This weeks Which Test Won surprised me—I got is one wrong: “Do Happy, Smiling People Convince More PPC-Driven Traffic to Stick Around & Shop for Awhile?”
When does PPC-Driven Traffic to Stick Around & Shop for Awhile?
Back to the Heatmap testing to see why!
Heatmap (pre)testing proves to be a powerful tool in this test.
One of the most important factors for PPC conversions is to build trust as quickly as possible. This is most easily done using your logo—especially for a familiar (brand) name.
Other factors are important to assist conversion. Like as little clutter as possible. Clear focus on the call to action.
Version A
Heatmap analysis of Version A shows clear scanning of the logo.
Heatmap version A
Version B
Heatmap analysis of Version B whilst keeping focus on the call to action, seems distracted by the faces. Missing the logo all together.
Heatmap version B
