Ad Gaze Secrets For Conversions

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Partnership with GetResponse

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💡How Eye Contact in Ads Impacts Conversions

If you are creating a new ad campaign, the direction of your model’s gaze can have a measurable effect on performance. Research from the University of Houston reveals that the choice between direct eye contact and an averted gaze should depend on whether your product is functional or pleasure-based.

💡 Here Are Some Key Insights

1️⃣ Direct Eye Contact for Functional or Serious Products: Products with a practical purpose or tied to negative emotions perform better when the person in the ad looks directly at the viewer. This builds credibility and trust, making the message more persuasive. For example, ads about a cafe’s convenience were 12% more effective when the model maintained direct eye contact.

2️⃣ Averted Gaze for Enjoyment-Based Products: When a model looks away from the camera, viewers can more easily imagine themselves in their place. This boosts appeal for products bought for pleasure. In tests, an online sunhat ad generated 30% more sales, and a watch ad was rated 19% higher when the model looked away.

3️⃣ Eye Contact Choice Can Shift Behavior: Direct gaze worked best for negative campaigns like anti-smoking ads, increasing sign-ups by 40%. For positive, aspirational products, avoiding direct eye contact amplified the “that could be me” effect.

Real-Life Example

Fashion retailer Oh Polly adjusted their product photography based on these findings.

Issue: Many product images for pleasure-based apparel showed models looking directly at the camera, which created distance between the shopper and the product.

Solution: New images feature models looking away, placed in relatable lifestyle contexts. Some images are now short clips with movement, making it easier for shoppers to picture themselves wearing the clothes.

The Takeaway

Choose eye contact strategically. Use direct gaze for functional or serious products, and an averted gaze for pleasure-based items. This small creative choice can lead to significant lifts in sales and engagement.

💡 How to Optimize Social Media Content with a Self-Hosted n8n

Want to automate and streamline your social media content creation? With a self-hosted n8n on Hostinger VPS, you can set up powerful workflows in minutes without writing a single line of code.

💡 Here Are the Steps

1️⃣ Set Up Your VPS: Go to Hostinger VPS, choose your plan, and sign up. Select your preferred server location.

2️⃣ Install n8n From the OS template list, choose ‘n8n’ as your server OS. Create a VPS password, click ‘Continue’, and ‘Finish setup’. Your VPS will be ready in about 5 minutes.

3️⃣ Access n8n: In your VPS dashboard, go to ‘Overview’ and open the n8n tool directly. Log in to your n8n account.

4️⃣ Create Your First Workflow: Search for “automate multi-platform social media content creation” in n8n. Select the template, add the required credentials, and click ‘Execute’ to test.

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The Takeaway

A self-hosted n8n on Hostinger VPS gives you full control and flexibility over your automation workflows. Whether you want to save time on content scheduling, scale your reach, or centralize your marketing tasks, this setup helps you optimize social media with ease.

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