In case you have an online shop, keep in mind that trust is crucial. Nobody will buy a needle on the internet if they do not trust the seller. The reason why Amazon and eBay are popular is because, besides the fact that they are huge worldwide brands and offer different money-back guarantees, they also have many different security features. Shoppers trust them and they know that if the seller is not going to deliver the product, the company will take care of it. If you own an online shop, make sure clients trust you.
What does this have to do with images? Well it’s simple. Trust can be achieved through images according to a study on landing pages conversion rates made by Paras Chopra.
Building trust is incredibly important when dealing with online visitors
It was incredible to hear about this online shop selling Brazilian and Caribbean paintings. A slight change meant an increase in their conversion rate of more than 95%, from 8.8 to no less than 17.2. How? Instead of showing thumbnails of the paintings, they showed thumbnails of the artists that made them. The quality of the paintings was never a problem, but the fact that they did not trust the shop was. By simply showing the faces of the artists, visitors realized they were buying from real people like themselves.
Chopra talks about another user who has an online portfolio. By just replacing the contact icon with his own picture, he increased the conversion rate by 45%, from 3.7 to 5.5. His conclusions were that visitors can spot stock photos right away and tend not to believe them. They create an emotional connection with faces they see online.