The other night I went out for Thai.
It’s a new place in my neighbourhood.
There were lots of new, interesting sounding things on the menu, but I was a little hesitant to try anything new. What if it wasn’t good?
So I settled for a trusty Beef Massaman curry.
According to data from DoorDash, it could have been a very different story for the restaurant if I’d ordered delivery through their app.
DoorDash found restaurants who included photos of their meals generated 44% more sales.
Why?
Confusion doesn’t sell.
You don’t want a user reading through a dish’s ingredients and wasting time trying to imagine if it will be tasty.
They will be a lot quicker to order when they have photos to check out and make them salivate.
You know how viewing pictures of good food makes you hungry?
Well photos also build desire and anticipation for clothes, apps and pretty much any product.
After all, we can process visual information a lot quicker and more accurately than through words.
Photos reduce mental load and reduce the chance of a user deciding against your product.
DoorDash found restaurants who included photos of their meals generated 44% more sales.
Why?
Confusion doesn’t sell.
You don’t want a user reading through a dish’s ingredients and wasting time trying to imagine if it will be tasty.
They will be a lot quicker to order when they have photos to check out and make them salivate.
You know how viewing pictures of good food makes you hungry?
Well photos also build desire and anticipation for clothes, apps and pretty much any product.
After all, we can process visual information a lot quicker and more accurately than through words.
Photos reduce mental load and reduce the chance of a user deciding against your product.
Potential customers want to visualise using your product.
Make it as easy as possible for them.
Your landing page should centre around a few photos or a video that succinctly convey(s) your product’s most valuable use case.
Aim to get visitors understanding the most important aspect of your product within 5 seconds of being on your website.
Simple but very effective.
Also, as always there is nuance. I’m not saying that quick visualisations are always best. There’s reason I still write conversion examples.
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