7 secrets of hero shot images that drive epic conversions

7 Secrets of Hero Shot Images That Drive EPIC Conversion

Angie SchottmullerTHREE DEEP MARKETING

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

ANGIE SCHOTTMULLERDirector of Strategy & Optimization

@aschottmuller

ThreeDeepMarketing.com

linkedin.com/in/angieschottmuller

[email protected]

THREE DEEP MARKETING

7 SECRETS TO DRIVE EPIC CONVERSION WITH

HERO SHOT IMAGES

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinar


7 SECRETS OF HERO SHOT IMAGES THAT DRIVE EPIC CONVERSION

#VWOwebinar #CRO@aschottmuller

Tweet this session!

Seriously. It's loaded with juicy stats guaranteed to get a retweet!

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


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

2‐6XFASTER


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarImage Credit: braceandtherapy.com

ONLINE VS. IN‐STORE IMPERATIVE

SPEED/EFFICIENCY

COMPETITION

VISIBILITY

60THOUSAND

TIMES FASTER

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarhttps://twitter.com/McDonalds/status/557583390031884288

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSource: Twitter @Toyota ‐‐ https://twitter.com/Toyota/status/553454977700470784

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: toyota.com

HOLDING OUT FOR A HERO...


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarImage Credit: mario.wikia.com

n. HERO SHOTA credible photo or video of a solution that encompasses relevance, context, value, and emotion to support, educate, or persuade a customer.

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarProps to Craig Sullivan for the "support, educate, or persuade" portion


FEATURED IMAGE STAND‐OFF

Website Reference: uwec.edu

Woundstock ‐Wound Care Education Conference

HERO SHOTDESIGN IMAGE


FEATURED IMAGE STAND‐OFF

Website Reference: extremeterrain.com

Jammock Black 2.0 Jeep Hammock (87‐15 Wrangler YJ, TJ & JK)

HERO SHOTPRODUCT IMAGE

7 PERSUASIVE FACTORS OF HERO SHOTS


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"


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

#1: KEYWORD RELEVANCEVisualize the targeted search keyword or referring link text.


TARGETED KEYWORD

Example content snippet with a REFERRING LINK.

‐‐OR‐‐


IT BEGINS WITH A SCENT TRAIL...

Image Credit: freshbooks.com


SCENT TRAIL PROGRESSION

FOLLOW CONFIRM ACT

[FOOD EDITION]

(SMELL)

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarStory: SF Chronicle. Photographer: Katy RaddatzCase Study: California Milk Processor Board's "Got Milk?" 2006 campaign w/ cookie‐scented strips at bus shelters.

Mmmmm.... I smell cookies!



INITIATE MAINTAIN ENHANCEKEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE

[MARKETING EDITION]

Web Form Heading


CTA

FULL NAME:

EMAIL:

Web Form Heading


CTA

FULL NAME:

EMAIL:



INITIATE MAINTAIN ENHANCEKEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE

[MARKETING EDITION]

KEYWORD

Let's experiment...


WHEN I SAY, "DENTIST" ... YOU THINK, " "


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarTool Credit: humanbraincloud.com

Human Brain Cloud "Dentist" Example: http://humanbraincloud.com/#view/dentist

WORD ASSOCIATION GAMES ARE GREAT INSPIRATION!

DENTIST


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: parkdental.com

"Dentist" Visual Relevance =NONE

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: fureydentalgroup.com

"Dentist" Visual Relevance =NEGLIGIBLE

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: fureydentalgroup.com

"Dentist" Visual Relevance =YES!

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


AUDIT RELEVANCE MATCHWITH:

5‐SECOND TEST

#2: PURPOSE CLARITYHelp identify the page purpose/offer.


Description of the image = Page purpose/offer


CAPTION CONTEST!

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarImage source: careerealism.com

HELP IDENTIFY THE PAGE PURPOSE/OFFER

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: LivePerson.com

CAPTION:

HERO SHOT PERSUASION FACTOR #2: PURPOSE CLARITY

Hero Shot ImageLanding Page Source


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: LivePerson.com

CAPTION:


Hero Shot ImageLanding Page Source




CAPTION:




CAPTION:

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSource: Ogilvy Research. Reference: kissmetrics.com

Amazing Headline ABOVE Image

Amazing Headline BELOW Image

A

B10%

More Views

IMAGE CAPTIONS ARE READ

300% MORETHAN BODY TEXT.

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSource: Ogilvy Research. Reference: kissmetrics.com

None of which will matter... if your page doesn't make a good impression in under 1 second.



‐‐‐‐‐‐ 6 feet ‐‐‐‐‐


6‐FOOT TESTAudit by viewing the page from 6‐feet back. (Hold at arms‐length for mobile devices.)

#3: DESIGN SUPPORTSupport and enhance seamless flow of page design leading to the CTA.

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarImage credit to Unbounce.com for the wireframe mockup

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: rentify.com

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: rentify.com

Eye path misdirects conversion flow

Photo color, heading, and CTA all in same color zone

n

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: turbotax.intuit.com

FULL PAGE:

FULL PAGE:


Large bottom margin = Scroll deterrent

Photo color complementary to primary CTA

FULL PAGE:


Eye contact pauses conversion flow


CHOOSE EYE CONTACT WISELY

Website: turbotax.intuit.com

ON‐PAGE Eye Contact = DistractingDISPLAY AD Eye Contact = Useful

GREAT DISPLAY AD IMAGE!

HERO SHOT PERSUASION FACTOR #3: DESIGN SUPPORT

#4: AUTHENTICITYRepresent the organization and offer in an authentic, credible fashion.


VS.

Stock Photo

VS.

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: basecamp.com (2012)

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarSite Example: basecamp.com (2012)

A FEW WEEKS LATER...SAME EXACT TESTIMONIAL??

DIFFERENT DESIGNERS...

DO NOT A/B TEST YOUR CREDIBILITY.

(believability, honesty, integrity)

The moment you do..., you've already lost.


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: shamblottfamilydentistry.com

Authentic simplicity speaks volumes...

#5: ADDED VALUEAdd value by showing detail or context to improve relevance, demonstrate benefits, and answer questions.



VALUE = On‐the‐go context

Clever "in‐photo" ad copy

Perfect hero shot sidekick image

#6: DESIRED EMOTIONPortray desired qualities or emotion that will resonate and inspire action.


Aristotle's ingredients for persuasion: ethos, logos, and pathos.

(credibility, logic, and emotion)


~ Angie Schottmuller@aschottmuller, Optimization Director, Three Deep Marketing

Credibility sets the STAGE.Logic leads to CONCLUSION.Emotion leads to ACTION.

FEAR


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: ADT.com

Happy Family Emotion?? = #MissedOpportunity

PAIN


HUNGER


Sometimes...You just gotta' have it!

Props to Zach King for his Master Jedi Vine compilation skills!

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarAnimation Credit: Zach King, Master of Vine

CURIOSITY



TEST MYSTERIOUS LIGHTING...

Source: ABtests.com ‐ Yobongo.com case study.

+70.9%CR LIFT

18.6% conversion rate(UI close‐up thumbnail)

31.8% conversion rate(Low‐light room scene thumbnail)

The right emotion will trump logic.

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarImage credit: trekmovie.com

LOVE(HORMONES)


:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: BigCommerce.com (2012)

Optimal "desired emotion" for ecommerce carts?!

:: 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

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: Intuit QuickBase

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarWebsite: fast Track Home Sales, UK

Emotion hook or poorly‐planned form overlay?

#7: CUSTOMER "HERO"Depict the customer as the "hero" once equipped with this solution.



It's about the customer, NOT us.

:: Hero Shot Image Optimization | @ThreeDeep @aschottmuller | #VWOwebinarExample Site: uwec.edu

Customer depicted helping others w/ hands‐on training


TEST "OBJECT OF EMOTION" EXCEPTIONS...

RECAP & SCORING SHOWDOWN


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"


BRAND LOGO

Offer Confidence/Urgency Booster....

[ Social Proof or Testimonial ]

[ Hero Shot Featured Image ]

Web Form Heading


Get the FREE Resource Today

FULL NAME:

EMAIL:

Benefit‐Driven Headline That Hooks Attention & Matches Ad

Let's score some Hero Shots!


SCORE

CARD EXA

MPL

E


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 Potential0 = Not Quite1 = Somewhat2 = Great+1 = Directional Cue

= 11

SCORE

CARD EXA

MPL

E




DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. 2 + 1




CUSTOMER "HERO". Depict the customer as the "hero" once equipped with this solution. 2


= 9

SCORE

CARD EXA

MPL

E




DESIGN SUPPORT. Support and enhance seamless flow of page design leading to the CTA. ‐1




CUSTOMER "HERO". Depict the customer as the "hero" once equipped with this solution. ‐1


= 0

= 9


HERO SHOT SCORE COMPARISON

= 0

Significant gaps are useful to help resolve subjective debates

HERO SHOTSCORECARD USES


PHOTOGRAPHY CHECKLIST


If you explain what you need, ...you're more likely go get it!

v

OPTION PRIORITIZATION & QA


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.

MEASURING IMPACT



Data for Your Optimization Journey...

MUST HAVE

FOR OPTIMIZATION REVIEWS


TRACK "BOUNCE" CORRECTLY

[HOLE IN YOUR CONVERSION FUNNEL]

BOUNCE RATE (ORIGINAL)PRIOR TO JULY 2012

GOOGLE ANALYTICS:User enters and exits the same page.


JULY 2012

11

"ADJUSTED" BOUNCE RATE (ABR)AS OF JULY 2012

GOOGLE ANALYTICS:User enters and exits the same page WITH NO INTERACTION.


JULY 2012

12

A LOGGED EVENT QUALIFIES AS AN "INTERACTION"

i.e. Logging an event at a 5‐second view time (or whatever "first impression" time makes sense for your audience) results in Google Analytics NOT counting the visit as a bounce.



BE THE HERO AS YOUR BOUNCE RATE PLUMMETS...

BEFORE ABR:

70%‐90%

AFTER ABR:

5%‐20%

GA EVENT TRACKING FOR CRO:http://bit.ly/gaeventtrackingforcro


INCLUDES: ADJUSTED BOUNCE RATE SCROLLING (beyond fold, page bottom)

DYNAMIC CLICK TRACKINGtabs, jump‐to buttons/links, file downloads, click‐to‐call ph# [tel:], email [mailto:] , and external domain links

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



Need Help Optimizing Hero Shots?

Get Your FREE Hero Shot ScorecardBoost customer engagement, leads, and sales with persuasive images!

Angie SchottmullerDirector of [email protected]@aschottmuller

APPENDIX



DASHBOARD: http://bit.ly/conversionsgadashboard

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


7 secrets of hero shot images that drive epic conversions

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