Website Marketing Conversion Tip: That Smiling Face in the Photo May Be Killing Your Conversion

by Chris Brown on Friday, April 20, 2012

Do you have a friendly face starring out at from your website?  You know, a fresh faced group of young people smiling with a ready to serve you look?

It may be killing your conversion.  Using a photo of a person forces the viewer to look at the person, but does not necessarily help the viewer to click thru to the next step in your sales process.

You would be better served with a button and an arrow that let’s the viewer know what the next step they should take.

Conversion Scientist Brian Massey suggests web designers should induce conversations by:

Use big buttons that call people to action. Draw boxes around important points you want to make. Strike stock photography from the site. Add a video. Shorten your signup form. Add trust symbols and logos to your pages and shopping carts. Most importantly, know the person who typed in the page URL or search term, and why they did so at this point in their life. Then make them glad they did.

Not sure what he’s talking about? Here are 10 examples of what companies are doing right (or could improve on) with landing pages. For example:

  • Change the word on a button from SUBMIT to REGISTER.
  • Use benefit words on your call to action link like LEARN HOW or FIND OUT HOW…
  • Consider using one of these 60 call to action phrase suggestions.

I challenge you to take a look at each of your websites to identify what call to action tweaks you can make to improve conversion.

Share your success —  What change did you make to your site to get more click thru’s? Leave a comment below.

{ 3 comments… read them below or add one }

Scott April 20, 2012 at 8:50 am

That’s an interesting point you bring up. I’ve read conflicting data regarding smiles. Some say presenting a smiling, friendly face helps users feel more connected and comfortable. I’ve also read that in other areas, having a serious face, rather than smiling, can be beneficial. I suppose different areas of business with different goals call for different tactics. I would enjoy seeing more research made on this topic.

WayneLifestyle April 20, 2012 at 3:35 pm

Its a great post!!!! I think attaching a photo with smiling face is not so good. So, i am totally agreed with this post.

Chris Brown April 21, 2012 at 6:39 am

I think the key is to test it.


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