All plays
When to use it
When most visits scroll past 60% but click rate trails the site average, and the heatmap shows attention near the CTA going to a big image or copy block.
How to run it
Add a simple or hand-drawn arrow pointing from the content visitors do look at toward the CTA or form.
Why it works
Point every eye at the one action
An explicit cue tells the eye exactly where to go. In CXL's eye-tracking study of visual cues, a hand-drawn arrow pointing at the form produced the longest attention on the form of any treatment tested, outperforming even a model's directed gaze.
Source: CXL visual-cues eye-tracking study