5 Ways to Increase Conversion Rates with Visual Content Marketing

There’s no denying that visual content is engaging and that, when presented in the right way, it can be highly informative. So much so, in fact, that it has the power to close a sale or completely deter a customer from adding the product to their shopping cart – it will depend on the content’s ability to convey the right message and present the product, and your brand, in the best possible light. If the visual content on your site is outdated, or if it doesn’t follow the contemporary rules of successful UX, then it’s time to redesign your store and prioritize visuals in the new build.

Why? Because your goal is to improve conversions in 2020 and beyond, and needless to say, visual content can help you achieve this goal faster. After all, visual content grabs the visitor’s attention, it’s usually short and to-the-point, and people can share it across social media knowing that it will generate more likes and comments. With that in mind, here are five great ways to increase conversions with visual content.

Start making product videos

First things first, let’s start by breaking down the old concept that a product page needs to have written product descriptions. Sure, there are many elements to a conversion-oriented product page, and yes, you should have high-quality images, detailed product specifications, customer reviews, and all fees clearly visible, but have you thought of integrating product videos into the mix? While the concept is still in its infancy, forward-looking business leaders are increasingly using product videos to incentivize their customers to add products to their cart. 

Simply put, a visually-appealing and informative product video is able to complement the product images and specifications, and actually inspire the customer to learn about your brand and the values that drive you. If you try to tell a story with written content, chances are that people won’t bother to read, but if you engage with them through branded product videos that showcase its functionality while telling the story of your brand, you will be able to sell the product and your brand experience to boot. This is how you generate new customers, but more importantly, how you generate repeat business.

Try out pre-purchase product tours

Typically, a customer will receive a product tour as a part of the onboarding process, a way to get into the groove of things and start using a product as soon as possible without any problems, which is a way for companies to prevent returns, and avoid negative reviews. That’s great, don’t forget to send product onboarding packages to your customers after their purchase, but right now, focus on making your product more appealing by offering pre-purchase tours as well.

The landing pages you create for this purpose need to boast engaging and branded visuals and minimal content, just enough to get the message across, show the customer how the product works and what benefits it brings to the table, and why it could be a great addition to their lifestyle. The key here is to focus on educating the customer in order to inspire them to add the product to their cart.

Dazzle customers with engaging infographics

Nowadays, online audiences and search engines are increasingly recognizing the value and importance of highly-informative visual content. Sure, lengthy articles are great to read if you have the time, and they can help you rank higher up the SERPs if you tend to SEO implementation, but there is no denying that people want and need a content form that can convey all of that information in a concise and visually-appealing way.

This is why infographics have become so popular in recent years, and why experienced agencies such as Infostarters focus on creating highly-informative, SEO-driven, and branded infographics to not only sell a product, but sell the entire brand experience, while at the same time ranking the site higher in organic searches as well. It’s important to leverage this type of visual content in order to take your product pages and your site to that next level.

Leverage user-generated content

Infographics and all other visual content are shareable and can be highly-engaging, but it’s also important to note that people trust other people across the online world more than they trust companies. After all, it’s only natural seeing as how people want to check the experiences of your past customers first before making a decision for themselves. Be sure to take advantage of this type of WOM and incentivize your customers to create user-generated content and share it on your social media pages, and leave reviews with images on your website as well. 

Host live events on social media

And finally, another form of visual content that can get people interested is a live event. Social media platforms nowadays allow you to host watch parties and live events, which you can use to showcase your products, talk about your brand, lead workshops and free knowledge sessions, interview your customers, or even resolve customer pain-points right there on the spot. This is the kind of brand-consumer interaction that people love, and that can inspire them to head over to your site and buy your products.

Visual content is quickly becoming the most popular content type and one of the most powerful tools in a digital marketer’s arsenal, and unsurprisingly so, as it has the potential to convey all of the messages that written content would, plus the engaging visuals. Use these tips to create better visual content and increase conversion rates while improving your brand experience in the process.

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