In the noisy world of online advertising, standing out can feel like aiming at a moving target. Matthew Woodward, a digital marketer known for his quirky, data-driven experiments, took this challenge head-on in a way that’s as unexpected as it is enlightening.
Running three identical Facebook ads—changing only the images, each featuring a different woman (one blonde, one brunette, and one redhead)—Woodward wanted to see which image would attract the most clicks and ultimately boost CTR.
The result? The red-headed woman ad blew the competition out of the water, achieving a 40.4% higher click-through rate (CTR) than the brunette and a 66.6% higher CTR than the blonde.
Surprising, right?
But this strange finding speaks volumes about how image selection impacts CTR and holds valuable insights for anyone serious about boosting click-through rate (CTR).
Let’s dive into Woodward’s experiment to boost CTR and explore what his quirky findings teach us about mastering ad engagement.
Setting Up the Experiment – What Woodward Did
Woodward’s experiment was straightforward but genius in its simplicity. He created three nearly identical ads on Facebook.
Each ad had the same copy, targeting parameters, and budget.
The only difference?
The woman in the image.
This isolated variable made it easy to see which image would be the most effective at grabbing attention.
Why these three images?
Popular opinion might assume that blondes or brunettes, being common archetypes in advertising, would resonate more. But rather than making assumptions, Woodward went with a hypothesis-free approach, letting the data guide the outcome.
And the data, as it turned out, told an unexpected story.
The red-headed woman’s image caught more eyes and encouraged far more clicks than either of her counterparts.
Why Red-Heads Got the Clicks
So, what happened here?
Why would an image of a red-headed woman boost CTR compared to others by such a wide margin?
Audience Attention and Curiosity
One theory is that the image of a redhead was unusual enough to grab attention. In a sea of endless content, images that stand out—or go against the grain of what viewers expect—often perform better.
This concept of “visual novelty” explains how fresh, unique visuals naturally attract attention simply because they deviate from what’s familiar.
The Power of Visual Novelty
As humans, we’re wired to notice the unusual, and marketers can leverage this natural curiosity.
When we see something that doesn’t quite fit the usual pattern, our brains take notice.
Redheads are rare (only about 1-2% of the global population), so an image of a red-headed woman in an ad is inherently more novel than a blonde or brunette, and thus more likely to stand out.
Psychology Behind Red as an Attention-Grabber
There’s also the psychology of color.
Red is known as a bold, attention-grabbing color that evokes a sense of urgency and excitement. In digital marketing, using red strategically can boost CTR and increase conversion rates by creating a sense of importance or immediacy.
The redhead in Woodward’s ad may have resonated similarly, subtly prompting viewers to pay attention.
Implications for Optimizing CTR in Ad Campaigns
Woodward’s experiment reveals several lessons for optimizing CTR that go beyond image choice.
Here’s what this quirky test tells us about building more effective ads.
Lesson 1: Power of Testing Variations
No matter how well we think we know our audience, we can’t predict every response.
Testing even small variations—like Woodward’s choice of model hair color—can lead to dramatic results. Regular testing, even with seemingly minor tweaks, often reveals unexpected insights that can help drive greater engagement.
Lesson 2: The Role of Visuals in Click-Through Rate Optimization
It’s no secret that visuals are essential in ads, but it’s easy to overlook how deeply an image influences ad performance.
For optimal click-through rate, the image needs to do more than just look nice; it must engage, surprise, or intrigue the viewer. Striking, high-contrast images or those featuring elements of novelty (like an unexpected hair color) can be pivotal in boosting CTR.
Lesson 3: Data Over Assumptions
Woodward’s experiment is a perfect example of why data-driven decisions are essential.
Assumptions like “blondes attract more clicks” are precisely that—assumptions.
Testing reveals what truly works, showing marketers the real preferences of their audience and protecting them from relying on outdated stereotypes.
Applying These Insights to Your Own Ads
So, how can you take these insights and apply them to optimize your own ads and boost CTR?
1. Image Selection Tips
Look for images that stand out but still align with your brand.
For instance, consider the elements that are slightly outside of the mainstream: bold color contrasts, unique styles, or even unexpected human features (think: tattoos, curly hair, unusual angles).
The goal is to capture attention without confusing your message.
2. Ad Copy and Visual Synergy
Effective ads don’t stop at strong visuals; they balance these images with engaging, relevant copy. So, if the image evokes curiosity, the ad copy should complement that with a clear, compelling message or a call-to-action (CTA) that feels logical and appealing.
If your image is striking enough to stop the scroll, make sure your copy seals the deal.
3. CTA and Other Elements
Your CTA is the final nudge that can turn a viewer into a clicker.
Combine a strong image with a CTA that feels both relevant and urgent.
For example, phrases like “Don’t Miss Out” or “See What Everyone’s Talking About” work well when paired with a novel image.
Remember, each ad element—image, copy, and CTA—should enhance and reinforce the other, creating a cohesive experience that maximizes your click-through rate.
Wrapping Up
Matthew Woodward’s Facebook experiment may have started as a simple test, but its results pack a powerful message: boosting CTR often requires stepping outside conventional choices.
The redhead outperformed because she was different enough to catch attention, challenging the standard assumptions about ad imagery.
As you craft your ads, keep Woodward’s lesson in mind: Don’t assume you know what works.
Test new elements, be willing to try something unconventional, and let the data reveal what truly resonates with your audience. With each tweak, you’ll get one step closer to creating ads that not only stand out but also get the clicks.
Ready to boost CTR to new heights? Start testing, and let the surprises shape your strategy.
