Visual Studies Of Web Marketing

Web Examples Of Visual Elements In Online Marketing

When it comes to the specific way or ways that human beings visually interact with websites, little research has yet entered the mainstream of marketing ‘best practice’. Of course, large corporations invest a great deal of financial resources on researching how consumers interact with shelf packaging in terms of colors, scale, fonts, images and positioning (think shelf height), it seems that the same level of detail has not yet been applied to website interaction.

In this piece, I will use a number of specific example websites and consider them in the context of how we human beings might perceive and interact with certain individual websites. It is necessary to point out though that human beings are highly subjective creatures and massive generalisations are risky. Nonetheless, some baseline visual or optical principles can be considered when analysing, albeit fairly unscientifically, a number of websites.

If we take, for example, this particular website on the topic of chiropractic marketing, we can observe certain key factors are apparent. In a more ‘retail style’ site, the emphasis here is on the video ‘above the fold’ of the screen and videos are proven to be one of the most consistent methods for increasing visitor time on any site. Moreover, in marketing terms, videos can allow potential customers to ‘connect’ with a specific personality - such as a motivational speaker - who effectively becomes the figurehead of that company in a way that large corporations cannot.

Another sample site for our consideration is this more pared down, offer driven site about chiropractic marketing. Here, a specific offer in the form of a question is the first element to visually ‘hook’ the reader, just as a video was used in the previous example website to achieve that goal. From a visual perspective, it is already becoming obvious that a singular ‘look at me’ thematic element is vital in connecting with the reader’s first impression when they land on a website. Even if a site is ‘ugly’ (again a subjective judgement) or visually incongruent, the use of a single ‘hook’ element can overcome any aesthetic concerns.

If we observe and analyse another website in action, this one in the payday loans niche, we can see the repeated motif of the “Apply Now” image whereby the inducement to act is difficult to avoid, at least on a visual level. The fact that the same button image appears for that term several ties above the fold also aids in reinforcing the imperative to take action. As we can see from the three sites already analysed, different visual or optical elements have been used in each case to ‘grab’ the visitor to each site and there is a considerable amount to be learned from these particular examples, as will be the case on further site examples below.

Conversely, this specific website on building inspections Melbourne uses a still human image of the blogger to establish a friendly connection with the visitor and as we saw with the earlier video example, that can be an effective means through which to begin the establishment of some rapport. In fact, even in purely visual and aesthetic terms, rapport – be it real or perceived – is an essential element in most successful marketing. Hence, we see so much advertising feature the ‘Everyman’ or ‘Everywoman’ character who overcame a particular struggle or issue through the use of a certain product. Emotional rapport begins with the visuals and it is important to keep that in mind with any website.

Property websites also constitute another area wherein much can be learned from the practice of webmasters and web developers there. For instance, this site about San Diego Real Estate, harnesses the tremendous flexibility of WordPress, a blogging platform that now has a user base (probably) in the hundreds of millions. Though not specifically designed for online marketing from the beginning, WordPress has gone on to become the standard platform across many business niches and sectors. On the other hand, this site example on Manhattan Real Estate Homes works on a more customised basis and therefore has less of a sense of a modified visual template than a conventional WordPress site.

Another positive approach is to visually connect a commercial website with the best-known attributes of a particular area. This Floridian site about Miami Beach Real Estate Condos therefore utilises a predominately blue-based aesthetic approach to parallel the aquatic appeal of Miami and the beachside lifestyle for which the area is famous. A personality representing the business is also present as discussed above with the other site examples.

If we return to sunny Southern California, this site on San Diego Real Estate & Homes uses many of the visual elements above but also includes a script-based search facility whereby visitors can narrow down to specific listing information based on precisely what types of properties they are looking for, in which areas and within certain price ranges. Obviously here there is a challenging intersection between purely visual site design and the imperative need for functionality, depending on the market sector. In short, of all of the sites that I have studied in this fascinating process, function can never be overlooked for the sake of purely spectacular visual design – albeit with very few business sector exceptions (art galleries and interior designers to name two).

The final property website that I would like to use in this analysis is one that successfully combines virtually all of the ways that I have previously outlined. This website on Philadelphia Real Estate works at the level of a personality representing the company, its image and values in addition to the functionality of property search, the iconography of Philly itself (and relevant homes and apartments of course) and short, succinct contact points or calls to action. Clearly there are many visual elements that need to be conveyed in a site like this and this example combines those functions (including of course the need for it look professional and well-designed) in a sound fashion.

The last contender for this visual analysis is a site on laser cutting software, arguably an unusual niche but one vital to steel-related industries and further proof that it isn’t the particular business area that a site exists in that matters, it’s how well their visual, marketing, brand-build and functionality goals are achieved. At least for our learning and educational purposes anyway. For this site, interestingly here we can observe an integrated autoplaying, speaking video of a company spokesperson effectively beginning the process of engagement on the site – in a way, beginning to tell their story but doing so in a way that correctly focuses on the specific benefits that their product can offer to targeted visitors to their site.

Hopefully this has proven to be a beneficial exercise in assessing or even considering different visual elements on various commercial websites and how your business site or sites might be improved to enhance engagement with your daily visitors in a way that considerably boosts your conversion rates.