A picture can be worth 1,000 words, but what happens if it's worth so many bytes that your page loads too slowly? That's where AVIF image conversion steps in.

People have short attention spans so, as TUI can show you the faster a page loads, the more likely it is your users will stay and complete their purchases.

Faster page loading times will also improve your SEO performance, helping you to get in front of those customers in the first place.

To help our customers build beautiful, image-filled, digital experiences that convert clicks/views/etc into customers without sacrificing page loading time, the Image API now supports AVIF format conversion.

AVIF delivers high quality images with smaller file sizes and is fully supported by Chrome, Firefox and Android.

The image conversion happens entirely at the API level, so your content teams can continue to upload the same formats they use now, but still reap the rewards of faster load times and improved SEO rankings.

To learn more about working with images in Contentful, you can read our blog, and to start using AVIF format conversion, you can check out our Images APIdocumentation now.