Caption Test for Images that Boost Your Conversion Rate
The Caption Test
Most of the images used on a webpage do not have a caption. This is unfortunate, because readers who are scanning your page will read these, often more than will read your headline and certainly more than will read your copy.
Many web images don’t have captions because there is no intelligent caption that could be written. If you tried to write a caption for many of the images on your site, you would be at a loss.
This is a sign of irrelevance.
Your images leave me baffled at best, distracted at worst.
Left on their own, what would these images tell you about the site they were found on?
Not much.
If you’re selling question-mark-shaped doll houses, orange couches or business apparel, these will work. The sites I found these images on are selling financial services, insurance and IT training, in that order.
You’ve seen these or something like them many many times. Your brain filters out images like this on a Web page.
In Identifying Images that don’t Convert: The Caption Test, I propose a simple test that will help you weed out images that are irrelevant to your visitors, and thus are less likely to help your conversion rates.
If you find this educational, you really should subscribe to The Conversion Scientist by email. There is much more coming.
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
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It’s all about filler. The images you’ve identified–given the way they are being used–are the equivalent of potato chips for your brain. They look good, and fill that void in the marketing materials they were found in. But, like potato chips, they don’f give you much to run on.
Nice post, Brian.
“Potato chips for your brain” That’s IT!
g0!!!!!!!!!!!!!!!!!!!!!!!
Did someone’s kid find the browser icon?