Have you ever noticed where hero images in ads direct your eye? When we discuss multivariate testing, usually people think of changing key messaging and the call to action and only sometimes the subtleties of images. The ad below is a great example of how important it is to consider testing different image elements, such as which direction the model is looking.
Which is more engaging? This is just one example of using a model’s gaze as a multivariate testing variable. Research from eye-tracking specialists Think Eyetracking show that a model’s eyes influence your own eye movement.
Subtle differences can make a huge impact in drawing your eyes to a product brand and messaging. The above example reinforces the importance of A/B or multivariate testing to ensure an ad’s effectiveness relative to engagement and brand exposure.
Have you experienced lift from testing these similar subtleties with lift? If so, please tell us your results. If not, give it a try and share your findings. Happy multivariate display ad testing.
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{ 1 comment… read it below or add one }
Huh… I woulda thunk the opposite ad would have been more effective. My thinking would be, yeah, that’s great that when actually noticed that the ad is more effectively read, but my feeling would have been that the gaze might have brought the reader in in the first place. But that is just intuition, I have no data. And besides, the model is hot… I noticed her more when she was doing the gaze. Alas, I am not the target audience tho, am I?
Guys noticing a hot model won’t necessarily move any SunSilk off any shelves I’m thinking.
Good thoughts for sure! Thanks for the testing ideas! Subtle difference can be huge I see!