What’s the first thing that gets noticed on a landing page, often defining whether the visitor would like to engage with the business or not?
While some might say it is the hero title – which is absolutely true, we think the creative used with it matters just as much – i.e. the hero shot. It is the one thing that is ‘guaranteed’ to instantly draw the visitor’s attention to the hero title.
Basically, it is meant to compliment the hero title in such a way that the conversion rates don’t dip just because people didn’t find it ‘good looking’.
Wondering how to create a hero shot that increases conversion rate? Here are 3 landing page tips you could get started with right away to use a hero shot that converts:
1. Keep it really (really) simple
Most landing page hero shots have so much going on that the hero title and CTA almost get lost in them. And that’s the primary reason for non-converting visitors – they were given far too much to grasp or got way too distracted from the main message.
Your hero shot must work as an enhancer for your CTA. There should be absolutely nothing on it that takes the visitor’s attention away even for a second. Pick a simple shot on which the message and CTA stand out. The directions to the visitor must be clear – opt in or step out.
For example: Unbounce uses a simple plain hero shot so that their marketing copy and CTA stand out, and there is absolutely nothing else to distract the visitor.
2. Focus on showcasing the value proposition
Using a simple hero shot allows you to focus on presenting your value proposition better. The value proposition needs to be a compelling one-liner that not just addresses a prospect’s issue but also nudged him to make an interaction.
A great value proposition is simple, clear and unique. The benefit needs to address a specific issue of your target audience and it has to speak of what you need them to do next. Highlighting what value you bring to the customer is the best way to drive in conversions.
For example: Unbounce keeps its value proposition very simple and clear – ‘Build, Publish & A/B Test Landing Pages Without I.T.’ And uses the very next line to tell the visitor who they are in just a few words.
3. Ensure that the CTA stands out
What’s a compelling value proposition without the directions to what’s next? Just another block of text that grabs the visitor’s attention for a few seconds. If you want to capitalize on your proposition, follow it up with a clear, attention grabbing CTA.
The CTA should be exactly what you want your customers to do after reaching your landing page. There is absolutely no need to be too subtle as sometimes stating the obvious is the best way to get people to do things. A good stand-out CTA is one that has a high contrast color to the hero shot used, and uses a copy that is in sync with the value proposition.
For example: Unbounce uses an uncanny orange CTA on their hero shot, to make it stand out and deliver the clear message written in white.
Over to you
Like every other element on the landing page, it is a must to A/B test a few variations before settling on one. Testing helps you understand what your target audience responds to the best.
A simpler way to test hero shots would be to use different creatives with the same marketing copy, and showing it to a third person who doesn’t know about your business. And then, asking him what he understands of your business from the landing page.
What does your hero shot look like? Has it been effective in bringing conversions or have you been experiencing bounce offs more often? Feel free to start a conversation in the comment section below!