In all of the WEVO landing page analyses we have run for our clients, no one website element gets more attention and focus than the hero image and headline. Truth be told, our tests have proven that the headline is a critical driver of engagement and action, but the image associated with that headline is equally as important. As it turns out, your hero image says so much more to your audience than what you may have thought when you selected it.
A/B testing is meant to be quick, relatively inexpensive and measurable, but often marketers find that it is anything but. In interviews conducted by WEVO, digital marketers identified the A/B testing mistakes they’ve seen within the industry, and why these workarounds should be avoided, even though they do produce some short-term benefits.