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Research Shows That Bad Images Decrease Conversions By 45%. Stay Ahead of the Competition with our Top Tips for Getting it Right

Picfair for Buyers

25 July 2018

Posted by Joseph Hobbs

Finding the perfect image can take a while, but the research shows it is always worth it.

Finding the perfect image can be a daunting task, but it is always worth it

Finding the perfect image can be a daunting task, but it is always worth it Read less

by Jason Kessenich

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Compelling images increase your viewership by 9 times

MDG Advertising found that content featuring compelling images averages 94 percent more total views than those without. Think about that. Spending a few more minutes to find the perfect image for your audience will get 9x more eyes on your message.

Every image you use should draw your audience’s attention, while staying authentic to your brand. You have 50 milliseconds to make a good first impression - make it count.

What kind of images should I be using?

By all accounts, authentic images increase engagement. But what does 'authentic' actually mean?

An authentic image is one that connects with the characteristics of your target audience. If they could picture themselves in the photo, you are doing it right. In essence, an authentic image is the opposite of a traditional stock image. Think a candid shot of a real situation versus the typical ‘model smiling in office wearing headset’.

Research shows that authentic images increase conversions by 45%

In a fascinating piece of research, conversion optimisation specialists VWO found that using authentic images INCREASES CONVERSIONS by 45%. They replaced a traditional stock image on a Moving and Storage company's website with real, authentic images, and their conversion rate increased by 45%. 

Audiences have become blind to images which are clearly staged. The key to an image that will increase your conversions is one that is striking, yet feels natural and honest.

Replacing a staged image with authentic images increased conversion rate by 45%


So I should avoid stock photography sites?

Not at all - lots of stock photography sites have modern photographers who understand that authentic images are key. In fact, Picfair's algorithm was created to prefer authentic and unique images, from talented amateurs to seasoned pros, from expensive cameras to smartphones.

And you can always feel free to take advantage of our free image research service. Just email hello@picfair.com and let us know what you’re looking for!

Sites like Picfair have an authentic new generation of images that help you connect with your audience


TOP TIP: Use reverse image search to check if an image has been overused or not

This is a great trick for checking how many other websites have used an image. Put the image into the TinEye search engine, and it will tell you have many different web pages the image has been used on. If it has been used a lot, you should consider finding something different. In the example below, we searched TinEye using this Picfair image, and found it has not been used by any website yet, making it a great choice for unique branding!

As you can see in the results of this reverse image search, this Picfair image has not yet been used, and would be a great choice for unique branding


How to use images to connect with your audience 

- Start from the ground up. Use real photos of staff on your website, and let them show off their personalities! Photos of your offices help create trust, too. If you have a physical product, photograph actual people using it!
(Our experts are always on hand to help you arrange a shoot with one of our 25,000+ global photographers via Picfair Assignments. Need something? Tell us here.)

- Curate your online presence with user generated content. Encourage your audience to take pictures and share them across your social media.

- Make sure your use of images is consistent. Have a style guide, think about colour schemes and the stories your images are telling.

- Make sure every image you use is relevant. This eye-tracking research found that purely decorative images tend to be completely ignored - every image you use should display essential information, or add something to the story you are trying to tell.

What about free images?

Images that are available for free tend to be used in LOTS of places. It is difficult to come across as authentic if hundreds of other brands or websites use the same image as you have. The human brain can identify images in as little as 13 milliseconds and recognise if it has been seen before, and the more you see an image, the more you become blind to it.

Not to mention, we believe that all photographers should be paid fairly for their work - that’s why we allow photographers to choose their own prices, and have the lowest commission rate in the industry at 20%.

But I don’t have time for all this!

Let us help: Need a photographer for a shoot? We can arrange it!

Need help finding the perfect image? We can find it!


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