Have you ever noticed where hero images in ads direct your eye? When we discuss multivariate testing, usually people think of changing key messaging and the call to action and only sometimes the subtleties of images.  The ad below is a great example of how important it is to consider testing different image elements, such as which  direction the model is looking.

landing page effectiveness

Which is more engaging?  This is just one example of using a model's gaze as a multivariate testing variable.  Research from eye-tracking specialists Think Eyetracking show that a model's eyes influence your own eye movement.

landing page effective

Subtle differences can make a huge impact in drawing your eyes to a product brand and messaging.  The above example reinforces the importance of A/B or multivariate testing to ensure an ad's effectiveness relative to engagement and brand exposure. Have you experienced lift from testing these similar subtleties with lift?  If so, please tell us your results.  If not, give it a try and share your findings.  Happy multivariate display ad testing.