Split Testing Images on Sales pages

Hey guys! We just got a 34% lift by split testing the image on a sales page for a health brand and wanted to report back on it.

The importance of the above the fold image on your landing pages can’t be overstated. They’re also some of the easiest tests to run.. even if you put zero thought into it.

To be honest, randomly testing images on your LPs is probably a good use of your time. As in, putting 30 seconds of thought into it and testing will probably get you results.

But if you want to put a 10 minutes of thought into it, you can use the following framework for a test:

“Aspirational” vs. “identifiable”

Aspirational images appeal to the end result/the person they will become by using the product. They showcase what and who your customer WANTS to be.

If you sell skincare, this would be showing a young and attractive woman or man with perfect skin.

Identifiable images appeal to who the customer currently is.

Prevailing wisdom would say that aspirational one would win out. I mean, isn’t the whole point of product marketing to show what the person can become if they buy a product?

The truth is that depends on the confidence of the avatar. Some markets and avatars are so mistrusting and jaded from trying dozens of solutions that they don’t even believe that they can get to the end goal. If you show them an aspirational image, it’s just going to turn them off.

If you’re dealing with an insecure market, identifiable image would likely be more appropriate.

So which test won in the test I referenced above?

Aspirational. My theory is because the brand has a pretty clear unique mechanism that has a ton of trust built-in to the product. Even jaded and sophisticated prospects believe the results.

Sidenote: You can use both as aspirational and identifiable images in the same above the fold.

Before and after images oftentimes show both - the before is identifiable, the after is aspirational. Showing the transformation builds trust.

The beauty of split testing is it puts all the armchair philosophizing to bed… even though I love armchair philosophizing about CRO. Ultimately, the market decides. What we think doesn’t matter.

Get testing!

Ethan

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