All plays
When to use it
When the hero is a plain background, abstract illustration or product-only shot with no person in it.
How to run it
Run a hero variant with a large, friendly photo of a real customer or user beside the value proposition.
Why it works
Make it safe to believe you
A face draws the eye and makes the offer feel vouched for. 37signals' Highrise test found a big smiling customer photo behind the signup pitch increased signups 102.5% over their original design.
Source: Signal v. Noise: Highrise person-page tests