Tell me if this has ever happened to you:
You and your marketing team spend days/weeks/years slaving over the perfect ad. You hire an award-winning copywriter. You buy some expensive, giant stock photos (Don’t. you can buy cheap, small ones through us). You buy ad space in the coolest, most high-traffic spaces.
A tiny trickle of clicks.
Annnnd a whole lotta nothing.
What happened? Why didn’t people click on your hilarious ad of a baby frowning while riding a vacuum cleaner? It seemed like an obvious home run!
What if I told you that there was an easy, cheap (or even free!) way to test your images and copy before you sent them out into the world? Or even test them while they’re out there, living their lives online?
The answer, my friends, is A/B testing.
And while that sounds intimidatingly technological, what it really means is: Creating two versions of an image and seeing which one performs better.
There are many different platforms and tools that will help you test your images, but our personal favorite is Visual Website Optimizer. It’s incredibly user-friendly and even offers a free, 30-day trial!
Some things to try with when you’re testing images:
1. Different colors
Will a calming, nature-based image lead to more clicks for your tourism website? Or a colorful image of a family laughing on the sand? Try them both and find out.
2. Different people
Will you get more clicks if you feature a nuclear family? A couple? A group of laughing friends?
3. Different number of products
Try pitting a close up shot of one product against an image of several products. Or a photo of your product in its packaging vs. a photo of your product in use.
4. Different expressions
Are people more likely to click on photo of someone who is smiling and making eye contact? Or someone who is thinking and looking up and to the right?
5. Different settings
Do customers want to see photos that represent their reality (working in a cubicle) or their fantasies (driving in a convertible along a winding beach road)?
There is, of course, only one way to know the answer. Dive into A/B testing and find out for yourself. Your marketing team and bank account will thank you!