All plays
When to use it
When a person on the page looks straight at the visitor, or away from the message, while the headline and CTA sit elsewhere.
How to run it
Swap in a photo where the person's gaze or body points toward the headline, form or CTA.
Why it works
Point every eye at the one action
People look where the face looks. In James Breeze's eye-tracking study of the classic baby ad, viewers followed the model's gaze to the headline markedly sooner than when the model faced them.
Source: James Breeze eye-tracking (gaze cues)