James Breeze points out that people are drawn to images of faces. Using eye tracker technology, he shows that when faced with an ad with an image of a person and come text, people will concentrate on the face.
However, if you change the image so the person is looking at the text, the viewer will follow the gaze of the person and read the text.
So what does this mean for small business owners? It might well be worth trialling having an image of a person looking towards your Call to Action text on your website to see if this improves conversion.
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