Conventional wisdom states: You should use images that guide a user to the actionable elements (or interest/desire elements) on the page. That’s what we’ve been told and that is what most of us have believed up until now. This idea stemmed from eye tracking studies where an image of a person looking or pointing at your call-to-action guides the user to look in the same direction, and it works! Doing this is great if you want your users to look at your call-to-action rather than click on it.
Just look at this cool image from Human Tracking. Clearly the eyes glanced to the left will guide the viewers eyes to the left.
Guiding potential users to your call-to-action using page elements or images is common practice in conversion optimization. But we hypothesized that, while guiding a user to a button can increase conversions, we had a belief that conveying emotion is more important than simply guiding the eyes of the viewer.
Now I know some you are saying to yourself “Duh!” But look around… Most sites focus on guiding the eyes, not conveying emotion. Since we are heavy on “copy” in our company, clearly emotion is something we yearn to elicit in people who visit our sites.
Before we go on, I want to give a BIG shout-out to our massive-traffic clients who let us do crazy tests to learn from and to grow their conversions. Without them (and the massive amount of traffic) we couldn’t do these types of tests. And just FYI, a little disclaimer: No landing pages were harmed in the making of this blog post. In fact, we were able to chalk-up another W in the win column for our incredible clients. (Whew!)