About Face: Why You Should Stop Special leads

Almost all of the results feature happy people of various ages and races to support a request to “click to learn more.” Digital marketers have a tendency to Special leads use people in ads. After all, human faces can add warmth and emotion that helps support an intended tone for a specific brand or product. But there’s one big problem: Using faces can Special leads drastically hurt your ad performance. Facing the Misconception Our eyes gravitate toward the faces of human subjects.

On first thought, this might be seen as a strategic element: Simply Special leads use human faces in ads to draw in more attention. Unfortunately, getting attention is the easy part; keeping it is a challenge. This is seen in Facebook users on mobile devices who engage with content for an average of just 1.7 seconds before moving on. Viewers have another Special leads tendency that marketers should take note of: Instead of Special leads reading the headline of an image, consumers will skip it and direct their attention to the image itself.

A recent eye-tracking study, “Eye Gaze Cannot Be Ignored,” demonstrated Special leads this effect with a webpage showing a baby looking directly at the reader. Although the page featured a sizable headline complete with supporting text, the baby’s face drew in the majority of attention. For marketing purposes, this ad failed because images alone rarely convey all the information associated with an ad. Besides attracting the wrong kind of Special leads attention, featuring faces can also unintentionally alienate certain viewers. Humans are quick to pass judgment on other human subjects,