Image links vs text links: images get the click, text gets the order

Image links vs text links: images get the click, text gets the order
Matched placement, n=12,600 sessions:
— Product image link: 7.8% click-through, 2.0% order rate of clickers
— In-sentence text link: 3.9% click-through, 4.4% order rate of clickers
Images pull twice the clicks but half the intent — people tap an image to "see more," then bounce. Text links are clicked deliberately.
Net EPC came out near-identical ($0.22 vs $0.24), so the real cost is your 24h window: image clicks fill it with browsers.
So what: pair them. Image to grab the impulse browser, text link in the verdict line to capture the decided buyer. Don't rely on image-only blocks.