Go back


Infographics and Conversion Rates

Infographics are used to convey information visually.

The standard product page consists of a product image followed by a product description. However, to support product description if you can repeat the most important/differentiating points from your description into product image you will dramatically improve effectiveness. Posted below are some e-tailer examples. As you can see, this strategy works for all types of items- from diaper changers to ballet shoes:

Here is an example of an infographics.
Infographics are used to convey information visually.

Why Infographics Matter

Visitors typically visit a site just once. If you go to your Google Analytics and peek into the Audience –> Overview report you’ll find a pie chart that shows your site’s returning visitor rate.

Here’s mine:

Google Analytics Returning Visitors Optimize Conversion Rates

Even if your return rate is 20% it means 80% of visitors see your site just once.

Those are garbage odds. This means the marketer needs to convey as much information as possible on the first visit itself. Infographics help with this. Here are some more infographic examples:

Here is another infographic example.

Infographics and Picture Stories

The difference between an Infographic and Picture Story is that the infographic contains technical information whereas the Picture Story is used to reinforce the marketing message for the product. See this article for an example of a picture story.

Further Reading

We hope you enjoyed this article about using infographics to maximize your conversion rates.

We’ve spent the last 13 years in our marketing lab, experimenting with ways to optimize conversion rates and grow sales. We’re ready to spill the beans.

The following articles will save you 13 years:

— Before revealing the secret that’ll improve conversion rates by 20% let’s zoom out to see the forest for the🌲: Optimize Conversion Rates: A Totally Different Approach

— For every 1,000 product pitches encountered the shopper buys one item (and we’re being generous). You want this to be your product. How do our brains choose? They rely on a ranking algorithm, not dissimilar to the one Google uses for search results. Our conversion copywriting process is designed to get your pitch to the front of the line.

— The link above revealed how to construct the perfect sales pitch. Next, this killer pitch needs to be infused into your product page. We have just one chance to convert this visitor (only 15% of visitors ever return). Read this next: Infusing Your Product Story To Your Product Page.

About Frictionless Commerce

We deliver an unfair advantage to technical product DTC brands (for example, Dyson) by improving advertising effectiveness by 20% in 90 days. This is achieved using a buyer psychology conversion copywriting framework. All paid traffic eventually reaches the product page and this is where we strike. Our process.

If you like doing the hard work yourself, our founder Rishi shares conversion ideas on LinkedIn every day. Connect with him here.

If you want to make your life easier and still increase conversions, jump on a call.

Comments 6


Interesting and attractive idea but I am reluctant to include text (solely) in my product images because search engines do not (yet) index this text, and so the important relevance signals from this text are lost. I doubt that the img alt tag would be of much use as a substitute for the lost textual content. An SEO-acceptable version of this idea would be awesome.


Hi Ted,

The product page should use the image format above while keeping the existing product description. Based on your comment I’ve updated the language above to– However, to support product description if you can repeat the most important/differentiating points from your description into product image you will dramatically improve effectiveness.

Thanks for the comment!




Rishi, great post. I think it would be interesting to better explore the economics of the production of these types of images. When does it make sense invest in this type of informative image. Depending on my SKU depth it may or may not make sense to invest in this. A simple ROI model that takes into consideration the improvement in conversion would be a good tie in.

Great work. Keep it up.



Thanks for the comment, Shilo. I agree with your point– “Depending on my SKU depth it may or may not make sense to invest in this.”

I don’t think the retailer needs to make a choice between having all images in this format or none. They can pick and choose. I’d consider this tactic for the following–

1. Products that have a lot of technical specifications/differentiations. Dyson vacuum cleaner is a good example.
2. Product pages with a low look-to-book ratio.
3. Products that generate higher net-margins.

And I’d definitely run this as a test.



This is great stuff – thanks for sharing. mj



Hey Rishi, its a new and attractive idea. May be it will not work well for SEO point of view but surely will attract the users to buy the same.



Cancel Reply
Email will not be published

I like seeing marketing ideas I've never seen before

True or False? ??


Then you are in the right place.

Receive 1 unique conversions idea in your inbox every week. Interested?