Hero Images: All the Rage, But Are They For You?

We just recently heard from a friend attending one of the big conversion optimization conferences that oversized “hero” images were the talk of the event. Specifically, landing pages with the oversized images have been winning out over pages with smaller images in split tests conducted by a broad number of firms.

Justin Rondeau added his take on the subject on Crazy Egg, pointing out that some of the biggest brands, including Google and Dell, have been turning to the oversized hero images for their landing pages. In the case of Dell, a larger image on a contact page led to a 36% increase in form submissions – pretty lofty stuff for a company that is known as a leader in split testing and whose original form was already converting quite well.

So what makes these large images work? In part, they simply help unify the page design and make them more aesthetically pleasing. Another element of the success of oversized images is the use of original, high-quality images rather than stock images. Stock images, especially those with human models, tend to stick out like a sore thumb. The oversized images, on the other hand, need to be engaging and feel genuine and organic to the page.

So should you consider hopping on the oversized image bandwagon? If you are willing to invest in high-quality photography and split testing of your new landing pages, then you might well want to try them out. They’ve been reaping huge rewards for major brands, and they might well do the same for your company. The only way to know for sure is to try and to test!

Our Secret Weapon for Winning at PPC

Online ad management isn’t easy. It takes a lot of time, effort, experience, and knowledge to not just break even but to make substantial profits with Adwords, Facebook Ads, LinkedIn Ads, etc. The competition grows more fierce by the day, and as good as you might get at optimizing ads and campaigns, you really only can get SO good and your cost per click can only go SO low.

So what do we do when we run into a wall – when we’ve minimized out CPC and seemingly maximized our CPA? How do we continue to improve our metrics and make our paid campaigns more profitable for our clients? We turn to split testing and conversion optimization to not only lower our cost per lead but to literally dominate the competition.

With A/B testing and landing page optimization, we have been able to reduce the cost per acquisition over time by more than 50% (and sometimes by as much as 90%). You read that right – a 50% to 90% reduction in CPA, and that is on TOP of all ad campaign optimization results!

If you do the math, a 50% reduction in CPA means you can effectively spend half as much to get the same number of leads. Or, conversely, you can potentially spend twice as much on your bids and literally wipe your competition off the map. Even a 25% reduction in CPA would be huge for most businesses, and at times we’ve been able to achieve that in a single test!

By adding split testing to our CPC and CPM toolbox, we are able to achieve fantastic results for our clients while amplifying the results of our ad management. It is a winning and synergistic combination of services that we highly recommend for anyone serious about getting the most from their paid traffic.

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