Key Takeaways
  • The direction a person’s face is pointed deserves testing. In this comparison, the photo with the man looking down and his eyes shut outperformed the photo with the man looking straight ahead and his eyes open.
  • Small visual differences can affect response. Changing the main photo produced a 14.32% higher response in this test.
  • Test individual elements separately. This helps you identify which change makes a difference.
  • Let response guide your creative decisions. Measure which version performs better instead of choosing a photo solely on personal preference.
  • Make testing part of your marketing routine. Photos, font sizes, colors, and graphic placement all provide opportunities to improve results.

 

It is truly amazing how a slight difference can have an impact on your response.

By testing just one aspect of the layout, such as the picture, font size, color, or placement of graphics, you can gain valuable data about what produces the highest response…and make changes to increase your lead generation and profits.

The Test

I wanted to test photos for one of my longtime clients, Health Alert. Every campaign should have tests.

I tested separately six variables in this test. In the comparison below, all I changed was the main photo in the ad.

Test A featured a picture of an elderly man holding his head and looking straight ahead with his eyes open.

Test B featured an elderly man holding his head, but with his face looking down and his eyes shut.

The Results

The results showed that Test B generated a 14.32% higher response than

Test A.
For the bottom line, tests like these can add up to greater profits.

FAQs:

Q: Why should I test where a person’s face is pointed in an advertising photo?
A: The direction of the face and the person’s expression can change how your prospect responds to an image. In this Health Alert comparison, the photo of a man looking down with his eyes shut generated a 14.32% higher response than the photo of a man looking straight ahead with his eyes open.

Q: What changed between Test A and Test B?
A: The main photo in the ad changed. Both photos featured an elderly man holding his head. In Test A, he looked straight ahead with his eyes open. In Test B, he looked down with his eyes shut.

Q: Why test individual advertising elements separately?
A: If you change the photo, headline, and offer at the same time, you cannot easily identify which change affected response. Testing individual elements separately helps you make better decisions about what to keep and what to improve.

Q: What other visual elements should I test?
A: Test font size, colors, and the placement of graphics. For example, you could compare two placements for the same photo while keeping the headline, copy, and offer consistent.

Q: What does a 14.32% higher response mean?
A: It means Test B’s response was 14.32% higher relative to Test A. As a simple illustration, if Test A generated 1,000 responses, a 14.32% improvement would mean approximately 1,143 responses under equivalent conditions. These numbers illustrate the percentage; they are not the actual response totals from this test.

Q: How can small improvements in response help my bottom line?
A: When you generate more response from the same advertising investment, you can reduce your cost per response. If those responses produce profitable customers, the improvement can add to your bottom line—especially as you expand the campaign.

Action:

If you would like to talk about how you can make small changes like these to improve your results, give Michael a call at 615-933-4647 or email him at [email protected].

Let’s identify what to test—and measure what produces a better response for your business.

About Craig Huey:

Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

  • Tested more than 10,000 digital marketing variables.
  • Mailed over 10 million pieces of direct mail in the last year alone.
  • Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

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