Why Bad Graphics Are Damaging Your Sales Conversions

If you’ve decided to take your business online, may that be as an eCommerce store or not, you’ll understand it takes time, hard work and money to make the leap. 

You can have all of the information and technical details set up but ultimately, if the website doesn’t look good and show off your products and services in a good light, particularly for food or retail companies, you’ll struggle to survive.

Don’t let poor quality images jeopardize your efforts. Learn why bad graphics are one of the biggest turn-offs for customers looking to shop with yoy, in order to save your online reputation and increase your sales conversions.

What makes a good website?

There are many aspects to what makes a good website. If your site doesn’t include the following, you’ll struggle to generate a great customer experience and inevitably conversions.

  • Prominently display your contact information – make your details stand out and display them in a place they’ll be seen.
  • Lots of testimonials – particularly if you offer a service, it’s important to include lots of reviews and supporting imagery of your work to highlight how great your services truly are.
  • Include a company profile – this should contain ‘about us’ information with team member shots which will give your brand a friendly face.
  • Straight-forward navigation – your users should easily find goods and services within your site by having a simple and logical menu. Make the font easy to read and in a colour that everyone can distinguish.
  • Be up to date – your blog and social channels should be up to date and active. You should also make sure your products are updated in terms of stock, price changes and constantly display high-quality imagery.

Each of the above relates back to having good graphics in some way. Whether its the font in the image, the colours, the size or the placement of the image, graphics play a crucial part in a great website and that’s why it’s so important to get them right.

After all, web visitors are coming to your store to learn about you and your products and in most cases, there’s no better way to learn than through images.

Are you a restaurant? Customers will want to see great imagery of your food. Are you a women’s fashion brand? Your users will want to see high-quality images of your clothing, ideally, those that can zoom in and at different angles to really display the product in its true form.

So, what makes a great image?

Of course, it depends on what the image is portraying, who it’s for and why, how it’ll be used and where. Once you have catered for each of these factors, you’ll be able to create a great image.

Some generic things you must consider are as follows:

  • Image dimensions – Are they the right dimensions for each social channel, your website banners, emails or other? The same image should be altered to the correct dimensions for where it’ll be placed.
  • What device will users be accessing the image on? – Although image size and quality shouldn’t change dramatically across mobile device i.e from iPhone to Android, from desktop to tablet to mobile, they can be quite different. Make your image suitable for all, though with mobile becoming more prominent, it’s important to focus your attention here.
  • Are your colours accessible for all? – Your images shouldn’t have colours that clash for those with poor eyesight or colour blindness.
  • Tells a story – Your image should capture an emotion, an iconic moment or activity and communicate with the reader to ultimately, tell a story.
  • Does your image capture the product? – If the image contains a product it must be the main subject of the image, meaning any other colours are muted in comparison so that they don’t overpower the design.

Now you understand some of the factors that make a great image, let’s take a look at some of the problems with bad imagery.

Though some may be obvious, we see too many sites that contain poor quality imagery which is highly damaging to their brand – more so than they realise.

It’s important that you don’t just “chance it” and instead, you give your website the best possible chance to rank well on search engines, obtain good levels of traffic and ultimately, generate a sale.

Otherwise, you’re likely to come across the following 4 problems:

1: User expectations aren’t met

Poor shot product images are probably one of the biggest culprits for generating bad reviews and customer uncertainty.

If you think about it in terms of the sales funnel, customers that are in the first stage i.e. the “consideration” phase, will be browsing your products. They’ll already have a small degree of uncertainty with your brand and products as they’re choosing whether to buy from you or not.

New customers will try to establish a perception of your brand from your website, your product imagery and more. You won’t want to give them any extra reasons to doubt you. Otherwise, you’ll find yourself with a high bounce rate and low conversion rate.

Tip: If your website visitors come through from paid advertising and you send them to a landing page with bad graphics, you'll be wasting budget.

This is because customers will be less likely to convert though you'll still be spending money every time they click.

Whatsmore, if your customers create an inaccurate perception of your brand or worse, a particular product, whether it generates a sale or not, it can end in disaster for your brand. This leads us on to our next point: death by bad reviews.

2: Death by bad reviews

It’s pretty obvious but if your customers are expecting a remote control car the size of a cat (as that’s how it looks in your image) when a remote control car the size of a mug turns up, they’ll no doubt be pretty disappointed.

As lots of brands will know, this disappointment often leads to a bunch of bad reviews that can spiral on social media and go viral. Sadly, the idea of “no such thing as bad press” can prove untrue and instead, hinder your brand.

It’s important that you give highly accurate descriptions as well as informative imagery (and lots of it) to help support your descriptions. See below for a good example:

The above example shows a product page on the retail website, ASOS. The page contains large product imagery of trainers from various angles with “zoom in” capabilities. The images alter from those capturing how the trainers look when on, as well as those without.

ASOS then offer video content of the trainers on a cat-walk so that you can not only see how it works but also how to style it to give you additional information.

The image and video content are then supported by a quick, easy to read bullet point product description, information on how to look after them, brief details on the materials and the product code. You can also read about the brand and have links to their other items.

All in all, in pretty much has everything it needs to inform users and help the product sell.

3: Brand value is lost

You may be the best seller on the market but if your images show customers otherwise, they’ll jump right over to a competitor website which does deliver great graphics.

Though you might not think about it, graphics can include the buttons you have on your site, your font style and colour, the colour of your website background and more.

Inevitably, if the whole aesthetic of your website is mismatched, inconsistent or blurred, it’ll be hard to convince interested customers that you’re a leading, top-quality, professional brand. Crappy logo, crappy brand. Right?

So, make sure your images look great across all platforms you exist on the web. That includes your social logo, social profile headers, website banners, in news articles both print and online and anywhere else!

4: Social sharing stops

If you source website traffic from social channels like Instagram, bad imagery can stop you from meeting user needs on this channel which ultimately, is to see great imagery.

Instead of conveying the right message to your users, they’ll see you as a spam account providing unrecognisable, pixelated content that seems completely irrelevant to them – whether it is or isn’t.

Instead of having your content shared, people will choose to unfollow you, decreasing your reach and chances of generating store clicks and inevitably, the number of people buying your goods. Or worse, they can share how bad your content is and you can go viral for the wrong reasons.

Social sites are similar to your online store. They’re a place users get information about you, browse your products and thanks to the newly added business features, now even buy your products.

To sum up

In order to lower your chances of facing the above problems, it’s important that you allocate the correct resources and time to create great graphics.

Need help with your graphics? We have specialists in graphic design who can create optimised social images, website banners, infographics to accompany blog posts and more. Just get in touch!