Designers and conversion optimization people use visual cues to attempt to guide users in particular direction on a web page. Maybe you want a user to continue scroll, or to look at a value proposition, so you add a visual cue to subtly guide them there.
However, when you consider the vast amount of different kinds of visual cues that are available, things become complicated.
You could use arrows, lines, photos of people, borders, pointing fingers, bright banners, exclamation points, check marks… The list goes on.
Which brings us to the real question: Are some visual cues more effective than others? This CXL Institute study explores that question.