Faces in Advertising
Background:
Because our eyes are naturally drawn to faces, many advertisers use them in their ads. We wanted to learn which faces were most effective in advertising.
The Experiment:
We rotated through three similar banners, changing only the face that was featured in the ad. We used a generic icon face, a male face, and a female face. All three ads pointed to the same landing page.
The Test Ads:
Results:
There was a surprisingly even distribution of clicks across all three advertisements. The pictures almost seemed irrelevant. However, the time each visitor spent on the landing page told a different story.
Clicks:
Conclusions:
Using photos of people, as opposed to generic tech support icons, can build the visitors' confidence. It is easier to feel like you will get an answer when you see a real person who appears to be waiting for your call.