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3 Ways To Make Your Hero Shot Convert Better

by Jacob McMillen

Your hero shot is indisputably the most valuable piece of real estate on your website. It’s the only thing you are GUARANTEED your visitors will see.

If you’re not completely sure what a hero shot is, click a link and then take a screenshot the moment you arrive. That’s the hero shot.

Here is Crazy Egg’s hero shot, as an example.

shot

Now, you might have noticed that the above shot doesn’t look like what you see when you visit a typical website.

There’s no navigation. There’s no sidebar. You can’t even scroll down.

Why?

Crazy Egg is using its hero shot the same way most websites SHOULD be using their own hero shots:

  1. Attract target consumers into the conversion funnel.
  2. Release everyone else.

There are only two places you can go when you arrive at this home page – forward or bounce. Either you want to improve your site or you don’t.

Crazy Egg has zero interest in people who aren’t website owners, don’t plan to be website owners, or don’t care to improve their website. These people aren’t Crazy Egg’s target market. Yes, they might stick around if they didn’t have to either move forward or leave, but who cares? Why attract people outside your target market?

This hero shot lets the target audience know that they are the only ones being pitched – that the service is specifically for them. How many times have you showed up on a site and wondered who the site is speaking to?

Crazy Egg’s hero shot is a great example for a number of reasons, and today we’re going to be looking at some of these reasons while evaluating 3 ways to make your hero shot convert better.

1. Keep It Simple

The biggest problem with most hero shots is that there is too much going on. There are too many options.

Your hero shot should be centered around a single CTA, and there shouldn’t be anything else distracting users from converting in that singular way.

As you can see on Crazy Egg’s landing page, there are ZERO alternative navigation options. If you aren’t ready to commit that completely to an “opt in or get out” strategy, at least minimize navigation options within the hero shot itself or place them completely below the fold.

Distraction can only work against you when trying to capture reader attention. Keep it simple.

2. It’s All In The Value Proposition

The benefit of a simple hero shot is that it allows you to truly showcase your value proposition. It allows you to deliver your most compelling one-liner to introduce yourself and most importantly, describe how you can solve your clients’ problems.

The only downside is that with everything riding on your value proposition, it can’t afford to be bad. But let’s be honest; you can’t afford a poor value proposition anyway.

To write a great value proposition, you need simply need to communicate how you will benefit the customer. This “benefit” should be specific, compelling and targeted.

value

As you can see, Crazy Egg’s value proposition is ridiculously simple.

Want to make your site better? Great! Enter your website and we’ll show you how users engage with your site.

Simple.

And it works! You don’t have to write pages of copy or design the world’s most advanced landing page. Sometimes, it’s just a matter of highlighting the value you bring to the table and inviting users to experience it.

3. Make Your CTA Noticeable

In order to fully capitalize on your compelling value proposition, you need to follow it up with a clear, attention-grabbing CTA.

What do you want users to do?

It should be painfully obvious and visually easy to spot. A good CTA has a high contrast to the hero shot background and uses wording that is consistent with the value proposition.

heat

As you can see, Crazy Egg’s CTA does just that. High contrast. Clear direction. They could definitely stand to increase the contrast on the form field prompt. In case you can’t see, that says “Your website URL.”

Make your CTA obvious, and you will see significantly more conversions via your hero shot.

The Hero Shot Test

The best way to test your hero shot is to have a 3rd party evaluate it for you. Give them 10 seconds on your landing page and then quiz them on your business.

If the tester can’t give you a semi-accurate, one-sentence description of your business, you are doing something wrong.

Remember, you only have a few seconds to grab your readers’ attention. Your hero shot might be the only thing they see. Make the most of it!

Keep it simple. Deliver a compelling value proposition. Make the CTA obvious. And always remember to test it!

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Jacob McMillen

Jacob McMillen is a website copywriter and content strategist. He helps businesses stop playing around with content marketing and start seeing tangible ROI. Download his free guide: 2 Fail-Proof Marketing Strategies For Businesses On A Budget

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  1. Tyson says:
    November 26, 2015 at 10:47 am

    So glad to see the trend away from sliders, this is much better in my opinion.

    Though I do think it makes sense to still have links to a blog or the other pages.

    Perhaps they already signed up, is there a way for them around that opt in?

    Perhaps they aren’t ready to give out their email address, and need to ‘vet’ you a bit more. They should be given that opportunity.

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