"And by cowbell, I mean clickable-ness. Examining the results of our first round, and our research of what makes a photo clickable, we experimented with a new version. This one took our best performing ad (Ad B) from round 1, and zoomed in further to put more focus on the baby and the, ahem, clickable-ness."

Best part. Great article, much appreciated. Reminded me of the infamous "gray shirted girl": http://www.whattofix.com/blog/archives/2011/04/why-does-face...