Whether it’s organizing professional photos of specific tourist attractions or finding user-generated content, visuals play a major role in destination marketing. And as a destination marketer, you spend plenty of time and effort into creating and curating visuals for your website.
But how do you know which visuals are helping you meet your website and marketing goals most effectively?
Unless you’re closely tracking the impact of all those visuals, you won’t get a clear sense of your ROI.
Never fear — we’ve rounded up a few ways you can test and track the imagery on your website to ensure you get the most ROI out of your visual content marketing efforts.
A/B testing: Test more than just different photos
If you’re like most destination marketers, A/B testing is nothing new for you. You’re very familiar with doing something like A/B testing the hero image on your Restaurants page to see whether a photo of, say, a juicy burger or a big bowl of pasta results in a higher time on page.
While testing out different photos is a great first step for A/B testing, we recommend branching out to take it a step further.
Rather than simply comparing traction between two different photos, try out different image formats as well. For example,
- Compare the results of a hero image versus a hero video
- Stack up the impact of static images against an interactive photo gallery (check out Visit Santa Rosa for a great example of a user-generated gallery)
Visit Fairfax A/B tested a user-generated image gallery powered by CrowdRiff on their Restaurants page (against the original, which had no gallery) and gained significant learnings — the page that included a gallery a 351% lift in time on site:
Like Visit Fairfax, testing and tracking your results can yield some great improvements in your visual content marketing ROI, especially when you compare new types of visual content such as galleries.
What’s more, CrowdRiff’s smart galleries are also self-optimizing. That means they automatically update and re-organize based on which visuals in your gallery are getting the most clicks, as well as continually test new imagery you update it with.
That’s one less thing you have to test, knowing that the ROI of any visual content published with a CrowdRiff gallery is always being maximized.
Attach buttons or CTAs into visual content (and track them)
The visuals on your website have been curated and carefully selected to wow any web visitor. In the ideal scenario, a visitor stumbles across one of your images, gets so enamoured with your destination, and decides to take action and book their vacation now (or at least request a visitor guide perhaps!).
Why not make that direct action easier?
To further measure the impact of your website imagery and encourage website visitors to take the next step, incorporate buttons and calls to action (CTA) directly on those visuals — then track the click-through rates.
Using a tool like CrowdRiff, you can attach a link and button to any photo or video in your gallery straight through the platform.
Kansas Tourism did just that — by encouraging visitors to act while your destination is still top of mind, these destination marketers make their visual inspiration immediately actionable.
As in the above example, destination marketers can pair beautiful images with multiple buttons or CTAs right next to the photo — which on average drives 20% more traffic to tourism partners’ websites and listing pages for CrowdRiff customers. Here, Kansas Tourism offers additional information on ziplining in Kansas and even a way to directly book a tour.
Most importantly, you can also easily track the ROI of these buttons, because CrowdRiff CTAs provide click-through data. That way, you can see directly which visuals are the best traffic drivers. it’s simple to report that important click-through and visitor data back to partners or your tourism board.
If you don’t use CrowdRiff, you can also use Google Analytics to track visitors and clicks for their CTA buttons. Marketers will need to manually create a new event in GA for every CTA they want to track — which can get pretty tedious.
Have a system to connect the impact of specific visuals with specific website goals
When someone signs up for your newsletter, do you have a system in place to tell which visuals they engaged with just before? Do you know which of your visual content (if any!) influenced their decision?
To closely monitor the ROI of your visual content marketing, and get the best understanding of its impact, this is something you can’t miss out on in your marketing strategy.
There are two ways most marketers do this:
1 | Basic manual tracking
If you don’t use a specialized tool, this is what you’re probably most familiar with. For instance, a month after you launch a new version of your website’s homepage, outfitted with the newest imagery, you might compare the conversion rates on that new page versus the rates it gave the month before. If this month your conversions are higher, you’ll make the educated guess that your new imagery is more effective.
However, the downside is that the data you see in Google isn’t directly connected to the imagery you’re using itself — it’s reporting on your homepage overall.
2 | Use a tool like CrowdRiff that integrates with Google Analytics
CrowdRiff integrates seamlessly with Google Analytics, with full event tracking. That means DMOs can deeper insights as to what happens after someone engages with a website visual.
Every scroll, click, and impression is recorded so you can get a more nuanced view of your visitors’ behavior. With GA’s rich data combined with CrowdRiff’s insights, you can answer questions like:
- Which photos do people from a certain state click on most?
- Of the people who sign up for your newsletter or request a visitor guide, how many interacted with a CrowdRiff gallery first, versus those who did not?
- Which source of traffic to your website (social vs. organic, for example) interacts with your website imagery the most?
CrowdRiff’s Google Analytics integration unlocks a goldmine of information about what impact your imagery has on visitor behavior, allowing you to test, track, and better understand the ROI of your website’s visual content.
And even for those who aren’t as Google Analytics-savvy, CrowdRiff provides insights and analytics within the platform too.
With just a click you can look up performance data for every gallery to see what’s getting traction with (and converting) your visitors. Check out a visual’s number of views, interactions, and engagement rate and easily compare that data to other images and galleries without ever leaving the platform.
Boost the ROI of your visual content marketing
As you can see from the previous examples, destination marketers have multiple tactics they can implement to track the impact of all the images they use day to day. One you have a deeper understanding of what visuals gain the most traction (and why), you can replicate your successes to better meet your goals.
More than 300 DMOs use CrowdRiff to help find the imagery to boost and track the ROI of their visual content marketing. See how CrowdRiff can help you make your website a better conversion tool today!