Are marketing images damaging your website?

Are marketing images damaging your website?

February 14, 2011 By Gerry McGovern There is growing evidence that traditional marketing imagery reduces the credibility and trustworthiness of a website. Over the years I’ve noticed a development in behavior of customers to traditional marketing material. Large numbers completely ignore the traditional banner advertisement. But for those who do see anything they consider a traditional advertisement, their trust in the webpage is reduced. The more serious the customer is about finding something out about the product or service, the less they trust marketing waffle and vague ‘hero shot’ imagery. I have often heard the refrain “This is marketing. I don’t have time for this.” I was recently told of a test where the link that customers needed was placed as a large button beside an attractive hero shot. The hero shot so undermined the confidence of the customers that they dismissed the page as “not useful” and did not see the button. So, it could be said that instead of banner blindness we now have banner poisoning. Tom Tullis, Fiona Tranquada, and Marisa Siegel of Fidelity Investments, have done some very interesting research on the impact of faces on how customers think of webpages. They tested a piece of text which stated: “Did you know? Increase your 401k contribution from 5% to 7% to get full employer match” In one iteration they placed this text beside a traditional hero shot of an attractive woman. In another iteration they simply placed the text without any face. They tested. With the face included people spent longer viewing. However, while over 90% felt that the statement was accurate when there was...