Photo effects demographics

It was interesting to see the effect the photo you post on a facebook ad has on the demographics. I have been twerking my facebook ads promoting WA to try and come up with the most cost effective "generic" advert to run continuously.

I have a standard web page photo depicting a book, pen and a mug of coffee, a learning scenario if you will, this picture when used attracted mainly men in the 24 to 45 age group.

I then changed the picture to the one depicted here which lost virtually my entire audience under 45 and all the men. However it did attract a large female demographic between the age of 45 and 65.

To test a little further, the first advert I ran via my web page with a link through to the WA sign up page. This resulted in 3 referrals .

The second advert I sent directly to the WA sign in page which attracted absolutely no referrals?

It is difficult to try a rationalize these two scenarios and come to any sort of meaningful conclusion. Did the second picture pluck at the heartstrings of the older women who just clicked through to see if there was anymore to the picture which is a waste of everyone's time, or did they not become referrals because I did not direct them through my web page first with the added personal stage in proceedings?

I would love some feedback on whether the more successful here direct their ads to the own website first or get more success going direct to the WA sign up page?