Show the visitor someone like them in the hero

When to use it

When one hero image serves campaigns aimed at visibly different audiences and shows a setting most of them don't work in.

How to run it

1. 1Swap the hero image per segment (the industry, role or use case the campaign targets) and leave the headline and layout untouched, so the picture is the only variable.
2. 2Show the product in the setting the segment actually works in, not a stock office.

Why it works

Match what the visitor came for

The hero image is read first, and it tells visitors whether the product is for them. CXL's segment-matched proof work finds relevance is what makes an element persuasive.

Source: CXL segment-matched relevance