The visuals you use on your website are meant to provide a fun, enriching experience, but they’re also meant to drive action.
Your ultimate goal for creating a gallery full of sea life might be to get people to visit your aquarium. Your summer style gallery might really be there to sell tickets to fashion week. You’re trying to encourage people to take a specific action, but you want to let them make the decision themselves.
That’s where pinning comes in handy.
Setting the order of the visuals in your galleries adds a layer of editorial control, allowing you to tell more compelling stories and create more paths to conversion.
Here are three ways to use pinning to generate clicks in key places.
1 | Lock CTAs in prime positions to increase conversion opportunities
The more people see your CTAs, the more chances you get at a conversion. That doesn’t mean inundating them with pop-ups and obtrusive prompts, it just means making sure that CTAs are seen when it makes sense. On your website, it can be as easy as bumping a marquee photo up in the pecking order to increase the chances that people will see the attached CTA.
(If you’re looking for a click-worthy photo to pin, you can always use our visual content analytics to find one.)
If, for example, the Art Gallery of Ontario wanted to post a gallery on the Yayoi Kusama: Infinity Mirrors exhibition, they could easily add a CTA to one of the photos and pin it to the top of the gallery, knowing that people are likely to click in the first row when they’re first exploring the page.
Now, with that photo locked in place, more people will see the link to the booking page.
2 | Create branded tiles for in-gallery promotion
Pinning also opens the door to more direct influence in a gallery. If you replace one of the images with a promotional tile, you create a shorter path to conversion, ensuring that as soon as people are ready to act, they can. It’s almost like adding a TL;DR section to your gallery.
Pinning a promotional tile as a lead-in to a gallery is an easy way to prime people to take action.
3 | Use grid layouts to tell stories
Pinning allows you to tell stories, which foster engagement. Like a magazine editor laying out a spread, pinning gives you the ability to create a visual narrative. Changing the order of the photos completely changes the story you’re telling.
Take this gallery, for example.
It’s got all the elements of a fun summer getaway: cold drinks, pretty landscapes and people doing fun things.
But what’s the story it’s telling – “summer is fun”? That might be enough to get someone to engage, but there’s a much more compelling tale to be told here.
Simply by pinning the photos to create themes for each row, the gallery suddenly becomes a day in three acts: watch the sun rise, surf all day, then enjoy a mojito.
By using pinning to create a narrative, website visitors will go from seeing your visuals as fanciful ideas to a realistic itinerary.