A/B Testing Idea #99 - Leverage the power of visual cues such as imagery to focus attention towards your call-to-action

Tactic_Leverage the power of visual cues such as imagery to focus attention towards your call-to-action


Using clean, clear imagery is a great way to draw attention to your Call-to-Action (CTA). As in the example above, adding an additional simple visual stimulus that stands out through colour or another visual difference (shape, size etc.) will help ensure the customer's eye is drawn to the desired place.

Equally, making sure there isn't an excess of information or an overload of visual stimuli will help keep the CTA as the primary focus.


  • Von Restorff Effect (Von Restorff, 1933; Gardner, 1983; Taylor & Fiske, 1978)
  • Processing Efficacy (Jacoby & Dallas, 1981)
  • Recency Effect (Ebbinghaus, 1913; Miller & Campbell, 1959; Murdock, 1962; Glanzer & Cunitz, 1966)

The Research

Von Restorff Effect

An effect named after the psychiatrist who first studied it (Hedwig von Restorff), whereby individuals take note of and remember unusual or unique items more rapidly than other more uniform items.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

Recency Effect

The Recency Effect describes how we are more likely to retain and attribute importance to the most recent piece of information we’ve heard or seen.

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