7 secrets of hero shot images that drive epic conversions
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People form first impressions about web pages in about 1/20th of a second. That's crazy fast! Obviously visuals play a huge part. How do you make a featured image into a compelling hero shot that actually aids conversion? In this presentation, our guest, Angie Schottmuller of Three Deep Marketing, talks about optimizing hero shots that engage and inspiring prospects to take the desired action on your web pages [and offline marketing as well].
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7 secrets of hero shot images that drive epic conversions
- 2. About Visual Website Optimizer ● A/B testing personalization platform for marketers ● Customers include JustFab, Dafiti, ShoeDazzle and 3700 others ● https://vwo.com ● http://twitter.com/wingify
- 6. PEOPLE FORM FIRST IMPRESSIONS about other PEOPLE in 100 milliseconds That's 0.1 or 1/10th of a second. Source: Princeton University Research Study 2006, Reference: ConversionXL.com, Image source: reddit.com attractiveness, likeability, trustworthiness, competence, aggressiveness :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar
- 7. PEOPLE FORM FIRST IMPRESSIONS about WEB PAGES in 17‐50 milliseconds That's 1/59th ‐ 1/20th of a second. Reference: ConversionXL.com, Google Research 2012. Image source: cheapwebdesign.co.uk 2‐6X FASTER :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar
- 12. HOLDING OUT FOR A HERO... :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar
- 20. 7 Hero Shot Persuasion Factors 1. Keyword Relevance 2. Purpose Clarity 3. Design Support 4. Authenticity 5. Added Value 6. Desired Emotion 7. Customer "Hero" :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ] [ Hero Shot Featured Image ] Web Form Heading Resource benefit one Another cool benefit Memorable benefit Get the FREE Resource Today FULL NAME: EMAIL: Benefit‐Driven Headline That Hooks Attention & Matches Ad
- 21. #1: KEYWORD RELEVANCE Visualize the targeted search keyword or referring link text. :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar TARGETED KEYWORD Example content snippet with a REFERRING LINK. ‐‐OR‐‐
- 25. :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar SCENT TRAIL PROGRESSION INITIATE MAINTAIN ENHANCE KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE [MARKETING EDITION]
- 26. Web Form Heading Resource benefit one Another cool benefit Memorable benefit CTA FULL NAME: EMAIL: Web Form Heading Resource benefit one Another cool benefit Memorable benefit CTA FULL NAME: EMAIL: :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar SCENT TRAIL PROGRESSION INITIATE MAINTAIN ENHANCE KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE [MARKETING EDITION] KEYWORD
- 34. VISUALIZE THE TARGETED SEARCH KEYWORDS :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: UW‐Eau Claire Continuing Education ‐ Woundstock Conference WOUND CARE EDUCATION HERO SHOT PERSUASION FACTOR #1: KEYWORD RELEVANCE MAINTAIN SCENT (HEADLINE) ENHANCE SCENT (HERO SHOT) 1 2
- 36. #2: PURPOSE CLARITY Help identify the page purpose/offer. :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar Description of the image = Page purpose/offer
- 48. :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: rentify.com
- 65. ~ Angie Schottmuller @aschottmuller, Optimization Director, Three Deep Marketing Credibility sets the STAGE. Logic leads to CONCLUSION. Emotion leads to ACTION.
- 78. :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: BigCommerce.com (2012) BODY LANGUAGE CUES: Lowering Head w/ Eye Contact: FLIRTING Head Propping w/ Hands: BOREDOM Arm Crossing/Resting: EGOTISM
- 79. :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: Intuit QuickBase
- 85. RECAP & SCORING SHOWDOWN :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar
- 86. 7 Hero Shot Persuasion Factors 1. Keyword Relevance 2. Purpose Clarity 3. Design Support 4. Authenticity 5. Added Value 6. Desired Emotion 7. Customer "Hero" :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ] [ Hero Shot Featured Image ] Web Form Heading Resource benefit one Another cool benefit Memorable benefit Get the FREE Resource Today FULL NAME: EMAIL: Benefit‐Driven Headline That Hooks Attention & Matches Ad
- 88. SCORECARD EXAMPLE :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 2 PURPOSE CLARITY. Help identify the page the page purpose/offer. 2 DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 1 AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1 ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 2 DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 1 CUSTOMER "HERO". Depict the customer as the "hero" once equipped with this solution. 2 SCORING: ‐1 = Negative Potential 0 = Not Quite 1 = Somewhat 2 = Great +1 = Directional Cue = 11
- 89. SCORECARD EXAMPLE :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 1 PURPOSE CLARITY. Help identify the page the page purpose/offer. 0 DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 2 + 1 AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 1 ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 0 DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 2 CUSTOMER "HERO". Depict the customer as the "hero" once equipped with this solution. 2 SCORING: ‐1 = Negative Potential 0 = Not Quite 1 = Somewhat 2 = Great +1 = Directional Cue = 9
- 90. SCORECARD EXAMPLE :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text. 0 PURPOSE CLARITY. Help identify the page the page purpose/offer. 0 DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. ‐1 AUTHENTICITY. Represent the organization/offer in an authentic, credible fashion. 2 ADDED VALUE. Add value by showing detail or context that helps answer potential questions. 0 DESIRED EMOTION. Portray desired qualities or emotion to resonate and inspire action. 0 CUSTOMER "HERO". Depict the customer as the "hero" once equipped with this solution. ‐1 SCORING: ‐1 = Negative Potential 0 = Not Quite 1 = Somewhat 2 = Great +1 = Directional Cue = 0
- 92. HERO SHOT SCORECARD USES :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar
- 94. OPTION PRIORITIZATION & QA :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar ID Hypothesis Potential Importance Ease Reusability PIER 1 Defaulting to the "Products" tab with product type content and visuals will aid engagement and conversion more than "Advantages" tab. 9 10 9 8 9 2 The LP template featuring product types and secondary "download brochure" CTA will boost conversion. 10 10 8 7 8.75 3 Changing the offer and primary focus to "Get the FREE Guide" w/ checkbox for consult request will lift conversion. 10 7 7 10 8.5 (PIER scoring example depicted. Adapted from WiderFunnel's PIE framework to include "Reusability") HYPOTHESIS IDEAS & SCORING PRIORITIZATION A/B testing individual images rarely score as high priority.
- 102. GA EVENT TRACKING FOR CRO: http://bit.ly/gaeventtrackingforcro :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar INCLUDES: ADJUSTED BOUNCE RATE SCROLLING (beyond fold, page bottom) DYNAMIC CLICK TRACKING tabs, jump‐to buttons/links, file downloads, click‐to‐call ph# [tel:], email [mailto:] , and external domain links
- 103. KEY TAKEAWAYS Recognize all images are NOT hero shots Tap the visual power of relevance, clarity, credibility, and emotion Leverage the scorecard to prioritize, QA, and brainstorm image options Implement event tracking to help analyze impact Let the hero shot shine :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar
- 108. CUSTOM REPORT: http://bit.ly/lpconversionflowgareport Analyze the conversion flow user experience and progression. (Note: These goals are not sequential. It's merely one way to look at it.) UX GOALS: Non‐Bounce (5s+) Scroll Beyond Fold Stick (15s+) Scroll to Bottom :: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar