Hero Shot Images: 7 Secrets to Visuals That Drive Sales
1. HERO SHOT IMAGES
7 SECRETS TO DRIVE EPIC CONVERSION WITH
PROSPECT CUSTOMER YOUR PRODUCT AMAZING HERO
2. ANGIE SCHOTTMULLER
Growth Marke>ng Advisor
@aschoGmuller
linkedin.com/in/angieschoGmuller
aschoGmuller@yahoo.com
Top 10 of 2015
ONLINE MARKETING EXPERTS
3. PEOPLE FORM FIRST IMPRESSIONS
about other PEOPLE in
100 milliseconds
Source: Princeton University Research Study 2006, Reference: ConversionXL.com, Image source: reddit.com :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
4. PEOPLE FORM FIRST IMPRESSIONS
about WEB PAGES in
17-‐50 milliseconds
Reference: ConversionXL.com, Google Research 2012. Image source: cheapwebdesign.co.uk :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
10. n. HERO SHOT
A credible photo or video of a solu>on that
encompasses relevance, context, value, and
emoJon to support, educate, or persuade a
customer.
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Props to Craig Sullivan for the "support, educate, or persuade" poron
39. #3: DESIGN SUPPORT
Support and enhance seamless flow of page design
leading to the CTA.
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit to Unbounce.com for the wireframe mockup
43. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
DIRECT EYE CONTACT
Website: turbotax.intuit.com
ON-‐PAGE = Distrac>ng AD = Useful
HERO SHOT PERSUASION FACTOR #3: DESIGN SUPPORT
44. #4: AUTHENTICITY
Represent the organiza>on and offer in an authen>c, credible fashion.
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
VS.
Stock Photo
VS.
47. HERO SHOT PERSUASION FACTOR #4: AUTHENTICITY
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
SAME TESTIMONIAL??
DIFFERENT DESIGNERS...
D
Site Example: basecamp.com (2012)
48. #5: ADDED VALUE
Add value by showing detail or context to
improve relevance, demonstrate benefits, and
answer quesJons.
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
50. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit: jammock.com
What QuesJons Does YOUR Photo Answer?
Jammock = A hammock for Jeeps
68. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
The right EMOTION trumps LOGIC.
Image credit: trekmovie.com
69. #7: CUSTOMER "HERO"
Depict the customer as the "hero" once equipped with this solu>on.
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
CUSTOMER YOUR PRODUCT AMAZING HERO
74. 7 Hero Shot Persuasion Factors
1. Keyword Relevance
2. Purpose Clarity
3. Design Support
4. Authen>city
5. Added Value
6. Desired Emo>on
7. Customer "Hero"
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
BRAND LOGO
Offer Confidence/Urgency Booster....
[ Social Proof or Tes>monial ] }
~
[ Hero Shot Featured Image ]
Web Form Heading
ü Resource benefit one
ü Another cool benefit
ü Memorable benefit
Get the FREE
Resource Today
FULL NAME:
EMAIL:
Benefit-‐Driven Headline That Hooks ATenJon & Matches Ad
75. SCORING:
-‐1 = Negave Potenal
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Direconal Cue
SCORECARD EXAMPLE
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit: uwec.edu/ce/
KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text.
0
PURPOSE CLARITY. Help iden>fy 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 organiza>on/offer in an authen>c, credible fashion.
1
ADDED VALUE. Add value by showing detail or context that helps answer poten>al ques>ons.
0
DESIRED EMOTION. Portray desired quali>es or emo>on to resonate and inspire ac>on.
1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solu>on.
0
= 1
WOUND CARE EDUCATION
76. SCORING:
-‐1 = Negave Potenal
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Direconal Cue
SCORECARD EXAMPLE
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit: uwec.edu/ce/
KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text.
2
PURPOSE CLARITY. Help iden>fy 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 organiza>on/offer in an authen>c, credible fashion.
1
ADDED VALUE. Add value by showing detail or context that helps answer poten>al ques>ons.
2
DESIRED EMOTION. Portray desired quali>es or emo>on to resonate and inspire ac>on.
1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solu>on.
2
= 11
WOUND CARE EDUCATION
77. SCORING:
-‐1 = Negave Potenal
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Direconal Cue
SCORECARD EXAMPLE
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit: uwec.edu/ce/
KEYWORD RELEVANCE. Visualize the targeted search keyword or referring link text.
2
PURPOSE CLARITY. Help iden>fy 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 organiza>on/offer in an authen>c, credible fashion.
1
ADDED VALUE. Add value by showing detail or context that helps answer poten>al ques>ons.
2
DESIRED EMOTION. Portray desired quali>es or emo>on to resonate and inspire ac>on.
1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solu>on.
2
= 11
WOUND CARE EDUCATION
400%
LIFT
78. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
HERO SHOT SCORE GRADING
Image credit: uwec.edu/ce/
13-‐15 LEGEND Whoa. Epic visual. Stories will be told about you for markeng eternity.
Where do I sign up?!
10-‐12 HERO Exceponal. You humbly add value and meaning that grips emoon while
making it look sooooo easy. Fans and advocates are sure to follow!
7-‐9 SIDEKICK
Nice work. Clearly, you're geqng the hang of this! Are you sasfied with
mediocre, though? You're capable of so much more. Step up your game
and fulfill your true ROI potenal.
4-‐6 VIGILANTE
Good aPempt 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 forgePable. 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.
82. PRIORITIZE IMAGE SELECTION &
HYPOTHESIS OPTIONS
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
ID
Hypothesis
PotenJal
Importance
Ease
Reusability
PIER
1
Adding a mobile-‐specific click-‐to-‐call CTA buGon will boost leads.
10
9
6
8
8.25
2
Defaul>ng to "Products" tab will provide more relevance and beGer
hook aGen>on (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 adapta>on to include "Reusability" of insights learned.)
HYPOTHESIS IDEAS & SCORING PRIORITIZATION
Use the scorecard as a data-‐driven approach to selecng and analyzing images.
84. DEFINE A PHOTOGRAPHY
WISH LIST / CHECKLIST
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
v
85. KEY TAKEAWAYS
ü All images are NOT hero shots (Scorecard Grade: 7+)
ü Use visual context for relevance, value, emo>on
ü Eye contact is strategic
ü Visual impact is VERY measurable
(scorecard, A/B tesng, heatmaps, on-‐page analycs)
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
86. QUIZ TIME
Let’s see if you were paying aGen>on…
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
87. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
Which photo is a HERO SHOT?
( TOPIC: WOUND CARE EDUCATION )
A B
88. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
Which photo is a HERO SHOT?
( TOPIC: WOUND CARE EDUCATION )
A B
= 11 = 1
89. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
Use DIRECT EYE CONTACT photos for:
90. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
Use DIRECT EYE CONTACT photos for:
ADVERTISEMENTS. (Avoid it for on-‐page content.)
91. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
Which factor’s most oten a TRUMP CARD?
1. Keyword Relevance
2. Purpose Clarity
3. Design Support
4. Authen>city
5. Added Value
6. Desired Emo>on
7. Customer "Hero"
BRAND LOGO
Offer Confidence/Urgency Booster....
[ Social Proof or Tes>monial ] }
~
[ Hero Shot Featured Image ]
Web Form Heading
ü Resource benefit one
ü Another cool benefit
ü Memorable benefit
Get the FREE
Resource Today
FULL NAME:
EMAIL:
Benefit-‐Driven Headline That Hooks ATenJon & Matches Ad
92. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
Which factor’s most oten a TRUMP CARD?
1. Keyword Relevance
2. Purpose Clarity
3. Design Support
4. Authen>city
5. Added Value
6. Desired EmoJon
7. Customer "Hero"
BRAND LOGO
Offer Confidence/Urgency Booster....
[ Social Proof or Tes>monial ] }
~
[ Hero Shot Featured Image ]
Web Form Heading
ü Resource benefit one
ü Another cool benefit
ü Memorable benefit
Get the FREE
Resource Today
FULL NAME:
EMAIL:
Benefit-‐Driven Headline That Hooks ATenJon & Matches Ad
93. :: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
YOUR MARKETING MISSION…
PROSPECT CUSTOMER YOUR PRODUCT AMAZING HERO
http://braceandtherapy.com/online-shopping-vs-traditional-shopping/
Web scanning pin: http://www.pinterest.com/pin/34410384628302116/ (image source URL not found)
http://www.sfgate.com/bayarea/article/Freshly-baked-ads-are-toast-City-orders-that-2482764.php#photo-2459751
2006 campaign by CBS Outdoor. (Pulled a day later by city for fear of allergic response to the scent.)
Kirsten Jung, age 14, a student at Sacred Heart, and Stephanie Jung, age 19, a student at the Fashion institute of Design and Marketing, both of San Francisco, made a special trip to this bus shelter after hearing about it, to smell the scent. Both said it did indeed smell like cookies, and yes, it made them want milk. Story is about the reaction to the chocolate smell wafting from Muni bus shelters with the "Got Milk?" ads. We go to the bus shelter on the NW corner of Sutter and Stockton Sts. Rachel Gordon is the writer for Metro. These photos were made on Monday, Dec. 4, 2006, in San Francisco, CA. (Katy Raddatz/SF Chronicle)
https://blog.kissmetrics.com/shocking-truth-about-graphics/
headlines placed below an image are read by 10% more people than headlines above
Image captions are read 300% more than body text.
4th century B.C. Greek philosopher Aristotle in his book, Art of Rhetoric
Pronunciation: Ethos = Ee-thahs, Logos = low-gahs, Pathos = Pay-thahs
http://homeworktips.about.com/od/paperassignments/a/Ethos-Logos-And-Pathos.htm
"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions." - Donald Calne (1936 - ), Canadian Neurologist
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.