"Small creative tweak = 30% more sales.
Would you think to change this one simple thing?
Two ads, one difference: eye contact.
The comparison in this image isn't just aesthetic.
It’s a case study in conversion psychology.
So how do you know whether eye contact will work in your campaign?
Here's the rule all the best marketers follow:
If the product is aspirational
(Think fashion, lifestyle, anything that sells a dream outcome)
Use models looking away.
This creates immersion, so it's easy for people to put themselves into the story.
If the product is functional
(That's tools, services and anything that solves a practical problem)
Use models looking at the camera.
This gaze creates trust, so you're signalling with intention.
We often get caught up tweaking ad copy,
Headline formulas, or design tweaks,
But here’s the real breakthrough:
The right signal for the right product can transform your ad performance.
This is why we isolate variables before we scale.
This is why systems outdo hacks, every time.
Sometimes the breakthrough isn’t what you say.
It’s what the image makes them feel.
Would you think to change this one simple thing?
Two ads, one difference: eye contact.
The comparison in this image isn't just aesthetic.
It’s a case study in conversion psychology.
So how do you know whether eye contact will work in your campaign?
Here's the rule all the best marketers follow:
If the product is aspirational
(Think fashion, lifestyle, anything that sells a dream outcome)
Use models looking away.
This creates immersion, so it's easy for people to put themselves into the story.
If the product is functional
(That's tools, services and anything that solves a practical problem)
Use models looking at the camera.
This gaze creates trust, so you're signalling with intention.
We often get caught up tweaking ad copy,
Headline formulas, or design tweaks,
But here’s the real breakthrough:
The right signal for the right product can transform your ad performance.
This is why we isolate variables before we scale.
This is why systems outdo hacks, every time.
Sometimes the breakthrough isn’t what you say.
It’s what the image makes them feel.
"Small creative tweak = 30% more sales.
Would you think to change this one simple thing?
Two ads, one difference: eye contact.
The comparison in this image isn't just aesthetic.
It’s a case study in conversion psychology.
So how do you know whether eye contact will work in your campaign?
Here's the rule all the best marketers follow:
If the product is aspirational 🧥
(Think fashion, lifestyle, anything that sells a dream outcome)
Use models looking away.
This creates immersion, so it's easy for people to put themselves into the story.
If the product is functional 🛠️
(That's tools, services and anything that solves a practical problem)
Use models looking at the camera.
This gaze creates trust, so you're signalling with intention.
We often get caught up tweaking ad copy,
Headline formulas, or design tweaks,
But here’s the real breakthrough:
The right signal for the right product can transform your ad performance.
This is why we isolate variables before we scale.
This is why systems outdo hacks, every time.
Sometimes the breakthrough isn’t what you say.
It’s what the image makes them feel.
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