Earlier this week I ran a creepy plenty of fish case study based off a tweet I read by @smaxor. I tried to figure out whether or not eye direction on ads made any difference, and if so how much?…It was also a way of finding out whether guys fancied chickies with wandering eyes.
I then got everyone to vote on which ad they thought would draw the highest CTR. Over 50% of votes were for the two ads which had the woman staring at the call-to-action (I would of voted for that too).
Here are the actual results:
Exhibit A.1 0.14% CTR | Exhibit B.1 0.16% CTR
Reader votes: 8.8% and 7.9%
(eyes looking at camera)
Exhibit A.2 0.17% CTR | Exhibit B.2 0.19% CTR
Reader votes: 30.7% and 18.6%
(eyes looking at call to action)
Exhibit A.3 0.15% CTR | Exhibit B.3 0.24% CTR
Reader votes: 5.1% and 6.5%
(one eye looking at camera, one eye looking at call to action)
Exhibit A.4 0.19% CTR | Exhibit B.4 0.21% CTR
Reader votes: 14.9% and 7.4%
- The girls looking into the camera (A1, A2) performed the worst.
- The girls looking at the call to action did better than the default ads, but lost out to the crazy eye ladies.
- Ad B3 destroyed the competition with 0.24% CTR. 6.5% of you voted for that one, congrats! 93.5% of you didn’t, booo!!!
- The girl on the right out performed the girl on the left in all experiments.
“Thanks Mr Green for that interesting case study (who says thanks to themselves in third person?), I can totally understand why the crazy eye women had the best CTRs, but I bet the normal looking girls had the most conversions, am I right?”
A1. 2 conversions A2. 2 conversions A3. 2 conversions A4. 4 conversions
B1. 2 conversions B2. 4 conversions B3. 5 conversions B4. 5 conversions.
This is the part where I hate internet marketing. I feel like I have it all figured out, I feel like there is all this logic to it. Then when I get results like this it makes me second guess everything.
It wasn’t just that the ads with more conversions received more clicks, the clicks actually converted better.
I’m unsure what to draw from this…
Guys dig crazy eyes?
Am I a guy?
Who am I?
P.S. I dedicate this case study to this kiwi song