In marketing and advertising, the heart of any campaigns is the lead generation engine. This engine is designed to convert web traffic into leads, or sales. This engine is often a website or a landing page with a call-to-action. The creative goes into designing highly effective web page starts before even the visitors read your sale pitch.
According to Robert Cialdini, the author of PRE-SUASION. We often unconsciously influenced by the environment surrounds us. This translates nicely to website design. A study documented in PRE-SUASION found that if an online mattress store website included clouds in the background design, shoppers are more likely value comfort over price. Therefore, they tend to purchase more expensive mattresses than they would have .
Yes, you heard it right. Tastefully including images of clouds on the website background has been proven to increase average order amount for online mattress stores.
Before you including pictures of clouds to all your pages. There are more to it. When it comes to selecting the right photo on your website, answer the following questions first
DOES THE IMAGE MATCH WITH THE OVERALL DESIGN STYLE?If your website is designed with modern, minimal and spacious look, adding a cartoony artwork can destroy the entire brand experience.
DOES THE ARTWORK COMMUNICATE THE SAME BRAND PERSONA?Let’s say your brand is building on value and competitive pricing. Then, having a luxury lifestyle background image can come off as disingenuous.
DO PEOPLE IN YOUR ARTWORK LOOK LIKE YOUR TARGET MARKET?If people can picture themselves using your products, they are more likely to buy.
DO YOU HAVE THE RIGHT TO USE THE ARTWORK?If you didn’t purchase of picture from a credible source or you didn’t take the picture yourself, chances are you won’t be able to use the artwork for commercial purposes. You should double check before posting on your websites.
The right artwork for your website set the right tone for your sale pitch. Now that you learn a thing or two about picking artwork, the next time you visit another online store website take a look at what others to get you to buy more on their stores