Imagine you’re the customer. You search Google or even Facebook for a local bike repair shop and come across some options. Which are you more likely to click on: a blurry photo of a broken bicycle with grainy text designed across the top promoting a 10% off deal, or a bright, high quality image of a man riding a bike with a text headline in the page content saying something like “For all your bike repair needs?”
Industry research says, that even though one company offers a discount, most of us will engage with the better quality marketing than the poor resolution effort. For businesses who do the majority of their marketing online it is crucial to understand why this happens, plus how improving the quality of your online marketing efforts will help you Win more business right away.
A common reason your business might want to use lower resolution photography or creative is website speed and performance, especially in regards to viewing on mobile. Makes sense, right? Since it doesn’t take as long to load the pixels, and the end user can get to the digital content faster, why not skimp on file size in favor of boosting performance? According to Google, load time is still the primary way to maximize page views, citing specifically that a loading time increase from 0.4 seconds to 0.9 seconds decreased traffic by 20%. However, you have to ask yourself if boosting performance is worth a negative user experience. Though it may technically be a solution for getting pages to load faster, you should never substitute quality for performance without knowing what you’re doing. Poor quality usually means poor engagement.
So, what’s the solution? There are ways to decrease image file size without negatively affecting the image quality. One way is designing your visual web assets (logos especially) as vectors. Vectors use math to replicate the image by whatever new size specs being applied, so they always stay sharp and in focus. This is different than something in a predetermined pixel ratio which will blur or pixelate when sized incorrectly. You can also make edits to brightness, focus, compression and more, as well as setting specific pixel size ratios when saving your image assets.
What if you don’t have a staff of savvy designers and photoshop experts? Don’t worry, there are also tools online for easily editing and creating visual marketing pieces and editing photos for use on your site or social media campaigns. Check out tools like Canva and Piktochart, which are great for simple graphic design that anyone can do, even those always-trending infographics. PicMonkey is a handy tool to resize images to the most popular social media site specifications. Looking for an on-the-go solution? Look in to mobile apps like PicLab HD.
In addition to the importance of high quality we also have to mention the importance of simply being found. Some simple tips to leverage organic SEO on a highly visual, image-heavy site are easier than you may think. When naming the image files use the you want to attract. This is an often overlooked solution but is a definite factor in increasing SEO. Also if you have a headline or marketing offer, don’t include it only as a designed element in the file. Be sure to include it as page text so Google can find it. You’d be surprised how often this is missed, but take a look around online or the social media pages of your competitors and see if you find any guilty parties of this marketing faux pas.
Speaking of social media. One of the easiest ways to ensure your photos and designs are going to look their best on Facebook, Twitter, Instagram, etc, is to design them to the correct specs in the first place. Take a look at this handy cheat sheet from Constant Contact for all the current image specs.
The 3M Corporation revealed in a recent study that 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. Utilizing the best photos and designs available will only enhance your online brand experience and customer experience. Low quality images will alienate savvy internet users (probably your best likely potential customers) and can even damage your brand. Remember stay focused. Literally!