Hero image from johnlewis.com

Hero Image

Definition:

The hero image should be a credible photo or video of a solution that embraces relevance, context, emotion and value to inform or persuade a customer to take action. It is usually a large banner image that is positioned in a prominent central location above the fold on a webpage.

When evaluating a hero image a number of factors need to be considered including:

  1. Keyword relevancy.
  2. How it supports the scent trial.
  3. How does it communicate the purpose of the page?
  4. Does it communicate authenticity?
  5. What qualities or emotions does it communicate?
  6. Does it display the customer as the hero (not the brand)?

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Image optimisation – Image optimisation tools to improve load speed and conversion.

Beautiful women – Are images of beautiful women on website a distraction?

Digital Marketing and Insight