Should your images be BIGGER?

Are your landing page or product page images big enough to get the best conversion rate?  Some marketers test image size, for all types of sites, including B2B, ecommerce and media.

BIG Images

I’m not talking about allowing your visitors to click to enlarge images.  I’m talking about blowing up the size of the most important image on your page so it’s much bigger.

Here are two very different examples of research.

Test 1. Bigger product image

Skinner Auctions, of Antiques Roadshow (USA) fame, ran an A/B test blowing up the images in their online catalogue by 28%, from 250 pixels across to 350 pixels across.

Unfortunately, as you can see here, the bigger image meant much of the page content was pushed below the fold for typical visitors (fold mark ours) forcing visitors to scroll.

Good web designers know that on many sites, as few as 20% of visitors will bother to scroll down. 

Did the larger images help despite the fold change?

Absolutely!  The larger image enticed 63% more visitors to click to start the bidding process. Even better, a whopping 329% more visitors who started bidding actually filled out all the online forms required to place a bid.

So, the larger image helped raise the initial excitement of bidders in the bidding process.

Test 2. Testing a mega-sized background image

This test shows that bigger images can work as well for B2B as they do for consumer websites.

Dell’s testing team wanted to increase lead generation.  Their original landing page wasn’t bad at all.  It was designed using best practices, without distracting navigation, useful bullet points, an easy-to-use form and no scrolling required!

Dell’s testing team tried a radical revamp for their test, using what some call the ‘mega-sized background image’. Basically, instead of using an image as one of many page elements, they used the image as the background that the rest of the elements sat on.

So, the background becomes your ‘white space’.

Did it work?

The mega-sized image lowered visitor bounce (immediate leave) rates by 27%, plus it increased leads generated by 36%.

Dell was so impressed by these results that the testing team ran out similar redesign tests for other B2B product lines… and so far they’ve all raised lead generation and contact form conversions as well, sometimes into the triple digits.

Warning: I can’t guarantee larger images will always increase conversion rates.  No one can tell you that. Your brand, web pages and site visitors are all unique, so what will work can’t be predicted with a simple best practices guideline.

Also, as we’ve seen across many, many tests, the wrong image (and sometimes any image at all) can reduce conversion rates, often dramatically.  If your image isn’t compelling for your audience, making it bigger probably won’t help.

My advice is to reduce your risk by testing.  Always run an A/B or multivariate test until you have conclusive results before you roll out a design change.

If you need any help with the testing of your website pages, get in touch with me at [email protected]

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Nigel White
My career has given me insights into large and small businesses across many sectors. Academically, I have a MA (Strategic Marketing) and use this understanding to provide consultancy and advice to all clients I work with. Very high on my agenda: needs analysis, service, and quality.