Sometimes, the smallest tweaks lead to the biggest gains.
Alwin ran a simple A/B test on his landing page. He wasn’t testing pricing, layout, or headline copy. He tested something even more basic:
Which photo of himself would convert better?
Here were the two versions:
- #A: Serious Alwin 😐
- #B: Smiling Alwin 😊
That was the only change — just the expression on his face.
The results?
- +1.3% more sign-ups
- +9.9% more product sales
- +10.7% increase in total profit
That’s a 10.7% lift in profit just by smiling — a tweak that took 5 minutes to implement and cost nothing.
Why a Smile Works
Smiling is one of the most universal human trust signals. It instantly makes you more approachable, likable, and — most importantly for business — credible.
A warm expression can reduce friction and skepticism, especially for personal brands or product creators trying to build trust with first-time visitors.
A Quick Word About Stock Photos
If you’re thinking, “I’ll just use a smiling stock photo,” — hold up.
Multiple studies have shown that real photos outperform stock images by up to 45%. Why? Because people can spot stock imagery a mile away. Real faces feel more authentic and signal social proof, especially when tied to a specific product or founder story.
- Real smile > Stock smile
- Authentic face > Generic photo
What You Can Do in the Next 5 Minutes:
- Replace your serious or neutral headshot with a real, friendly photo of you smiling.
- If you’re using stock images of “happy people” on your landing page — replace them with real team or customer photos.
- Test it. Measure the change in conversions, sales, or trust metrics.
It’s a tiny change, but it could lead to a real impact on your bottom line — just like it did for Alwin.