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Your website’s design plays a significant role when it comes to your ecommerce conversion rates. Visitors form opinions about your website in a fraction of a second. So you need to make their first impression of your site a good one.
An effective way to do that is to attract visitors’ attention with a compelling hero image that presents your business’ value proposition.
But what is a hero image? And how can you use one to increase your ecommerce conversion rates?
To find out, keep reading below.
Here’s What You Need To Know About Hero Images
Visually, a hero image is a large header photo or series of photos displayed prominently on your webpage. You’ve undoubtedly seen them on websites before:
Hero images can be used by themselves. Or they can appear under overlays or text headings.
Hero images are more than just large photos, though. Hero images have a purpose. And that purpose is to convey a solution to your visitors’ problems by providing context and clarity to your value proposition and evoking an emotional response from visitors.
When done right, hero images capture the allure of your products, showing them in use, so visitors can see how your products can meet their needs and improve their lives.
Visitors make rapid-fire judgments about every site they visit. And an engaging, relevant hero image can help create a better first impression.
It’s easy to understand the appeal of hero images from a design standpoint. But do hero images actually incite more visitors to convert?
Can Hero Images Increase Your Conversion Rates?
Multiple case studies have shown that hero images can indeed increase your ecommerce conversion rate. CrazyEgg reports that Dell, Saloman, and Kindercare all saw significant improvements after redesigning their sites to include hero images.
At Conversion Fanatics, we’ve also seen better performances from websites with hero images, especially compared to those with scrolling carousels. We’ve found that having movement like that on your site can reduce ecommerce conversion rates and engagement by up to 40%.
A static hero image that focuses on your products’ key benefits and includes a strong call-to-action to shop now has proven to be more effective at engaging visitors in the shopping process.
Hero Image Best Practices
According to Three Deep, there are seven factors that every hero image needs to embody:
- Keyword relevance – Choose an image that complements your target keywords.
- Purpose clarity – The image should clarify the mission of your offer or webpage.
- Design support – You want the image to support your page design and enhance its flow. (Bonus points if the image also nods in your CTA’s direction.)
- Authenticity – The image should represent your company or brand in a genuine way (i.e. no stock photos).
- Added value – Use an image that adds value by providing context, showing benefits, or answering questions about your business.
- Desired emotion – The image should depict qualities or emotions that motivate action or foster a sense of connection between your customers and brand.
- Customer “hero” – Lastly, you want an image that portrays customers as “heroes” (hence the name) after finding the solution to their problem.
The purpose of your hero image should be clear and the image should never distract from the user experience of your site.
You need to A/B test to make sure you’ve found the optimal hero image for your business. But these factors provide a basic framework to help you make your initial selection.
What are your thoughts on hero images? What kind of impact do you think adding a hero image to your website would have on your ecommerce conversion rates? Use our contact page to get in touch and share your insights.