You have an excellent product or service offering but for some reason you just cant manage to attain great clickthrough rates, or even open rates. How do I make my images more clickable?
Well, follow these steps and you might just make your images a whole lot more ‘clickable’.
There are so many factors as to what can influence why a person might click on a particular image or piece of copywriting. However, more often than not, there are similarities why some images gain traction and convert customers whilst others simply don’t. The answers lie in basic human psychology.
People aren’t clicking on PPC ads because they want to purchase products. They take action because of a series of stimuli and responses. It’s a natural reaction when you account for the way our brains are hardwired.
1. Encourage curiosity
People may be drawn to click on an image if it piques their curiosity or if it presents an opportunity to learn more about a topic that interests them. If there is anything unique about what you’re offering, whether it be the location, features or applications, appeal to that sense of curiosity and encourage their inquisitive nature. Choosing the right visual can make or break a successful advertising or marketing campaign so remember to go with something bold. It’s easy to get lost when surrounded by content so that’s why its so incredibly important to stand out from the crowd and get noticed.
2. Appeal to their emotions
Images that are able to evoke strong emotions, such as happiness, fear, or anger, may be more likely to be clicked on because they are able to capture the viewer’s attention and interest. We’ve already explained how purchasing decisions have been driven by pure emotion in another article but this cannot be underestimated. How do the big brands get people to care about their offer, the majority of the time – they appeal to our emotions and sense of sentimentality. You don’t watch the Christmas John Lewis advert for their selection of products, you watch it becomes it makes you care about something.
3. Bring personal relevance
People are more likely to click on images that are relevant to their personal interests, values, or goals. When it comes to links of any kind, always try to remember the concept of ‘contextual relevance’. You should always be as transparent and open about what’s on the other side of that link and by adding contextual relevance to the link. Not only is it a positive trust signal to both potential clients as well as Google, it let’s them know that you’re legit.
4. Make it Attention-grabbing
An image that is visually striking or unique is more likely to be clicked on because it stands out and grabs the viewer’s attention. It doesn’t necessarily have to be very expensive or time-consuming to create. It’s like cooking, it starts with the right ingredients. The perception is often that to stand out you need to be using bright and vivid colours with masterful detail. Of course these things can help significantly, there are more subtle ways to achieve the desired outcome other than peacocking.
5. Familiarity through segmentation
People may be more likely to click on images that are familiar to them, either because they have seen them before or because they are related to something that the viewer is already interested in. The world is complex but to make it easier for humans to comprehend, we group stuff together into taxonomical structures or ‘groups of stuff’. The more precise you can be or niche-specific, the better your chances for your clickthrough rate.
6. Relevance to current events
Images that are related to current events or topics that are in the news may be more likely to be clicked on because they are timely and relevant to the viewer’s life. Don’t get too carried away with trends because they come and go – and sadly so does your traffic. But it’s a great way to elicit engagement from your prospect because it’s something they probably already have feelings towards or an opinion about it.
Overall, the psychology behind why people click on certain images is complex and can be influenced by a variety of factors. However, if you implement some of these principles, you’ll be more likely to attract those clicks.