Results of an A/B testing evaluation show how triggering an emotional response / connection from user’s vastly increases their response rate, by 102.5% in this case. This seems to have the marketing power of testimonials, but portrayed in one happy smiling customer photo. A picture is worth a thousand wordsBehind the scenes: A/B testing part 3: Finalé – 37signals.

37signals.com - A/B Testing Person Design

37signals.com - A/B Testing Person Design

Results of eye-tracking studies have shown how you can grab and guide a user’s eye using a similar emotional response. You look where they look, people look at other people’s faces – UsableWorld.com.au. But just because their eyes have seen an element on a page, doesn’ t mean that they’ve registered it.

Tobii eye tracker heat map of 106 viewing baby ad - UsableWorld.com.au

Tobii eye tracker heat map of 106 viewing baby ad - UsableWorld.com.au

Further reading: