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A/B Testing Idea #257 - Avoid facial distraction by using face images to direct attention to the call-to-action

Tactic_Avoid facial distraction by using face images to direct attention to the call-to-action

Description

Beware of images! On the one hand, it's true that a user retains what is contained in an image more than in text. But be careful - if you use an image of a face that is looking directly at the user it can distract them. In fact, we tend to analyse facial expressions and ignore everything else. Take advantage of this by having your face image looking in the direction of the CTA. This will guide the user in that direction and increase the chances of them clicking.

Principles

  • Attention Ratio (Schwartz, 2004; Khaneman, 2011)
  • Gaze Cueing (Perrett; Hietanen; Oram & Benson, 1992; Baron-Cohen, 1995; Emery, 2000; Frischen; Bayliss & Tipper, 2007)

The Research

Attention Ratio

Attention Ratio is based on the fact that people are more likely to follow through on an action if their focus is concentrated and their attention is not split between lots of different elements.

Gaze Cueing

Gaze Cueing explains how we are automatically attracted to others’ gazes and lines of sight, whether that be looking directly in to someone’s eyes during a face-to-face conversation or the way in which we tend to follow the gaze of others to see what they are looking at.

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