correct behavior. Case studies, reviews and recommendations are all very effective ways of establishing trust. If users can see that their decision to purchase is validated by similar people (perhaps in the same industry, demographic, age group, etc) then they are more likely to follow suit. However, even if a testimonial is from an unquestionable source, it doesn’t necessarily make it one-hundred-percent effective. There’s still too much anonymity for it to be so readily trusted.
The most effective testimonials and customer feedback examples are those accompanied by pictures of people. Even if this picture isn’t a direct portrayal of the person behind the quote, it is still an accurate representation of your customer base. This removes anonymity and reduces doubt, whilst reinforcing the customer’s decision to go ahead and trust the source, trust your business, and trust their decision to purchase.
Image: These testimonials from industry experts are easier to identify with when accompanied by pictures (source. Clickthroo)
- Landing page visitors react more positively toward images of other people, it helps establish trust.
- Images of people can be used to represent your business, either as a way of humanizing your business or reassuring visitors that their online purchase will be ably handled like any other person-to-person transaction.
- Images of people can be used to help visitors recognize the value of what you’re offering in a context relevant to them.
- Images of people can be used to help visitors better identify with other satisfied customers and testimony.
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Main image: Mninstitute