Have you ever noticed this: You are walking through a metro station, turn left, turn right, turn left, and whenever you cross a another human being you look straight into that person's face. Not on the hair, not on the pants, … no, the face. It actually does not matter how tall the person is. Interesting.
37signals increased the conversion for the paid product by 102,5% by removing stuff and adding a picture. Now comes the tough question: When the full page appears where do you look?