{"id":1535,"date":"2011-05-18T15:43:22","date_gmt":"2011-05-18T10:13:22","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=1535"},"modified":"2026-01-16T11:37:04","modified_gmt":"2026-01-16T06:07:04","slug":"human-landing-page-increase-conversion-rate","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/","title":{"rendered":"Do Human Photos Increase Website Conversions?"},"content":{"rendered":"\n<p>Do human photos distract users? Do they create a deeper emotional connection?<\/p>\n\n\n\n<p>Or do they have zero net effect?&nbsp;<\/p>\n\n\n\n<p>In this article, we\u2019ll take a look at how using photos of humans across your website can impact conversion rates. But before reading, have a guess: do you think human photos have any subconscious effect on visitors? We can <a href=\"https:\/\/vwo.com\/ab-testing\/\">a\/b test<\/a> it out.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/vwo.com\/landing-page-optimization\/#guide-download\"><span style=\"text-decoration: underline\"><strong><em>Download Free: Landing Page Optimization Guide<\/em><\/strong><\/span><\/a><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"What does the research say about human photos on websites?\" id=\"what-does-the-research-say-about-human-photos-on-websites\" data-menu-id=\"what-does-the-research-say-about-human-photos-on-websites\" style=\"text-align:left\"><strong>What does the research say about human photos on websites?<\/strong><\/h2>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"180\" height=\"135\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/small-pc.jpg\" alt=\"image of Paras Chopra, founder of Wingify\" class=\"wp-image-1543\" style=\"width:296px;height:auto\" title=\"small-pc\" \/><\/figure>\n<\/div>\n\n\n<p>There has been significant scientific research on this topic, particularly for eCommerce websites. When considering a purchase decision, a key challenge issue online is trust. How do you gauge if a particular website is trustworthy? Taking lessons from TV advertising and general marketing principles, you may think that associating photos of people with products engenders trust.<\/p>\n\n\n\n<p>Of course, <em>human photos = increased trust<\/em> is just a hypothesis. But is it really true?<\/p>\n\n\n\n<p>To answer this, we analyzed several research papers which are published in peer-reviewed scientific journals. Following are some of the most relevant ones (along with excerpts):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The Human Face of E-Business: Engendering Consumer Initial Trust Through the Use of Images of Sales Personnel on E-Commerce Web Sites: <em>initial trust was found to be enhanced for websites employing photographs and video clips compared to control Websites lacking such images<\/em><\/li>\n\n\n\n<li>Shiny happy people building trust?: photos on e-commerce websites and consumer trust: <em>trustworthiness of low-trust sites can be boosted by adding a photo<\/em><\/li>\n\n\n\n<li>Exploring Human Images in Website Design Across Cultures: A Multi-Method: <em>results indicate that websites with images that include facial characteristics are more positively received by users than images with no facial features or no human images at all<\/em><\/li>\n\n\n\n<li>Trust at first sight? A test of users\u2019 ability to identify trustworthy e-commerce sites: <em>a photo only had an effect on participants\u2019 first impression of a vendor<\/em><\/li>\n<\/ul>\n\n\n\n<p>Not just scientific research, <a href=\"https:\/\/vwo.com\/ab-testing\/\">real-world A\/B tests<\/a> also corroborate the hypothesis of human photos <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/\">increasing conversion rate<\/a>. Two of our customers used our <a href=\"https:\/\/vwo.com\/blog\/ab-testing-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">A\/B testing tool<\/a> (<a href=\"https:\/\/vwo.com\" target=\"_blank\" rel=\"noreferrer noopener\">VWO<\/a>) to test the presence of human photos and its impact on conversions. The following sections detail what they did and what they found out.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png\" alt=\"Blog Banner A\/B test images\" class=\"wp-image-59481\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Blog-Banner_Do-Human-Photos-Increase-Website-Conversions_.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Photos vs paintings (A\/B test #1)\" id=\"photos-vs-paintings-a-b-test-1\" data-menu-id=\"photos-vs-paintings-a-b-test-1\" style=\"text-align:left\"><strong>Photos vs paintings (A\/B test #1)<\/strong><\/h2>\n\n\n<p>Medalia Art sells Brazilian and Caribbean art online created by famous local artists. They decided to test what would happen if paintings were replaced by the artists\u2019 photos.<\/p>\n\n\n\n<p>The goal for this A\/B test was to increase visitor engagement (defined as a click on any link on the homepage; it is the inverse of the bounce rate). They didn\u2019t use sales as a conversion rate as many of their sales happen after interaction on the telephone with the customer.<\/p>\n\n\n\n<p>Here are the screenshots of the control (paintings) and the alternate version (photos).<\/p>\n\n\n\n<p class=\"has-text-align-center\"><em>\u2013 Original (with paintings)-<\/em><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"403\" height=\"246\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/control_small.png\" alt=\"the control version of the test showing paintings\" class=\"wp-image-1536\" title=\"control_small\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/control_small.png 403w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/control_small.png?tr=w-375 375w\" sizes=\"(max-width: 403px) 100vw, 403px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center\"><em><em>&#8211; Variation (with photos)-<\/em><\/em><br><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"415\" height=\"237\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/winning_small.png\" alt=\"the variation version of the test showing real life photos\" class=\"wp-image-1537\" title=\"winning_small\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/winning_small.png 415w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/winning_small.png?tr=w-375 375w\" sizes=\"(max-width: 415px) 100vw, 415px\" \/><\/figure>\n<\/div>\n\n\n<p><em>Results:<\/em> Medalia found that with paintings the conversion rate was 8.8% but if paintings are replaced with artist photos, the conversion rate increased to a whopping 17.2%. That\u2019s an <strong>increase in conversion rate of more than 95%<\/strong>! Clearly showing your product is important, but showing the faces of people to humanize the purchase experience can increase conversion rates.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/vwo.com\/landing-page-optimization\/#guide-download\"><span style=\"text-decoration: underline\"><strong><em>Download Free: Landing Page Optimization Guide<\/em><\/strong><\/span><\/a><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Photo v\/s generic icon (A\/B test #2)\" id=\"photo-v-s-generic-icon-a-b-test-2\" data-menu-id=\"photo-v-s-generic-icon-a-b-test-2\" style=\"text-align:left\"><strong>Photo v\/s generic icon (A\/B test #2)<\/strong><\/h2>\n\n\n<p>Another VWO user, Jason Thompson, conducted an A\/B test on the contact section of his blog to see if replacing an icon with his own photo would lead to more people contacting him. Following is a screenshot of the original and variation:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"497\" height=\"345\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Case-study_Do-Human-Photos-Increase-Website-Conversions_.png\" alt=\"Case Study Do Human Photos Increase Website Conversions\" class=\"wp-image-59486\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Case-study_Do-Human-Photos-Increase-Website-Conversions_.png 497w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Case-study_Do-Human-Photos-Increase-Website-Conversions_.png?tr=w-375 375w\" sizes=\"(max-width: 497px) 100vw, 497px\" \/><\/figure>\n<\/div>\n\n\n<p>Results show that the version with Jason\u2019s photo generated <strong>48% more conversions<\/strong> than the generic icon. Again, these results are statistically significant.<\/p>\n\n\n\n<p>Jason commented on the test results:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>People want to connect with other people emotionally, the photo makes that emotional connection so much easier and as the test is proving, drives people to the contact form more than a nondescript icon.<\/em><\/p>\n<\/blockquote>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"So, should you use human photos on your website?\" id=\"so-should-you-use-human-photos-on-your-website\" data-menu-id=\"so-should-you-use-human-photos-on-your-website\" style=\"text-align:left\"><strong>So, should you use human photos on your website?<\/strong><\/h2>\n\n\n<p>Here are some key conclusions about human photos on websites:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Human photos on a website do have a positive impact on visitor\u2019s first impression of trustworthiness<\/li>\n\n\n\n<li>Human photos with a focus on the face have a much better impact (as the emotional connection is stronger)<\/li>\n\n\n\n<li>Photos should be \u201creal\u201d. Visitors can tell when you are using stock photos, and this can reduce trustworthiness<\/li>\n<\/ul>\n\n\n\n<p><strong>The most important conclusion<\/strong>, however, is that human photos are not a panacea for all websites. The best method is always to A\/B test photos vs no photos on your website.&nbsp;<\/p>\n\n\n\n<p>VWO&#8217;s visual editor makes it easy to make changes to your website. Below is a quick overview of its capabilities.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Visual Editor | Introduction to Visual Editor\" width=\"690\" height=\"518\" src=\"https:\/\/www.youtube.com\/embed\/VeaGsNfJGok?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Introduction to VWO &#8216;s visual editor<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Banner_-Do-Human-Photos-Increase-Website-Conversions_-1024x536.png\" alt=\"Banner  A\/B Test Images\" class=\"wp-image-59483\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Banner_-Do-Human-Photos-Increase-Website-Conversions_-1024x536.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Banner_-Do-Human-Photos-Increase-Website-Conversions_-1024x536.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Banner_-Do-Human-Photos-Increase-Website-Conversions_-1024x536.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/07\/Banner_-Do-Human-Photos-Increase-Website-Conversions_-1024x536.png?tr=w-375 375w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Do human photos distract users? Do they create a deeper emotional connection? Or do they have zero net effect?&nbsp; In this article, we\u2019ll take a look at how using photos of humans across your website can impact conversion rates. But before reading, have a guess: do you think human photos have any subconscious effect on&#8230;<\/p>\n","protected":false},"author":14,"featured_media":56956,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":4,"footnotes":""},"categories":[1860],"tags":[],"feature":[1852,10526],"industry-type":[],"product":[10626],"role":[],"region":[],"class_list":["post-1535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-landing-page-optimization","feature-ab-testing","feature-experimentation-platform"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Do Human Photos Increase Website Conversions? | VWO<\/title>\n<meta name=\"description\" content=\"Do you want to know why adding human photos on your website will improve the conversion rate for your landing pages. Read this post.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Do Human Photos Increase Website Conversions? | VWO\" \/>\n<meta property=\"og:description\" content=\"Do you want to know why adding human photos on your website will improve the conversion rate for your landing pages. Read this post.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vwoofficial\/\" \/>\n<meta property=\"article:published_time\" content=\"2011-05-18T10:13:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-16T06:07:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/OG-image_Do-Human-Photos-Increase-Website-Conversions.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Paras Chopra\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@paraschopra\" \/>\n<meta name=\"twitter:site\" content=\"@VWO\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paras Chopra\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/\"},\"author\":{\"name\":\"Paras Chopra\",\"@id\":\"https:\/\/vwo.com\/blog\/#\/schema\/person\/6a4fd0d62df48bca6a31f484f7c4e5b6\"},\"headline\":\"Do Human Photos Increase Website Conversions?\",\"datePublished\":\"2011-05-18T10:13:22+00:00\",\"dateModified\":\"2026-01-16T06:07:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/\"},\"wordCount\":791,\"publisher\":{\"@id\":\"https:\/\/vwo.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/Feature-image__Do-Human-Photos-Increase-Website-Conversions.png\",\"articleSection\":[\"Landing Page Optimization\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/\",\"url\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/\",\"name\":\"Do Human Photos Increase Website Conversions? | VWO\",\"isPartOf\":{\"@id\":\"https:\/\/vwo.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/vwo.com\/blog\/human-landing-page-increase-conversion-rate\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2011\/05\/Feature-image__Do-Human-Photos-Increase-Website-Conversions.png\",\"datePublished\":\"2011-05-18T10:13:22+00:00\",\"dateModified\":\"2026-01-16T06:07:04+00:00\",\"description\":\"Do you want to know why adding human photos on your website will improve the conversion rate for your landing pages. 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