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5 tips to increase conversions using Facebook Product Ad images (2021)

Written by Ben Culpin, Posted on March 8, 2021
(Last Updated: March 08, 2021)

You might feel like you've tried everything already.

Improving your ads' headlines, adjusting copy, trialing different ad placements with different audiences.

Yet conversions still aren't increasing.

Something to consider then might be your Facebook ad images. You see, around 80% of your Facebook Ad’s real estate is dominated by images, so ensuring that it is optimized to be as eye-catching and engaging as possible makes absolute sense.

And in this post, we'll take a look at some ways to make them more appealing to your audience.

  

1. Test extra factors like logos and recognizable branding

A tailor-made design is an ideal way to take ownership of ads and make them stand out more clearly
above the "noise" of other ads on Facebook. In addition, it can be used to highlight the brand through your logo and company colors, which captures the user's attention.
 
This is even more relevant when it comes to Facebook Dynamic Ads, as these are often displayed to previous visitors who have a prior knowledge of your brand and therefore a greater chance of recognizing and responding to your brand's ads.
 
Surface-pro-facebook-ad-1
 
Remember, Facebook ads are paid per. view, so it's about grabbing every chance to show your value (both directly through sales and indirectly through branding).
 

To get the most attention with your ad, you need to choose what element of your ad it is which you most want your viewers to see.

  • The product?
  • The brand?
  • The message?
  • The campaign?
  • Something else?

The hierarchy will change depending on your specific goals. Therefore your priorities should too. 
There is no formula for what the most important part is, you just have to split-test your way to figure it out - see point number 5!

 
 

2. Add promotional messages

The messages you add to your Facebook ads don't just have to be included in ad copy. Adding relevant labels to your ad images will not only make them more eye-catching but will bring home the message you want to get across. 

Image-Transformation

Particularly around major holidays, you might be surprised at the number of brands who run Facebook ads that add these relevant messages to their product images. Simple, familiar phrases like free shipping” “Best seller” or “Black Friday sale” will draw the eye and will be more likely to lead to conversions.

 

Best seller

3. Show discount pricing

You have, on average 1.7 seconds to get the user’s attention, so the more visibility you can immediately create, the more likely you will succeed with your goal of increased conversions.
 
Giving a visual overview of the discount you are offering provides your viewer with an immediate idea of how much they are saving by clicking through to your product.
 
 
 
 
By including the discount percentages which a shopper was gaining by clicking on the ad, one client was able to increase Facebook conversions by 15% in a year.
 
Some of the colors used on the brand’s own website were also displayed, thereby strengthening the continuity between the ad and the website experience. 

 

 
Anonym results-1
 
 
 
Image Transformation Client Case
 

 

4. Use Contrasting Colors to Grab Attention

We mentioned that branding and logo were crucial to a Facebook ad increasing conversions.

But if your ad image features colors that blend with Facebook’s color scheme, there is a big chance that it will disappear on the page.

That's why featuring colors that contrast and stand out on a page, will make sure that your users will notice it.

Adding bright, orange borders to your product images will make your images pop. Don't believe me? Check out the image below. Orange is complimentary to blue and therefore gives the greatest contrast to Facebook’s color scheme.

color
(Image courtesy of Buffer)

 

 

5. A/B Test your changes 

The tips mentioned so far have all proven to increase conversions time and time again. But if you don't measure what you are changing, how will you know what had the greatest effect?

A/B Testing is the final building block of increasing conversions. You need to proactively monitor your ads performance and stats to optimize and improve your CTR.

Watch its metric performance for a set period of time to determine which variation performed the best, and then take actions accordingly.

Split testing 2020

 

 

 

A test could for instance be to explore the difference between using social proof or informing about the benefits of the product.

Aside from the product, which is generally front and center, the background is actually what takes up most of the space in your ad.

Not only is it a shame to waste the potential that offers—a plain white background is also often one of the primary factors making an ad ‘boring’.


In short, it gets in the way of your ad standing out among the rest.

Instead, a relevant background can:

  • Highlight the product
  • Display the product in a relevant setting
  • Create a more seamless experience
  • Improve the general attractiveness of the ad as a whole
  • Better draw in the customer
  • Help the customer decide whether the product is something for them


Related: Want an audit of your Facebook Product Images? Get a free audit with WiseMetrics

 

Choose the right tool to help boost Facebook Ad conversions 

If you are running multiple Facebook ads for lots of different products it's going to be a long and time-consuming process to try and improve your ad images one by one with some of these tips.

That's why WakeupData have created a tool that lets you apply these eye-catching borders, logos, pricing, promotional text and more to a single image template. 

Those templates can then be easily applied to all other relevant products in that ad set.  

Let's say you are running a one-time offer for post-christmas sales for certain branded items in your feed. With an image transformation tool you simply create a template and apply it to those items which contains the brand and details of the promotion. Then you can sit back and watch those conversions begin to increase!

Image Transformation 2020 (2)

Try it out now