We use just 3 tactics to drive conversions. Visualization is one of them. The idea behind that tactic is to reinforce a point by using a visual device.
Here is one application of the tactic.
Was searching for a journal on Amazon. Bleeding wasn’t even a criterion I was looking for but once I saw this image I was like, “That’s right, it’s important that the pages in the journal don’t bleed!”:
This marketer was able to inject a thought in my mind, and that changed my purchase behavior.
We sometimes make the mistake of thinking, “I can see how Visualization works for this example, it’s a very specific example, I don’t see how it could work on my site.“
Visualization can be expressed in a variety of ways. In example below words are being used to evoke a vision. The user can imagine what 1,200 Olympic-sized pools looks like:
SawStop (not a client, just using their Amazon page to illustrate our idea) is a safety device that stops the saw machine if your fingers come in contact with the blade (which can be fatal). It stops the machine in 5 milliseconds but people can’t imagine how fast 5 milliseconds are so we added a visual cue:
Here is another example. People don’t know how far back 500 CE is. On the bottom, this display board shows the event they’re describing, and on top, a recognizable reference event that happened during the same period:
One final example. This probiotic helps by balancing our gut biome (not a client, just using their site to illustrate our idea). People can’t see inside their body. Bacteria are tiny (invisible) so we wanted to pick a more relatable example to emphasize the importance of balance:
Can you think of a way to leverage the power of Visualization on your site? Need help? Comment below and we’ll help find a visualization opportunity on your site.
Like this idea?
This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from “I’m interested” to “That’s it, I’m pulling the trigger”. We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.