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There are many tools in Internet gambler data marketing that simplify the relationship between the buyer and the seller. Everyone is interested in numbers and instant results, which inevitably affects the work of copywriters and designers. Read on to find out how this trend is reflected in the content of modern websites.

Creative concepts in advertising messages are gradually becoming a thing of the past. Now they can be found only in large well-known companies such as Nike, MasterCard, McDonald's. Small and medium-sized businesses that try to use creativity most often do so ineffectively. How can the first screen of a landing page be made so that it influences the user's decision to buy?

According to research by our colleagues in the industry, 90% of landing pages contain three types of images:

1. Image of the process of manufacturing a product or providing a service:

Image of the driveshaft repair process on the first screen
2. Image of the result of using the product/service:

Image of permanent makeup service
3. Image of the product itself:

Product image using a pyrolytic unit as an example
These are classic techniques that designers have long used and that customers are accustomed to. But let's look at a fundamentally different approach to choosing first-screen images based on the client's associations and pain points.

Example 1. Belgravia Group (real estate sales)

In this case, let's not get distracted by copywriting, but go straight to the headline-image connection. The designer focused on the needs of the target audience, their ultimate goal of buying real estate - breakfast with the family. The sun is shining, the children are smiling - what else do you need for happiness?

Example 2. Uniqlo AlRism (comfortable clothes)

It is known that this web page was promoted in Singapore. The average air temperature here is +26 degrees with a relative humidity of 70-90. Thus, the main problem of local residents and tourists is excessive sweating. The creators of the landing page played on this, using a good headline "When we are hot, our bodies cool themselves" and a well-chosen picture.

Example 3. The Fit Mother (fitness for busy moms)

In this case, it is clear from the first screen what the company offers thanks to the indication of the product itself in the text logo and title. The designer accurately depicted the pain itself with the help of a photo of a young mother who has difficulty holding her child in her arms. It has everything: motivation to get her muscles in order, a reflection of the woman's poor physical condition, happy children.

Example 4. Treatment of alcohol addiction

After studying the target audience, it becomes clear that the main character of the landing page for treating alcohol addiction is the suffering wife of an alcoholic. In this case, the offer is developed specifically for her needs. The background image visualizes the woman's fear of potential aggression from her drinking spouse.

Conclusion
To increase conversion with an image, use an emotional association. Forget about template solutions - test this option. After all, the buyer of your product or service has a specific goal, and it can always be reflected in the design.

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