2.5 Testing Your Hero Shot

Your Hero Shot should tell it all.  It should clearly show benefits and context of use so that it would sell the $#*+ out of your product or service.  It can take on the form of an image or a video.

Images

Since images can convey complex ideas and emotions quickly, they are a phenomenal source for testing.

This is one of the few areas that has clear best practices. Make sure you use high quality images ie. no pixelation or blurriness. If you use people, have their gaze directed to your call to action, and choose images that enhance the understanding of your offering.

The most basic image tests can be:

  1. Relevant vs abstract: Should you show your product in context or sell the associated lifestyle? Context is usually key but there are always exceptions. If you have a service offering, how should you frame it?
  2. People vs. product: Similar to the above, should you show a screenshot directly from your app, or the type of person who might use it (and the context where they’d do that)?
  3. Male vs. female: If you’ve decided on using a person or people for your hero shot, you can test whether a male of female best resonates with your target audience.

You can also use a video for your hero shot, or better yet test a static image against a video before testing each further.

Video

Using a video on your pages can have a dramatic effect on engagement and your conversion rate.

In this test, adding a video made version B increase conversions by 216%!

2.5-Add-video-example

WUNDERBAR!  But, what else can you test when it comes to videos?

  1. Autoplay vs. press play: Usability guidelines advise against autoplay as it is an interruption technique that annoys people and makes them click the back button. However, it can also increase conversions. You’ll have to weigh up the potential negative impact on your brand’s perception versus the potential for increased conversions.
  2. Length: Try short and long versions to see what your customers need. Some products may need a detailed study, while others might be better suited to a 30 second “commercial” style.
  3. Directional cues within the video: Point your visitors at your landing page’s conversion goal. This can be a physical action (a person pointing) or a verbal instruction.
  4. Video thumbnails: Not only should this entice your visitors to click play, but it should also compliment the rest of the page to tell the whole story.