Visual Marketing with Hero Shot Images

7 SECRETS TO DRIVE EPIC CONVERSION WITH
HERO SHOT IMAGES
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar

7 Secrets of Hero Shot Images
That Drive EPIC Conversion
Angie Schottmuller
THREE DEEP MARKETING
WINGIFY VISUAL WEBSITE OPTIMIZER ‐ WEBINAR: JAN 21, 2015

ANGIE SCHOTTMULLER
Director of Strategy & Optimization
@aschottmuller
ThreeDeepMarketing.com
linkedin.com/in/angieschottmuller
aschottmuller@ThreeDeepMarketing.com
THREE DEEP MARKETING

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
2‐6X
FASTER

There's a
VISUAL IMPERATIVE
for online marketing success.

im∙per∙a∙tive.    əmˈperədiv/
adjective
1. of vital importance; crucial.
synonyms: vitally important, of vital importance, all‐important, vital, crucial, critical, essential,
necessary, indispensable, urgent, compulsory, obligatory, mandatory
2. giving an authoritative command; peremptory.
noun
1.  an essential or urgent thing.
::  Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarhttps://www.google.com/search?q=imperative

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarImage Credit: braceandtherapy.com
ONLINE VS. IN‐STORE COMPARISON
SPEED/EFFICIENCY
COMPETITION
VISIBILITY
60
THOUSAND
TIMES FASTER

SO... HOW ARE WE DOING?

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarhttps://twitter.com/McDonalds/status/557583390031884288

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSource: Twitter @Toyota ‐‐ https://twitter.com/Toyota/status/553454977700470784

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarWebsite: toyota.com
???

WE'RE HOLDING OUT FOR A
HERO...

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarImage Credit: mario.wikia.com

n. HERO SHOT
A credible photo or video of a solution that
encompasses relevance, context, value, and
emotion to support, educate, or persuade a
customer.
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #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

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarImage credit: jammock.com

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 RELEVANCE
Visualize 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)

STORY:  California's "Got Milk?" 2006 campaign with cookie‐scented strips at bus shelters.
Source Credit:  SF Chronicle. Photographer: Katy Raddatz
Mmmmm....
I smell cookies!

INITIATE MAINTAIN ENHANCE
KEYWORD / 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 ENHANCE
KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE
[MARKETING EDITION]
KEYWORD

Let's experiment...

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

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarTool Credit: humanbraincloud.com
Human Brain Cloud "Dentist" Example:
http://humanbraincloud.com/#view/dentist
WORD ASSOCIATION GAMES
ARE GREAT INSPIRATION!

DENTIST

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example: parkdental.com
"Dentist" Visual Relevance =
NONE


:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example: fureydentalgroup.com
NEGLIGIBLE


:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example: fureydentalgroup.com
YES!


VISUALIZE THE TARGETED SEARCH KEYWORDS
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #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 MATCH WITH:
5‐SECOND TEST

#2: PURPOSE CLARITY
Help identify the page purpose/offer.
Description of the image ≅ Page purpose/offer

CAPTION CONTEST!

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarImage source: careerealism.com

HELP IDENTIFY THE PAGE PURPOSE/OFFER
::  Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example:  LivePerson.com
CAPTION:
HERO SHOT PERSUASION FACTOR #2:  PURPOSE CLARITY
Hero Shot Image
Landing Page Source

::  Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example:  LivePerson.com
CAPTION:

Flower gardening...?

Hero Shot Image
Landing Page Source
CAPTION:

CAPTION:

eBook about online agency tools

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSource: Ogilvy Research. Reference: kissmetrics.com
Amazing Headline ABOVE Image
Amazing Headline BELOW Image
A
B
10%
More Views

IMAGE CAPTIONS ARE READ
300% MORE
THAN BODY TEXT.
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #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 TEST
Audit by viewing the page from 6‐feet back...
(hold at arms‐length for mobile devices)
Can you identify the page purpose/offer?

#3: DESIGN SUPPORT
Support and enhance seamless flow of
page design leading to the CTA.
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarImage credit to Unbounce.com for the wireframe mockup

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example: rentify.com

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example: rentify.com
Eye path misdirects
conversion flow
Photo lacks complementary color
contrast with heading and CTA
 

n
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #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: AUTHENTICITY
Represent the organization and offer in an authentic,
credible fashion.
VS.
Stock Photo
VS.

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example: basecamp.com (2012)

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #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.

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarWebsite: shamblottfamilydentistry.com
Authentic simplicity speaks volumes... 

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

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarImage credit: jammock.com
Jammock = A hammock for Jeeps

QUESTIONS are likely
BARRIERS FOR CONVERSION

What questions does this photo answer?
Image credit: jammock.com
(Jammock = A hammock for Jeeps)

What specific questions do customers
have about your product/service?
What visuals (image or video) could
help provide those answers?
BRAINSTORM: "Show Me" Q&A
1
2

Video thumbnails need HERO SHOTS too!

VALUE = On‐the‐go context
Clever "in‐photo"
ad copy
Perfect hero shot
sidekick image



#6: DESIRED EMOTION
Portray 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

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarWebsite: ADT.com

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #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!
Vine Source: http://j.mp/kittenscreenextraction
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarAnimation Credit: Zach King, , 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.
Image credit: trekmovie.com

LOVE
(OR HORMONES)

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarWebsite: BigCommerce.com (2012)

Optimal "desired emotion" for ecommerce carts?!


BODY LANGUAGE CUES:
 Lowering Head w/ Eye Contact:  FLIRTING
 Head Propping w/ Hands:  BOREDOM
 Arm Crossing/Resting:  EGOTISM

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarWebsite: Intuit QuickBase

:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #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.
CUSTOMER YOUR PRODUCT AMAZING HERO

It's about the customer, NOT us.


:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarExample Site: uwec.edu/ce/
Customer depicted helping
others w/ hands‐on training


TEST "OBJECT OF EMOTION" EXCEPTIONS...

RECAP &
SCORING SHOWDOWN

Let's score some Hero Shots!

SCORING:
‐1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
SCORECARD EXAMPLE
::  Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarImage credit: uwec.edu/ce/
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
= 11

SCORECARD EXAMPLE
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
= 8
SCORING:
0 = Not Quite
1 = Somewhat
2 = Great

SCORECARD EXAMPLE
Image credit: uwec.edu/ce/
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
SCORING:
0 = Not Quite
1 = Somewhat
2 = Great

HERO SHOT SCORE GRADING
Image credit: uwec.edu/ce/
13‐15 LEGEND
Whoa. Epic visual. Stories will be told about you for marketing eternity.
Where do I sign up?!
10‐12 HERO
Exceptional. You humbly add value and meaning that grips emotion while
making it look sooooo easy. Fans and advocates are sure to follow!
7‐9 SIDEKICK
Nice work. Clearly, you're getting the hang of this! Are you satisfied with
mediocre, though? You're capable of so much more. Step up your game and
fulfill your true ROI potential.
4‐6 VIGILANTE
Good attempt to help out, but you're lacking in power and authority. Drop
the costume, focus on relevant value, and tap the 7 persuasive factors to
help make a meaningful impact.
0‐3 CIVILIAN
Weak and forgettable. You either fear or doubt your powers. Be brave.
Start with a story that connects with your customer's dilemma and
context, then "save" (fix, improve, delight) the day!
< 0 VILLAIN
Ouch. Your powers are working against you. Don't deny the goodness your
customer loves. Seek help before it leads to your own demise.

HERO SHOT
SCORECARD USES

= 8
RESOLVE SUBJECTIVE DEBATES
= 0
Significant gaps are useful to resolve debates, justify logic, and identify opportunities.

PRIORITIZE OPTIONS
& INTERPRET A/B TEST RESULTS
ID Hypothesis Potential Importance Ease Reusability PIER
1 Adding a mobile‐specific click‐to‐call CTA button will boost leads. 10 9 6 8 8.25
2 Defaulting to "Products" tab will provide more relevance and better
hook attention (reduce bounce) than the "Advantage" tab specifics.
8 8 9 7 8
3 Changing featured image from A to B scene on product page XYZ will
improve relevance and aid conversion.
5 5 9 1 5
(Scoring above depicts WiderFunnel's PIE framework with my adaptation to include "Reusability" of insights learned.)
HYPOTHESIS IDEAS & SCORING PRIORITIZATION
Individual images typically have lower priority [PIER scoring] for A/B testing hypotheses since the learned
insights lack reusability for impact across other marketing. The hero shot scorecard can provide a data‐driven
approach to image selection in the short‐term, as well as help analyze micro factors to interpret the "why" of
image test results.
Use the scorecard as a data‐driven approach to selecting and analyzing images.

DEFINE A PHOTOGRAPHY
WISH LIST / CHECKLIST
If you explain what you need,
...you're more likely go get it!
v

MEASURING IMPACT

Data for Your Optimization Journey...
First impressions are easily linked to these measurable events...
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 TRACKING
tabs, 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 brainstorm, prioritize, QA
and analyze images
 Implement event tracking to help analyze impact
 Let the hero shot shine!

Your goal as a marketer or business owner...

Get Your FREE Hero Shot Scorecard
LINK: http://offer.threedeepmarketing.com/hero‐shot‐scorecard/
Angie Schottmuller
Director of Optimization
angie.schottmuller@threedeepmarketing.com
@aschottmuller
Contact me for more cool tools and strategic consulting to grow your engagement, leads
and sales with customer‐centric, persuasive marketing and technology.

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

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