|Images vs. Copy|
|Thursday, 18 November 2010|
Topic: Images vs. Copy: How getting the right balance increased conversion by 29%
When it comes to choosing an image for a web page, most marketers and designers rely on gut feelings or personal preferences. Few have a concrete way of determining the “what, when and where” of an image. So, in this Web clinic, we revealed new research findings that provide simple tactics for using both images and copy effectively. We discussed three key elements of an effective image, as well as two unique advantages copy has over images. For the first time, we revealed strategies for balancing landing page optimization (LPO) with search engine optimization (SEO).
During the Web clinic, we noted that each element of your page can be measured by two capabilities in regards to the expression of value: Force and Precision. In most cases, images will have the greater potential to communicate value with force, and copy will have the greater potential to communicate value with precision. Therefore, it is not a matter of choosing between images or copy, but rather, the goal is to strategically balance the strengths and weaknesses of both to create the most powerful statement of value.
First, Flint McGlaughlin – Managing Director (CEO) of MECLABS – walked through key points for choosing images that communicate value with the most force. He broke this into three key strengths of using images:
Next, McGlaughlin discussed the strategic advantage copy has over images, in relation to being able to communicate the value proposition with precision. This, he broke into two key capabilities: 1) The ability to include a specific quantifiable details 2) The ability to include a tone that matches the visitor’s motivations. He walked through both of these aspects to illustrate for our audience how marketers can craft effective copy.
Finally, SEO was addressed. How can marketers improve copy and/or images without hurting search rankings? In this section of the presentation, we provided key strategies for balancing conversion objectives (LPO) with organic traffic objectives (SEO). As presented, determining the proper balance is based upon your answer to four simple questions:
To provide real-world examples of the principles taught on this Web clinic, McGlaughlin and the MECLABS Conversion Group team conducted live optimization of audience-submitted web pages.
View the clinic replay, or listen to the audio recording (mp3), to learn how to optimize the design of your homepage.