Hero Shot Images: 7 Secrets to Visuals That Drive Sales

HERO SHOT IMAGES
7 SECRETS TO DRIVE EPIC CONVERSION WITH
PROSPECT CUSTOMER YOUR PRODUCT AMAZING HERO

ANGIE SCHOTTMULLER
Growth Marke>ng Advisor
@aschoGmuller
linkedin.com/in/angieschoGmuller
aschoGmuller@yahoo.com
Top 10 of 2015
ONLINE MARKETING EXPERTS

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

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

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image Credit: braceandtherapy.com
ONLINE VS. IN-‐STORE COMPARISON
SPEED/EFFICIENCY
COMPETITION
VISIBILITY
60
THOUSAND
TIMES FASTER

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 hPps://twiPer.com/McDonalds/status/557583390031884288

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Source: TwiPer @Toyota -‐-‐ hPps://twiPer.com/Toyota/status/553454977700470784

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website: toyota.com
???

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image Credit: mario.wikia.com

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

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5
FEATURED IMAGE STAND-‐OFF
Website Reference: uwec.edu
Woundstock -‐ Wound Care Educaon Conference
HERO SHOT DESIGN IMAGE

FEATURED IMAGE STAND-‐OFF
Website Reference: extremeterrain.com
Jammock Black 2.0 Jeep Hammock (87-‐15 Wrangler YJ, TJ & JK)
HERO SHOT PRODUCT IMAGE

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit: jammock.com

7 PERSUASIVE FACTORS
OF HERO SHOTS

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"
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

#1: KEYWORD RELEVANCE
Visualize the targeted search keyword or referring link text.
TARGETED KEYWORD
Example content snippet with a REFERRING LINK.
-‐-‐OR-‐-‐

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image Credit: freshbooks.com

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!

SCENT TRAIL PROGRESSION
FOLLOW CONFIRM ACT
[FOOD EDITION]
(SMELL)

}
~
Web Form Heading
CTA
FULL NAME:
EMAIL:
}
~
Web Form Heading
CTA
FULL NAME:
EMAIL:
SCENT TRAIL PROGRESSION
INITIATE MAINTAIN ENHANCE
KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE
[MARKETING EDITION]
KEYWORD

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: UW-‐Eau Claire Connuing Educaon -‐ Woundstock Conference
WOUND CARE EDUCATION
HERO SHOT PERSUASION FACTOR #1: KEYWORD RELEVANCE
MAINTAIN SCENT
(HEADLINE)
ENHANCE
SCENT
(HERO SHOT)
1
3
2

LET’S EXPERIMENT…

DENTIST

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Tool Credit: humanbraincloud.com
"DenJst" Example:
hGp://humanbraincloud.com/#view/den>st
WORD ASSOCIATION GAME

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: parkdental.com
D

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: fureydentalgroup.com
C

#2: PURPOSE CLARITY
Help iden>fy the page purpose/oﬀer.

Description of the image ≅ Page purpose/offer

6 feet (1.8 m)
6-‐FOOT TEST

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Source: Ogilvy Research. Reference: kissmetrics.com
Amazing Headline ABOVE Image
Amazing Headline BELOW Image
A
B
10%
More Views

CAPTION CONTEST

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image source: careerealism.com
HERO SHOT
IMAGE HERO SHOT
IMAGE
HEADLINE HEADLINE

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: LivePerson.com
IMAGE CAPTION
HERO SHOT PERSUASION FACTOR #2: PURPOSE CLARITY
Hero Shot Image
Page Source

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: LivePerson.com
IMAGE CAPTION
≠
“Flower Gardening Break!”

Hero Shot Image
Page Source
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: Unbounce.com
IMAGE CAPTION

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: Unbounce.com
IMAGE CAPTION
“Copywri6ng Guide Book”
=

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit: unbounce.com and hubspot.com

PSDcovers.com
CONTENT RESOURCE COVER TEMPLATE 3D IMAGE

#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

HERO SHOT PERSUASION FACTOR #3: DESIGN SUPPORT
D D
D
Site Example: Ren>fy.com

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website: turbotax.intuit.com
FULL PAGE:
Large boTom margin
C
D

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website: turbotax.intuit.com
FULL PAGE:

DIRECT EYE CONTACT
Website: turbotax.intuit.com
ON-‐PAGE = Distrac>ng AD = Useful

#4: AUTHENTICITY
Represent the organiza>on and oﬀer in an authen>c, credible fashion.
VS.
Stock Photo
VS.

HERO SHOT PERSUASION FACTOR #4: AUTHENTICITY
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website: shamblokamilydenstry.com
C

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site Example: basecamp.com (2012)

HERO SHOT PERSUASION FACTOR #4: AUTHENTICITY
SAME TESTIMONIAL??
DIFFERENT DESIGNERS...
D
Site Example: basecamp.com (2012)

#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 Image credit: nbcphiladelphia.com
QUESTIONS are CONVERSION BARRIERS.

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Image credit: jammock.com
What QuesJons Does YOUR Photo Answer?
Jammock = A hammock for Jeeps

HERO SHOT PERSUASION FACTOR #5: ADDED-‐VALUE
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Site example: Intuit GoPayment
C

BRAINSTORM AND GATHER…
Customer QUESTIONS
Visual ANSWERS (image or video)
"SHOW ME" Q&A AcJvity:
1
2

#6: DESIRED EMOTION
Portray desired quali>es or emo>on that will
resonate and inspire ac>on.

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

~ Angie SchoTmuller
@aschoPmuller, Growth Markeng Advisor
Credibility sets the STAGE.
Logic leads to CONCLUSION.
EmoJon leads to ACTION.

FEAR

HERO SHOT PERSUASION FACTOR #6: DESIRED EMOTION
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website: ADT.com
D

PAIN

HUNGER

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website Example: PizzaHut.com

LOVE

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website: BigCommerce.com (2012)
D

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website: BigCommerce.com (2012)
BODY LANGUAGE CUES:
§  Lowering Head w/ Eye Contact: FLIRTING
§  Head Propping w/ Hands: BOREDOM
§  Arm Crossing/Res>ng: EGOTISM

CURIOSITY

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Source: ABtests.com -‐ Yobongo.com case study.
18.6% conversion rate
(UI close-‐up thumbnail)
31.8% conversion rate
(Low-‐light room scene thumbnail)
+70.9%
CR LIFT

The right EMOTION trumps LOGIC.
Image credit: trekmovie.com

#7: CUSTOMER "HERO"
Depict the customer as the "hero" once equipped with this solu>on.
CUSTOMER YOUR PRODUCT AMAZING HERO

HERO SHOT PERSUASION FACTOR #7: CUSTOMER HERO
D

HERO SHOT PERSUASION FACTOR #7: CUSTOMER HERO
:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Example Site: uwec.edu/ce/
C

TEST "OBJECT OF EMOTION" EXCEPTIONS...

RECAP &
SCORING SHOWDOWN

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

SCORING:
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Direconal Cue
SCORECARD EXAMPLE
2

2

1

1

2

1

2

= 11

SCORING:
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Direconal Cue
SCORECARD EXAMPLE
2

2

1

1

2

1

2

= 11
400%
LIFT

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.

HERO SHOT
SCORECARD USES

= 8
RESOLVE SUBJECTIVE DEBATES
= 0
Signiﬁcant gaps are useful to resolve debates, jusfy logic, and idenfy opportunies.

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website Example: Yobongo.com
KEYWORD RELEVANCE
1

PURPOSE CLARITY
0

DESIGN SUPPORT
2
+1

AUTHENTICITY
1

ADDED VALUE
0

DESIRED EMOTION
1

CUSTOMER "HERO”
2

= 8
0
KEYWORD RELEVANCE

0
PURPOSE CLARITY

-‐1
DESIGN SUPPORT

2
AUTHENTICITY

0
ADDED VALUE

0
DESIRED EMOTION

-‐1
CUSTOMER "HERO”

0 =

PRIORITIZE IMAGE SELECTION &
HYPOTHESIS OPTIONS
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.

:: Hero Shot Marke>ng | Angie SchoGmuller @aschoGmuller #CJAM5 Website Example: Yobongo.com
DISCERN TEST RESULT “WHY” INSIGHTS
+70.9%
CR LIFT
KEYWORD RELEVANCE
0

PURPOSE CLARITY
1

DESIGN SUPPORT
1

AUTHENTICITY
2

ADDED VALUE
2

DESIRED EMOTION
0

CUSTOMER "HERO”
0

= 6
0
KEYWORD RELEVANCE

1
PURPOSE CLARITY

1
DESIGN SUPPORT

2
AUTHENTICITY

0
ADDED VALUE

1
DESIRED EMOTION

0
CUSTOMER "HERO”

5 =

DEFINE A PHOTOGRAPHY
WISH LIST / CHECKLIST
v

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)

QUIZ TIME
Let’s see if you were paying aGen>on…

Which photo is a HERO SHOT?
( TOPIC: WOUND CARE EDUCATION )
A B

Which photo is a HERO SHOT?
( TOPIC: WOUND CARE EDUCATION )
A B
= 11 = 1

Use DIRECT EYE CONTACT photos for:

Use DIRECT EYE CONTACT photos for:
ADVERTISEMENTS. (Avoid it for on-‐page content.)

Which factor’s most oten a TRUMP CARD?
4.  Authen>city
5.  Added Value
6.  Desired Emo>on
BRAND LOGO
~
Web Form Heading
Get the FREE
Resource Today
FULL NAME:
EMAIL:

Which factor’s most oten a TRUMP CARD?
4.  Authen>city
5.  Added Value
6.  Desired EmoJon
BRAND LOGO
~
Web Form Heading
Get the FREE
Resource Today
FULL NAME:
EMAIL:

YOUR MARKETING MISSION…
PROSPECT CUSTOMER YOUR PRODUCT AMAZING HERO

Get Your Hero Shot
Scorecard TODAY
Angie SchoTmuller
Growth Marke>ng Op>miza>on Advisor
aschoGmuller@yahoo.com | @aschoGmuller
hGp://bit.ly/heroshotscorecard

Hero Shot Images: 7 Secrets to Visuals That Drive Sales

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