Can Graphics Ever Help?

[The Oilman]

I do not like writing copy. And, although I should be fixing mine up.. I am not.

INstead, I am considering changing graphics.

Now, I dont think John Carlton would approve.
Nor would Eban Pagan, who used super plain sites and made fortunes.

But do cool graphics ever help?

I know the common response would be: ONLY if the images help sell the product better.

But, not sure if they will.

But to me, *I* personally like prettier stuff. Like thebestspinner.com. That header image was instantly charming to me. And I think it helped me buy the product.

Thoughts?

Anyone know of any minisite designers who actually really do improve conversions?

[onlinetradetraining]

Rule of thumb is that graphics are used to accentuate the existing copy.

I don't think brighter/better looking graphics will solve your problem if you're seeing problems with conversions.

[Pusateri]

Graphics are the supporting actors. The copy is the star.

That's the case in your example site. The layout and graphics make the copy easy to digest.

The header image is professional and illustrates metaphorically what the product does. It does no actual selling, but functions as a currency of credibility.

Imagine the page with just that image and a buy button. Now imagine just the video and a buy button. Now just the copy and a buy button. Which of those is stronger? That's what's doing the heavy lifting.

[Danielle Lynn]

Originally Posted by Pusateri

Graphics are the supporting actors. The copy is the star.

That's the case in your example site. The layout and graphics make the copy easy to digest.

The header image is professional and illustrates metaphorically what the product does. It does no actual selling, but functions as a currency of credibility.

Imagine the page with just that image and a buy button. Now imagine just the video and a buy button. Now just the copy and a buy button. Which of those is stronger? That's what's doing the heavy lifting.

Very well said. Using only graphics to sell is like asking if you can try to get people to buy a blank book as long as the cover art knocks their socks off.

[Ken_Caudill]

Graphics can make a huge difference. The layout of your site and the choice of colors is important. Of course they should support the copy, but their importance is often overlooked.

Your site is your virtual place of business. People judge it just like a real time office or store.

Do a little research on the psychological effects of color and eye movements on a page.

You'll see.

[Mr. Subtle]

Originally Posted by DanielleLynnCopy

Using only graphics to sell is like asking if you can try to get people to buy a blank book as long as the cover art knocks their socks off.

You're too young to know the name Frank Frazetta. Book publishers used him to create cover art for books because they knew the books would be big sellers based on his art alone.

[Danielle Lynn]

Originally Posted by Mr. Subtle

You're too young to know the name Frank Frazetta. Book publishers used him to create cover art for books because they knew the books would be big sellers based on his art alone.

You're right, the name didn't ring a bell. I looked him up, beautiful art. Having a brand or type of artist design the cover is a commonly practiced publishing technique. People associate that art work with a previous book they've enjoyed, therefore expect the writing to be the same, and make a purchase.

My point was if you only had visual elements, and no writing in the book or crappy writing, that ploy will fail or die out very fast.


Now, onto OP's original question Can Graphics Ever Help?

Having a strong visual element is part of the sales tree.

Get the product/service in front of people > Have it catch their attention > Close the deal through persuasive and engaging writing > Purchase

In internet marketing, you can translate the above as:

SEO/PPC > Design/Formatting > Persuasive Sales Copy > Purchase

Yes, graphics and design help, but ultimately it's about making the page appealing and guiding them to read your copy. If you have a very plain, non-html page with some words, people may not take you seriously and click away. But if you simply have a lot of pretty images with copy that reads "Welcome to my site" well, you won't close any deals.

Hope that helps

[Mr. Subtle]

Originally Posted by DanielleLynnCopy

My point was if you only had visual elements, and no writing in the book or crappy writing, that ploy will fail or die out very fast.

My point was that's exactly what publishers did. They paid HUGE bucks for his art (he may have been the highest paid book cover artist in the 70s-80s) and put it on crappy books. His fans bought any book where his art appeared and never read the book.

I saw some of his paintings (used as book cover art) selling for between $400,000-$500,000 at the San Diego Comicon back in the late 90s.

You can't judge a book by it's cover, but Frazetta proved you can sell a ton by the cover alone.

[Danielle Lynn]

Originally Posted by Mr. Subtle

My point was that's exactly what publishers did. They paid HUGE bucks for his art (he may have been the highest paid book cover artist in the 70s-80s) and put it on crappy books. His fans bought any book where his art appeared and never read the book.

I saw some of his paintings (used as book cover art) selling for between $400,000-$500,000 at the San Diego Comicon back in the late 90s.

You can't judge a book by it's cover, but Frazetta proved you can sell a ton by the cover alone.

Sounds like they had a good thing going. But as you put it, he had a following. Which means the ends for the fans was not the book itself, but collecting the books with these covers on it.

Now, if nameless guy x does that, it's unlikely he'll replicate that success without some excellent strategy.

And could you imagine how many MORE Frazetta-illustrated books would have sold if the content matched the caliber of the covers?