One disadvantage to eCommerce is that your customers don’t get to see and have a feel of your product before purchase. It limits your chances of making double your usual sales because of the doubts that will arise from not being able to try out your product.

Those selling clothing items, for instance, will have prospects that might not be certain of their sizes and will desire to always try out clothes before purchasing them. Because your store is online, that becomes a problem. As such, it is your duty to help them fully understand the benefits of purchasing what you offer as well as aid their imaginations to the fit of your product and their needs.

There are various options available to sell your products in a convincing way and one of these is to build a benefit centric headline, add glowing reviews, or include informational body copy. All these would work to an extent, but if they are missing photos, you would lose your customers’ attention as fast as you caught it. There is one thing to tell your prospects what they will get, it’s another thing entirely to show them.

The Power of Images on Post-click Landing Pages

Outside the digital space, it takes humans one-tenth of a second to form an opinion about another person. In the digital space, it takes only half the same time. The theory of the Picture superiority effect states that concepts are easily remembered when they are presented as images rather than text.

When it comes to absorbing information, humans are visual creatures. We as humans process images up to 60,000 times faster than text, and if the images are correctly used online, they compel prospects, even better than copies, to take action, share content or spend more time on a webpage. This is where the “hero shot” comes in.

What is a “Hero Shot”?

A hero shot is usually a visual representation of your offer that demonstrates how your product or service works. This is in order to aid the imagination of the prospects of your brand or product as its major aim is to help your prospects picture themselves using it.

hero shot example
The image here is an example of a hero shot

Simply put, it is an image that helps prospects envision what it would be like to reap the benefits of your offer. Your product or service is what transforms them into the hero and the hero shot is generally a photo or a video that clearly shows the benefits and context of use.

Hero Shot Important Tips

  • Convey an emotion with your hero shot. 
  • Understand your subject matter and portray it accordingly. 
  • Identify the different races and cultures and know what will suit them. 
  • Understand the seasons and make them reflect accordingly.
  • Be very creative with your product image. 

Tips to Driving Conversions with Your Hero Shot

To drive conversions with your hero shots, here are a few qualities you need to consider and questions you should be asking yourself.

1. Matching hero shots to keywords.

Matching keywords to hero shots

To be effective and in order to convert, your hero shot needs to match all the media and keywords that led your prospects to visit your landing page. This comes down to having a great message match. The landing page your prospects are directed to has to enhance the trail you have created from the headline, body copy, the imagery. And should end at your CTA (Call To Action) button where your prospect clicks to get the benefits of your offer.

2. What is the relevance of your hero shot?


Most times, landing pages are surrounded and filled with informational aids of all kinds including the headline and body copy. Your hero shot should be able to tell it’s purpose on sight without the help of visual aid. You want people to understand what message you are trying to pass across with your choice of imagery and know the action they are expected to take from there. Don’t just select a picture because you think it’s pretty or has good lighting, make sure it’s relevant to your content. 

People respond very strongly to visual cues. So take advantage of this and use a hero shot that is relevant to your brand and in the correct context of your campaign or landing page. Another thing you should note is that eye-tracking studies have shown that people tend to take visual cues from images, so ensure that your model is looking at your big message or call to action.

3. What feelings do you intend to invoke?

Feelings invoked by hero shots

The reason you don’t often see websites or landing pages with just long paragraphs of plain text is that when it comes down to it, the right pictures create an emotional experience with the audience that makes them connected to your brand. 

When people visit your landing page, they are expecting to get a positive experience and not be bored by long essays. One of the easiest ways to create this experience for your prospects is by selecting a hero shot that sparks an emotional reaction in them. To be able to do this, there is a need to understand your prospects’ pain points in advance. 

Knowing their pain points will help you pick an image that will resonate with them. If you don’t understand their pain points, you might use the wrong image that will trigger their problems and as such chase them from your website, if you hope to convert prospects, it is important that you help them imagine a world in which their problems don’t exist.

4. Is the rest of your page supporting your image?

Supporting pages to hero shots

Even though your picture has to make sense and communicate a message on its own without the help of contextual aids, the truth remains that your image isn’t the only thing that will be seen on your landing page. You should include headlines, testimonials, and call to action that adds value to the message you are passing across. 

An interesting way to make all of your content sync is to write headlines below your images, images like that get read 10% more than ones placed above images. Not just that, if you plan to use a picture that has people in it, then consider their body language. 93% of all communication is nonverbal and your model is going to be communicating with your prospects whether you like it or not. You should avoid unfriendly poses with arms crossed or flirtatious poses with a wink. 

It is important that you use an image that supports your overall message. Creating a consistent marketing experience for your prospects is important and it involves your hero shot. 

Your keywords, CTA, copies all have to work together consistently to create a positive experience as we mentioned earlier. It is also important to note that your hero shot is a crucial component of your landing page and how it is perceived. You risk the conversion of your prospects if your messages are not aligned. 

5. What is the authenticity of your hero shot? 

To a large extent, everyone has the ability to spot out pictures of low quality. Most people settle for the pictures they can get on a website because it is easier to come by and cheaper as they get to save the cost that goes into organizing an entire shoot. Using your own pictures, however, demonstrates the power of your products more effectively.

Using stock photos from the website comes across as generic, lazy, and impersonal, sometimes it shows that you and your brand are not trustworthy. A large percentage of online shoppers say that pictures with high quality are very important to their buying choices and as a seller, you can’t turn a deaf ear to that by being unprofessional or inauthentic.

The TV and the internet are constantly flooded with fake videos, photos, and stories that are peddled to as real ones. As a result, people are more skeptical than ever. Plus when you use a stock photo as your hero shot, you pass across a negative message. 


Hero shots still serve as one of the most powerful forms of imagery marketing as they communicate your unique value proposition in one photo. They communicate to your prospects what they will become and the benefits they stand to experience when they use your products or service.

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