For an e-commerce website, images play a vital role as an element because it can make or break the website. The saying “A picture is worth a thousand words” is indeed true when it comes to choosing images. For business websites like companies offering specialist logistics solutions, images must be chosen careful to positively impact the whole website.
- If possible, it is recommended to utilize people pictures. Faces of human beings can convey so much power. From the moment we come into this world, we spend most of our time looking at faces therefore using people pictures on a website can be helpful. Aside from catching the readers’ attention, faces are also effective in increasing conversion. It was evident in the case study conducted by Basecamp which showed a spike in conversion after faces were used alongside testimonials.
- Do not use people pictures from stock photos. This is a no-no because it takes away the authenticity of the image and the faces. When something does not feel genuine, the visitors will not trust the website to hire its services or buy its products. There are companies that prefer stock photos because these are available in high quality but visitors are more concerned about being genuine. NN Group’s study revealed that visitors do not pay attention to stock photos with faces on it but they connect more with images of real people.
- Get visual cues from the images with faces. This is the idea of using people pictures in order to create a path that will guide the visitors to where they should look. This effect was demonstrated by James Breeze, a researcher who showed two different designs to 106 respondents. The first design is of a baby facing forward and the second is of the baby looking at the headline. The first revealed that majority of the respondents only looked at the baby’s face while on the second most of their attention has been shifted to the headline.
Aside from people pictures, the website of specialist logistics solutions can also utilize arrows and colours to direct the attention of the visitors to specific contents.