Human Faces Can Increase Conversion Rates

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Are you using faces of smiling happy people in your apps and landing pages?  You should think about it. They’ve been proven to increase conversion rates in a few ways.
  • In the Netflix example, above, you can see a happy family staring in the direction of the sign up form. Nextflix has been using this since at least October 2007 (per an old presentation of ours). Folks tend to look where other people are looking.
  • This phenomenon was further proven in this study (baby example above).  You can see the eye-tracking results when the baby was facing forward and when the baby was facing the text.
  • 37 Signals (popular app company) did some pretty extensive testing of human faces. They A/B tested a whole bunch of different faces, and, for their product offering, the guy above was the winning landing page (probably because he’s relatable to the target audience).
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