The 2 Hottest Landing Page Hero Shot Trends

September 15, 2014 | 3 min read
By Jenny Knizner

imagesAs web design style and technology continues to evolve, marketers and designers need to continuously be aware of the latest trends and carefully consider if they are a good fit for your visitor intent, audience personas, marketing goals, and conversion actions. In addition to style and structure, imagery – in particular the hero shot – significantly influences the visual impact of your landing page, how an offer is received, and how the content is understood. So it is always worth testing the image you choose for your landing page optimization efforts.

Side note: If you need a little extra guidance in choosing the right image for your hero shot check out 7 Considerations to Make When Choosing the Right Image for Your Landing Page.

In addition to choosing the “right” image or video to use on your page, you may also want to test the style and placement of the hero shot. Two trends that I’m sure you’ve noticed around the web are what has been coined as “the mega image” and video in place of photos (and even in place of most above-the-fold text). Both trends allow the design of the page to take on the “less is more” design approach, but also give even more weight than ever to your CTA/headline text and the image or video. For either application to have any success, your CTA must be highly engaging and intriguing.

Now we all know that trendy web design does not always translate into a high converting landing page. So let’s take a closer look at both of these trends and whether they are worth testing.

1. The Mega Image

If asked what the #1 trend in web design is today, most designers would say that the use of oversized hero-shot or background images is it. The oversized image is a great way of immediately getting your visitors attention, and can help you build instant emotion around your messaging.

mega-image

These oversized images, or mega images, also provide a much classier alternative to the outgoing (fingers crossed) slider fad. Landing page optimization testing has revealed just how poorly sliders perform and the negative impacts they have on the user experience .

So it’s worth a little concern on whether the oversized image will have the same negative impacts. However a post from The Daily Egg provides case study data to support this new trend, making this an extremely effective alternative to the slider and just plain effective for your landing page, which explains why large and small businesses alike are jumping on this mega-image bandwagon.

2. The Video Hero

As videos are becoming easier to produce and share, we have grown accustomed to seeing them everywhere across the web. And landing pages are not any different. Video has been supporting content on landing pages for ages, but recently we’ve seen it take the spotlight.

VERO

And here’s why: we’ve always structured landing page content for both the skimmer and the thorough reader, which can prove quite challenging. Crafting engaging, extremely descriptive subheadlines and bulleted lists, while also including in-depth explainer text, can make for a long, text heavy page and is not ideal.

But video appeals to both types of buyer in that it can explain more than people will want to read in a shorter amount of time. Video also typically increases the length of time people stay on your page and can help increase trust factor if you use client testimonials and employees for education videos. So it’s no wonder that we’ve started putting it in the forefront.

Although I haven’t seen any case study data yet on this new “video first” approach, a study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80% – which makes this a very intriguing landing page optimization opportunity to test.

Have you had the opportunity to test either of these trends on your landing pages? I’d love to hear about your tests or opinions on these trends or other great hero shot trends you’ve seen. Comment below or give me a shout @JennyKnizner.

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The 2 Hottest Landing Page Hero Shot Trends

September 15, 2014 | 3 min read
By Jenny Knizner

imagesAs web design style and technology continues to evolve, marketers and designers need to continuously be aware of the latest trends and carefully consider if they are a good fit for your visitor intent, audience personas, marketing goals, and conversion actions. In addition to style and structure, imagery – in particular the hero shot – significantly influences the visual impact of your landing page, how an offer is received, and how the content is understood. So it is always worth testing the image you choose for your landing page optimization efforts.

Side note: If you need a little extra guidance in choosing the right image for your hero shot check out 7 Considerations to Make When Choosing the Right Image for Your Landing Page.

In addition to choosing the “right” image or video to use on your page, you may also want to test the style and placement of the hero shot. Two trends that I’m sure you’ve noticed around the web are what has been coined as “the mega image” and video in place of photos (and even in place of most above-the-fold text). Both trends allow the design of the page to take on the “less is more” design approach, but also give even more weight than ever to your CTA/headline text and the image or video. For either application to have any success, your CTA must be highly engaging and intriguing.

Now we all know that trendy web design does not always translate into a high converting landing page. So let’s take a closer look at both of these trends and whether they are worth testing.

1. The Mega Image

If asked what the #1 trend in web design is today, most designers would say that the use of oversized hero-shot or background images is it. The oversized image is a great way of immediately getting your visitors attention, and can help you build instant emotion around your messaging.

mega-image

These oversized images, or mega images, also provide a much classier alternative to the outgoing (fingers crossed) slider fad. Landing page optimization testing has revealed just how poorly sliders perform and the negative impacts they have on the user experience .

So it’s worth a little concern on whether the oversized image will have the same negative impacts. However a post from The Daily Egg provides case study data to support this new trend, making this an extremely effective alternative to the slider and just plain effective for your landing page, which explains why large and small businesses alike are jumping on this mega-image bandwagon.

2. The Video Hero

As videos are becoming easier to produce and share, we have grown accustomed to seeing them everywhere across the web. And landing pages are not any different. Video has been supporting content on landing pages for ages, but recently we’ve seen it take the spotlight.

VERO

And here’s why: we’ve always structured landing page content for both the skimmer and the thorough reader, which can prove quite challenging. Crafting engaging, extremely descriptive subheadlines and bulleted lists, while also including in-depth explainer text, can make for a long, text heavy page and is not ideal.

But video appeals to both types of buyer in that it can explain more than people will want to read in a shorter amount of time. Video also typically increases the length of time people stay on your page and can help increase trust factor if you use client testimonials and employees for education videos. So it’s no wonder that we’ve started putting it in the forefront.

Although I haven’t seen any case study data yet on this new “video first” approach, a study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80% – which makes this a very intriguing landing page optimization opportunity to test.

Have you had the opportunity to test either of these trends on your landing pages? I’d love to hear about your tests or opinions on these trends or other great hero shot trends you’ve seen. Comment below or give me a shout @JennyKnizner.

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