It does, between 15 and 25% better conversion was seen when the image of a person on a landing page was looking “towards the form/CTA”. Must always keep up your guard when executing new campaigns to make sure that you don’t re-make the mistakes of the past. Basic items like red buttons, high-up CTA, pre-filling forms and light-weight pages are easier to remember but some of the more obscure one are easy to forget. As a result we’ve re-awakened our 64Monkeys programme which was designed to document and store the results of every test we run. We might even release the information into the public domain if we can get permission from our clients.

So in many ways it’s been a rear-guard action as we’ve had to fight against the client’s, co-supplier’s and consultant’s wishes to drive home the philosophy of continual testing and letting the masses decide which page, landing zone, micro-site, call-to-action and design is better.

I’d be lying if I said it wasn’t a hard slog and at a number of points we were on the point of giving up but after 2 months showing the results of real numbers and metrics they’re sold and quite rightly they should after seeing a dramatic upswing in conversion rate.

We’re in the final throes of putting together a case study on this client and I hope it will be ready sometime in April so if you want to reserve a PDF version of the case study now then drop me an email and I’ll make sure you get one of the first batch.

This will be the first time we’ve openly shared so much information about how we work and we’ll be showing actual test results with annotated screenshots. The case study is part of our 64Monkeys projects that was kicked-off in 2007 as an internal knowledge base holding the planning and results behind every test we’ve carried out (around 4,500 so far). We’re planning an alpha roll-out of 64Monkeys later this year to openly share and collaborate with our clients and encourage a great deal of cross-fertilisation.