You ever wondered about the power of having your photo or an image on your sites?
(Not like the cheesy one of me above though – would you believe I was doing a Skype interview at the time??)
In South Africa in 2003, Harvard economist Sendhil Mullainathan conducted a study.
He studied a bank that sent out letters offering short-term loans.
Together they varied the interest rate offered but also tested a number of variables designed to trigger psychological responses, such as a smiling photo in a corner of the sales letter.
It turned out that having a picture of an attractive, happy-looking female in a corner of the letter had as much positive impact on the response rate as dropping the interest rate by four percentage points!
Time to split test your results with images?
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