Why using the right imagery can help you sell more vouchers
Tuesday 20th November 2018
We’ve all heard the age-old saying ‘a picture is worth a thousand words’, but it’s just as true now as it was then. Why? Because we are living in an age of ‘visual culture,’ where 2.5 billion of us own camera phones and 10% of all photos ever taken by mankind have been captured within the last year alone.
Okay, so you’re probably thinking ‘That’s great Liz, but how does that relate to gift vouchers?’ Buying gifts is an emotive experience, and it’s for this reason that images are so crucial to the success of your Gifted site. By using the right images, you can entice more guests, increase sales (it’s all about the upsell) and strengthen your brand image.
Here are my five top tips for choosing top-notch imagery for your voucher site.
1. Stay on brand
You need to fill your Gifted site with images that offer a true representation of your brand. This (I must stress) is the number one rule! Number one. Numero uno. It sounds obvious, right? But brand image is so often forgotten about and people will often fill their sites with stock images that don’t reflect who they are as a company or resonate with their target audience.
2. Don’t use company logos
Visuals do a lot of the talking for us, and the image should extend the conversation rather than confuse it. A company logo is likely to jar with the rest of the content on your website and will often need to be supported by some kind of explanation. It also won’t be a very good representation of the gift or the experience.
Instead of a logo, opt for a beautiful photograph that will immediately capture the attention of the user, such as a picture of your property or an image of something which illustrates the experience you are offering.
3. Ensure your images are authentic
Don’t get me wrong, stock images have their place, but in order to speak to your guests and get them to fall in love with your brand and what you have to offer, your imagery needs to be as authentic and realistic-looking as possible.
If you don’t have budget for a professional photographer, then don’t worry. Often something as simple as cropping, brightening, or applying a filter will turn a mediocre photo into a great one. There are also plenty of sites out there that enable you to download and use high quality images for free. Two of my favourites are Unsplash and Pixabay, both of which offer amazing photographs of everything from beautifully shot landscapes to natural-looking portraits.
4. Let the image do the talking
Once you’ve found the perfect image for your site, don’t hide its impact under the weight of words. The brief description below it should be just that – brief. Give the image the opportunity to communicate with your guests, and stir emotion, trigger memories, and break down walls where words cannot. Shopping is an emotive experience after all!
5. Be consistent
And finally, just like imagery on your website, the images on your Gifted site need to maintain a consistent look and feel in line with your brand. By sticking to one visual style, you’ll send a stronger message and ensure you are targeting the right audience.
In summary, images are a great way of quickly and easily connecting with guests. We process visuals 60,000 times faster than text, and while words are processed by our short term memory, images are processed by our long term memory. This is why images are so important, as not only can they help increase sales, they can help you make a lasting impression and increase the chances of guests shopping with you again in the future.
To find out more about how Gifted can help drive gift voucher sales at your hotel, visit the Gifted website