For example, you could offer 2 stacks of heroes in the tavern, with different characteristics: one stack would contain weak heroes with little experience (and their cost would be the same), and the other would contain powerful heroes with randomly generated experience and artifacts (and their price would vary depending on their usefulness).
That's it.
Or you could have 3 stacks. In the 3rd stack, provide a list of recently defeated heroes who gained experience through player battles.