What is a dominant visual? A dominant visual is the first thing that your readers notice as they check out your site. It captures their attention and makes or breaks your first impression. Creating a dominant visual therefore is very important since you want to impress your audience and of course you also want them to stay and check out the contents of your site, your products or what you can offer.
In such as short amount of time, a dominant visual could create a bond between you and your audience or it could turn them off. If your visual is not pleasing to the eye (too flashy, too ugly, too obsolete or too distracting) your visitor will likely click the exit button or back button to get away. You will be bouncing visitors quickly that you will never get the chance to show them what you got.
A quality, high-impact and smart visual should engage your audience, explain what your site is about and elude professionalism. The dominant visual should capture your visitor’s interest, be emotionally appealing and must have a high educational value. Sounds like hard work? Actually if you know exactly what your audience are looking for, you can easily create a visual that will engage your visitors.
A usability study by Jakob Nielsen revealed that there is a huge difference on how photos are seen online. Some could easily grab the attention of visitors while some are ignored altogether. These photos are simply generic with images used just for the sake of improving the aesthetic value of a site.
Removing Visual Bloat
Visual bloat are images that are simply placed in a site for the simple reason that the site needs pictures. This could be very annoying for readers even if the pictures look professionally- made. But your visitors need pictures that will help them make a decision or pictures where they could get information and this is so because of the following reasons:
1. Pictures may take too long to load especially in a smartphone and therefore using pictures that count or pictures that matter is a must. Users do not have time to wait certainly for images to load.
2. Buyers want quick and easy access to information. They do not care about bonuses, extras and rewards but rather what are the features of the product.
3. Buyers want information that they could use to make a smart buying decision. Visuals can steer them towards buying products. Visuals may be used to navigate details of the campaign faster compared to reading large chunks of texts.
4. Visuals drive sales since buyers these days are more information driven than ever.
Dominant Visual Tips
However there is a catch, visuals should be of real people not images that have been taken from stock photo sites.
Simply take a look below at the report made by Nielsen and his team:
Do not underestimate your readers; they will openly engage when they spot real photos. People want something that they could connect to and a picture with a backstory is the best way to do it.
In Sum, nobody cares about stock generic photos, best example is as shown in the analysis below — users scanned over the picture on this webpage (because it obviously looks generic):
Choosing Product Photos
People usually study images of products as they shop and this is why an e commerce site should consider placing photos of their products. Naturally customers would like to check out products from different angles so that they could decide on their purchases. The most common products that could sell better using photographs are furniture, clothing, footwear and fashion accessories. Products that look alike and may differ only in specs and features such as electronic gadgets, televisions and computer hardware, may not benefit too much from photos since aesthetics is not a deciding factor in attracting customers.
Creating an Explainer Video
Videos are an effective medium for storytelling compared to a static image. It may be costly to use videos (professional videos cost thousands of dollars!) but these are very effective in communicating your marketing message and place value on your products in such a short time. A research from Unbounce mentions the following about how explainer videos increase conversion rates by up to 20%:
– Explainer videos facilitate visual and verbal learning. These are the most common types of learning and people will be able to retain more information with the use of visual and verbal cues.
– Explainer videos will be able to provide the value proposition clearly and persuasively. This will drastically increase your revenue and sales in the long run.
– Your company will be able to share the value of your business in just a few minutes.
– Explainer videos may be easily shared and this improves the reach of your brand to not just your audience but at the same time your audiences’ friends and family.
The key to making videos is to make it as perfect as possible even if you are running short on funds.