The Power of Visual Content in Driving Sales: How Visual Content Significantly Impacts Sales and Conversion Rates

Studies show that 90 percent of the information processed by the human brain is visual. What's more, the brain processes visual images 60,000 times faster than written messages.

As the data shows, the human brain is drawn to pictures. With that in mind, it's no wonder that content creators who feature visual content increase traffic 12 times more rapidly than those who primarily rely on text.

The Power of Visual Content Drives Sales

Whatever words say on social media platforms, a graphic or video can say better. In fact, 82 percent of the participants in a recent survey say they prefer watching a video to reading written content. Another study reveals that 45 percent of website visitors leave after reading for just 15 seconds.

Visual content significantly impacts sales and conversion rates across all sectors. High-quality product images, videos and interactive graphics enable businesses to communicate and showcase their offerings, engage and captivate potential customers, and increase understanding and interest in their products or services.

In the financial sector, for example, the Robinhood trading app is an example of leveraging interactive graphics and visual tools to increase sales and conversion rates. Its user-friendly interface features easy-to-understand charts and graphs, which make real-time investment tracking visually engaging and intuitive for the app's users.

Optimizing Visual Content for Various Platforms and Audiences

Tailor your visual content to specific platforms, such as websites, social media and mobile apps. When optimizing visual content for different platforms, consider both content and visual format.

From a copy standpoint, adapt content for each channel. For instance, where brands can post humorous graphics on informal platforms such as Instagram, they'll want to create more professional graphics for platforms like LinkedIn. On platforms like Facebook or X (formerly Twitter), brands need to hone graphics that clearly deliver key takeaways.

From a visual standpoint, optimizing visual content involves tailoring the format, resolution and aspect ratio of each graphic to suit different digital platforms and devices. When posting similar content across two platforms, it's critical to A/B test and see what's working and what's not.

Storytelling Through Visual Content

The latest trends in visual marketing underscore the importance of storytelling in visual content and its role in building brand narratives. Effective storytelling in your brand's visuals positions the audience as the hero and your product or service as the guide. By applying the principles of compelling storytelling, your business can create narratives that resonate with your audience and address their needs and desires.

Visual elements play a critical role in influencing how audiences perceive a brand. If the viewer can see themselves in a brand's imagery and copy, they're more likely to believe that the product or service is truly catered to them, which increases trust and authenticity. This trust can then be translated into higher sales figures, as consumers who understand and trust a brand's information are more willing to purchase.

Images play a critical role in influencing consumer perception which, in turn, influences their purchasing behavior. By utilizing imagery, businesses evoke strong emotions in their audiences. Images can empathize with the audience or serve as aspirational.

The most engaging pictures and videos showcase product details while encouraging consumers to envision themselves using that product, allowing businesses to quickly demonstrate information in a dynamic and immersive experience. Even a simple picture can explain how products work and how they make customers feel.

The Impact of Visual Content on Sales

There's no denying the power visual content has on sales. In one survey, 95 percent of B2B buyers admit watching videos is a key factor in their purchasing process. Furthermore, early 65 percent of consumers watch videos before purchasing, and people are 84 percent more likely to make a purchase after watching a branded video.

Visual content has a measurable impact on sales and return on investment. It reduces cart abandonment rates by providing a more comprehensive representation of products and reassures customers about their choices.

Visually appealing content leaves a lasting impression, encourages repeat purchases, and fosters customer loyalty. By using visuals to showcase products from different angles, demonstrate use cases, or present customer testimonials, you can increase customer confidence and reduce the number of products and services that never make it through your checkout process.

Caroline Petersen is the founder and chief design officer of Gallery Design Studio, a New York City-based design consultancy specializing in B2B AI-driven software companies.