Visual Marketing with Hero Shot Images
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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
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Visual Marketing with Hero Shot Images
- 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
- 6. PEOPLE FORM FIRST IMPRESSIONS about WEB PAGES in 17‐50 milliseconds That's 1/59th ‐ 1/20th of a second. Reference: ConversionXL.com, Google Research 2012. Image source: cheapwebdesign.co.uk 2‐6X FASTER :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
- 22. 7 Hero Shot Persuasion Factors 1. Keyword Relevance 2. Purpose Clarity 3. Design Support 4. Authenticity 5. Added Value 6. Desired Emotion 7. Customer "Hero" :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ] [ Hero Shot Featured Image ] Web Form Heading Resource benefit one Another cool benefit Memorable benefit Get the FREE Resource Today FULL NAME: EMAIL: Benefit‐Driven Headline That Hooks Attention & Matches Ad
- 23. #1: KEYWORD RELEVANCE Visualize the targeted search keyword or referring link text. :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar TARGETED KEYWORD Example content snippet with a REFERRING LINK. ‐‐OR‐‐
- 27. :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar SCENT TRAIL PROGRESSION INITIATE MAINTAIN ENHANCE KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE [MARKETING EDITION]
- 28. Web Form Heading Resource benefit one Another cool benefit Memorable benefit CTA FULL NAME: EMAIL: Web Form Heading Resource benefit one Another cool benefit Memorable benefit CTA FULL NAME: EMAIL: :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar SCENT TRAIL PROGRESSION INITIATE MAINTAIN ENHANCE KEYWORD / AD / WOM PAGE HEADLINE HERO SHOT IMAGE [MARKETING EDITION] KEYWORD
- 36. VISUALIZE THE TARGETED SEARCH KEYWORDS :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarSite Example: UW‐Eau Claire Continuing Education ‐ Woundstock Conference WOUND CARE EDUCATION HERO SHOT PERSUASION FACTOR #1: KEYWORD RELEVANCE MAINTAIN SCENT (HEADLINE) ENHANCE SCENT (HERO SHOT) 1 2
- 38. #2: PURPOSE CLARITY Help identify the page purpose/offer. :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar Description of the image ≅ Page purpose/offer
- 71. ~ Angie Schottmuller @aschottmuller, Optimization Director, Three Deep Marketing Credibility sets the STAGE. Logic leads to CONCLUSION. Emotion leads to ACTION. :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
- 86. :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinarWebsite: BigCommerce.com (2012) BODY LANGUAGE CUES: Lowering Head w/ Eye Contact: FLIRTING Head Propping w/ Hands: BOREDOM Arm Crossing/Resting: EGOTISM
- 94. 7 Hero Shot Persuasion Factors 1. Keyword Relevance 2. Purpose Clarity 3. Design Support 4. Authenticity 5. Added Value 6. Desired Emotion 7. Customer "Hero" :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar BRAND LOGO Offer Confidence/Urgency Booster.... [ Social Proof or Testimonial ] [ Hero Shot Featured Image ] Web Form Heading Resource benefit one Another cool benefit Memorable benefit Get the FREE Resource Today FULL NAME: EMAIL: Benefit‐Driven Headline That Hooks Attention & Matches Ad
- 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.
- 111. GA EVENT TRACKING FOR CRO: http://bit.ly/gaeventtrackingforcro :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar INCLUDES: ADJUSTED BOUNCE RATE SCROLLING (beyond fold, page bottom) DYNAMIC CLICK TRACKING tabs, jump‐to buttons/links, file downloads, click‐to‐call ph# [tel:], email [mailto:] , and external domain links
- 112. KEY TAKEAWAYS Recognize all images are NOT hero shots Tap the visual power of relevance, clarity, credibility, and emotion Leverage the scorecard to brainstorm, prioritize, QA and analyze images Implement event tracking to help analyze impact Let the hero shot shine! :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
- 117. CUSTOM REPORT: http://bit.ly/lpconversionflowgareport Analyze the conversion flow user experience and progression. (Note: These goals are not sequential. It's merely one way to look at it.) UX GOALS: Non‐Bounce (5s+) Scroll Beyond Fold Stick (15s+) Scroll to Bottom :: Visual Marketing with Hero Shot Images | Angie Schottmuller @ThreeDeep #VWOwebinar
Editor's Notes
- https://www.google.com/search?q=imperative
- http://braceandtherapy.com/online-shopping-vs-traditional-shopping/ Web scanning pin: http://www.pinterest.com/pin/34410384628302116/ (image source URL not found)
- https://twitter.com/McDonalds/status/557583390031884288
- https://twitter.com/Toyota/status/553454977700470784
- http://www.toyota.com/upcoming-vehicles/tacoma?dfaid=dis:twitter:989a_reveal:tcom:uvp:01.08_01.28
- http://mario.wikia.com/wiki/Princess_Peach%27s_Castle
- "With the information equipping the hero with the weapons, wisdom, and guidance along their own journey to slay the dragon)" - Tommy Walker
- Jammock Black 2.0 Jeep Hammock (87-15 Wrangler YJ, TJ & JK) http://www.extremeterrain.com/jammock-hammock-yj-tj-jk-700371223939.html
- http://www.jammock.com/other-uses/
- Img:
- http://www.freshbooks.com/blog/content-that-attracts-customers
- http://artofthepie.com/pipping-hot-pie/
- 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)
- http://artofthepie.com/pipping-hot-pie/
- http://artofthepie.com/pipping-hot-pie/
- http://www.humanbraincloud.com/#view/dentist
- Dentist landing pages: http://www.shamblottfamilydentistry.com/?keyword=dental http://fureydentalgroup.com/ http://www.parkdental.com/maplewood#ad-image-0 http://www.drstevegorman.com/ http://www.sereneoaksdental.com/
- Dentist landing pages: http://www.shamblottfamilydentistry.com/?keyword=dental http://fureydentalgroup.com/ http://www.parkdental.com/maplewood#ad-image-0 http://www.drstevegorman.com/ http://www.sereneoaksdental.com/
- Dentist landing pages: http://www.shamblottfamilydentistry.com/?keyword=dental http://fureydentalgroup.com/ http://www.parkdental.com/maplewood#ad-image-0 http://www.drstevegorman.com/ http://www.sereneoaksdental.com/
- Image: http://www.careerealism.com/cut-hours-getting-fired/
- https://blog.kissmetrics.com/shocking-truth-about-graphics/ headlines placed below an image are read by 10% more people than headlines above
- https://blog.kissmetrics.com/shocking-truth-about-graphics/
- LP: https://turbotax.intuit.com/lp/ty14/bn/tmp_1_hp.jsp?znM=mind3&cid=bn_fbp_15_soc_441_113267387_40736774&cvosrc=social%20network-paid.facebook-pp.40736774
- LP: https://turbotax.intuit.com/lp/ty14/bn/tmp_1_hp.jsp?znM=mind3&cid=bn_fbp_15_soc_441_113267387_40736774&cvosrc=social%20network-paid.facebook-pp.40736774
- LP: https://turbotax.intuit.com/lp/ty14/bn/tmp_1_hp.jsp?znM=mind3&cid=bn_fbp_15_soc_441_113267387_40736774&cvosrc=social%20network-paid.facebook-pp.40736774
- LP: https://turbotax.intuit.com/lp/ty14/bn/tmp_1_hp.jsp?znM=mind3&cid=bn_fbp_15_soc_441_113267387_40736774&cvosrc=social%20network-paid.facebook-pp.40736774
- Dentist landing pages: http://www.shamblottfamilydentistry.com/?keyword=dental http://fureydentalgroup.com/ http://www.parkdental.com/maplewood#ad-image-0 http://www.drstevegorman.com/ http://www.sereneoaksdental.com/
- http://www.jammock.com/other-uses/
- http://www.jammock.com/other-uses/
- 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
- YouTube: https://www.youtube.com/watch?v=pi7H2FYK-jc http://sploid.gizmodo.com/this-vine-compilation-video-of-magic-tricks-and-sorcery-1501486570 http://www.dailymail.co.uk/news/article-2539845/Puts-David-Blaine-shame-Vine-trickster-hailed-mind-bending-six-second-illusions-magic.html
- http://www.abtests.com/test/248002/homepage-for-yobongo YouTube API: https://developers.google.com/youtube/2.0/reference Example YouTube API code setting thumbnail: <media:thumbnail url='http://img.youtube.com/vi/8aYQ_wjmriQ/2.jpg' height='90' width='120' time='00:01:23' yt:name='default'/> <media:thumbnail>
- Image: http://trekmovie.com/2012/12/17/shot-by-shot-analysis-of-star-trek-into-darkness-teaser-trailer/
- https://www.google.com/search?q=define:bounce+rate
- https://www.google.com/search?q=define:bounce+rate
- http://www.linkedin.com/profile/view?id=36979992&trk=tab_pro
- Template: https://www.google.com/analytics/web/template?uid=4b97oNyaTFmUPdn07nhv8Q