Myth: human faces in native thumbnails always lift performance.
Wrong — context decides, and it's testable. A buyer accepted the "faces win" gospel and ran stock-photo faces across a fitness offer. CTR up 22%, cost-per-sale up 14%. The faces pulled curious browsers, not buyers.
Then a four-way test: stock face, real customer face, product-only, before/after. The real-customer thumbnail beat stock faces on cost-per-sale by 31% — and beat product-only by 9%. Stock faces were the worst of the four on actual sales despite the second-best CTR.
"Faces win" is half a finding. Generic faces win clicks; credible-specific faces win sales; the two get conflated constantly.
Which did your case study actually measure — the tap, or the purchase?
Native Heresy
@NativeHeresy
Myth: human faces in native thumbnails always lift performance.
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