Whether you’re creating the layout and graphics yourself or outsourcing the task, ask yourself these questions about the finished product:
- Does the layout and design look professional and make a good impression?
- Does the graphics/design capture the essence of the product, content or website? Are the graphics relevant?
- Are the graphics eye-catching?
- Are the graphics simple (e.g., users can understand them with one quick glance)?
- Do the graphics integrate your branding where applicable?
- Are the graphics oriented in a way that draws the viewer’s eyes in and naturally leads them to looking at the text on the page?
If you have a particularly important graphic – such as an ecover graphic that you’re using to sell a product – then don’t just use your intuition and preferences to decide if a graphic is good enough. Instead, have your designer create multiple images, and then test these images to see which ones produce the best results.
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The key to this sort of split-testing is to be sure that the ecover graphic is the ONLY difference between the two sales pages that you’re testing. The title of the product, the price, the headline, the call to action, the overall design of the website and everything else should remain exactly the same. That way, if there is a difference in conversion rates, you can be certain that it’s due to the graphic (and not some other variable).
Remember, presentation is just as important as information. That’s why you’ll want to invest time and money in making your products look great both on the inside and outside. And you’ll want to create a great impression with professional graphics in all your communications, including emails, blog posts, social media posts, slide shares, videos and more.
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