Site design affects conversion more than you think. The first contact of the visitor with the site is the most important, and one of the ways to leave a good impression in the memory of the consumer is to create an image of the hero.
- Why use the image of the hero?
- How to create and choose the image of your hero
- 4 types of images of hero images
- Product image
- 1. Tinkoff
- 2. Coffee Cup
- 3. Bookmate
- The image of the hero in context
- 4. Art-techs
- 5. Blablacar.ru
- 6. Chefmarket.ru
- The image of the hero of the famous creator
- 7. Jeffwalker.com
- 8. Igor-mann.ru
- Out of context hero image
- 9. Rocketbank
- What images can be used:
What is the image of the hero?
The image of the hero is an image or a series of images in a prominent place on the main page. You have seen them before. They look like this:
Hero can be:
- An image that is trustworthy;
- Photo or video solution illustrating relevance;
- A context that contains the emotions of support, learning, or persuasion of a client.
The hero is not a picture on the main page of the site, it is an image of the decision, bringing clarity and context to visitors, it is a photo expressing a specific goal.
Why use the image of the hero?
Users like sites that are easy:
- To read;
On the formation of the first impression you have at most 0.05 seconds, because the image of your hero is the fastest way to help the visitor to correctly perceive the information and message.
Several other studies agree with this figure, including Google’s own research.
Using the image of the hero, do not forget about the main sentence. Do not create chaos, no matter how catchy and bright it is. The hero is simple and he leads.
How to create and choose the image of your hero
By the way, the development and selection of the image of the hero - more art than science. And its conversion, as a rule, depends on branding.
7 points that your character must meet:
- Keyword Relevance. Corresponds to?
- Clarity of purpose. Will this image help you understand the purpose of your site?
- Compliance with design. Does the image match the page design and does it push the visitor to the CTA button?
- Authenticity. Does this image make your brand trustworthy?
- Maximizing value. Does it highlight the value of the product? Increases the need? Shows benefits?
- Desired emotion. Does the image express the desired emotion pushing into action?
- “Client-hero”. Does this picture of the client “hero” as soon as he performs the target action?
In rare cases, it is enough to choose only four guides:
- Value (for the client);
- To attract attention.
Does your character image match what you are offering? Is it understandable? Does it attract attention (when scrolling a site quickly, for example)?
4 types of images of hero images
- Product Images;
- Context images;
- Famous creators;
- Out of context images.
I will not tell you which of these categories works better or worse (A / B testing is the best way to find out for yourself), but the examples below can inspire you for new variations.
The image of the image of the hero of the product - the most intuitive. This is a great picture in good quality. An animated or static product is not important, its main task is to complement the description of the value with a visual demonstration. Here are a couple of examples:
Tinkoff - Bank on the Internet. Their character with all the icons of a possible route helps to add a little context about what this application is for.
2. Coffee Cup
Coffeecup.city - an application that allows you to drink coffee at a discount of up to 70% in the best places in your city. The image of the hero shows a person with a cup of coffee in his hands and a mobile application, which is the product itself. On the phone screen, you can observe social proof of how many cups of coffee are drunk and how many users use the service.
Bookmate - service for reading electronic books by subscription for all who have a mobile phone. The main photo demonstrates how easy and convenient it is to read your favorite books without carrying them with you. Not bad in our opinion.
The image of the hero in context
In this case, companies use not just a picture with the product, but an image that adds context to support the consumer’s lifestyle.
Art-techs - site interior designer. There are two in one: the product itself is a designer’s service, and the context is a beautiful interior where visitors can familiarize themselves with the work of a specialist.
Blah blah car - It is the largest community of fellow travelers; a platform that brings together drivers and passengers along the way. On the main page - the road. It is clear that we are talking about travel, but the product itself and the result from the product are not visible.
Chefmarket - Service for the delivery of products for cooking at home. In its image of the hero company shows a set of fresh and tasty ingredients.
The image of the hero of the famous creator
In essence, this is the image of the creator of the service or site. As a rule, the content of such a page is a lot of useful content based on personal talents or achievements. The image is most often located on the main page and is used in connection with the offer to subscribe to the newsletter.
Jeffwalker - The best-selling author of the New York Times blog, in which he shares the formula for promoting and selling any product on the market from scratch. On the main page immediately offer to subscribe to the newsletter from the very Jeffwalker.
Igor Mann - personal blog, press kit and business card of the marketer, speaker and author of a dozen books on marketing, PR and sales of Igor Mann. The site is credible. You immediately understand where you are going and what is waiting for you.
Out of context hero image
This image does not fit the context. Usually it is inserted because it looks cool or because it is fashionable, however, it does not fit the proposal or the landing page at all.
What images can be used:
- Show how the packaging of additional materials that come with your main product - instructions, booklets, gifts.
- Show how your product is made.
- Show what material your product is made of, compare it with competitors' materials (if possible).
- Show if you have a warehouse.
- Show your staff (do not download images from google.com!).
- Show how your product is delivered.
- Show your managers who work with the client.
- Show how your product works.
- Take a picture of the product from different sides and in different conditions.
A properly selected visual image complements and adds context to your offer, thereby increasing perception and value.
Such work on bugs helps to “pack” your product and inspire confidence in the user. “Gold Rush” with the landing passes, so immediately sit down and create your hero!