Are your featured marketing images aiding or hurting leads and sales? Learn how to transition basic images into compelling 'hero shots' that drive EPIC conversion with these 7 key principles.
BONUS: Get a FREE 'Hero Shot Scorecard' to help grade and prioritize images and video thumbnails for your marketing campaigns along with Google Analytics event tracking code snippets and custom reports for measurable accountability.
>> Presented Jan 21, 2015 - Visual Website Optimizer (VWO) Webinar.
Short link: http://j.mp/7heroshotsecrets
MORE INFO: Check out the article and webinar recording here: http://j.mp/heroshotintro
5. 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
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
96. 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
97. SCORECARD EXAMPLE
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. 1
CUSTOMER "HERO." Depict the customer as the "hero" once equipped with this solution. 2
= 8
SCORING:
‐1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
98. SCORECARD EXAMPLE
Image credit: uwec.edu/ce/
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
= 0
SCORING:
‐1 = Negative Potential
0 = Not Quite
1 = Somewhat
2 = Great
+1 = Directional Cue
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
99. :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
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.
102. PRIORITIZE OPTIONS
& INTERPRET A/B TEST RESULTS
:: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
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.
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)
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