+230% to the CTR in a minute

Have you ever experienced this?
You test something and – the CTR of your ads, subject lines, headlines, etc. goes up.
But eventually, it stops working…

Why?

Here’s a cool study on this.

Their offer on a real estate marketplace was one of 11,661 other offers.
They changed one thing that took them 1 minute to apply.
Result: the CTR increased by +230%!

How did they do it?
They just turned the ad picture upside down and immediately stood out from the crowd by being different.

What will happen if everybody on the site starts to turn their picture upside down?
You are right. This trick will stop working. But the principle won’t.
If nobody uses emojis or animated gifs – use them.
If everybody’s images are colorful – go black-and-white.
Be different.