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Online Business is More Than Meets the Eye

Eye tracking studies

When you view a company’s website, where do you look first? And how long do your eyes stay there? Does that make a difference?

Eye tracking research is used in all types of fields ranging from neuroscience and psychology to business and advertising. There is a lot of information that can be learned to become a better online marketer, content writer or website designer.

Tiffany Whisner

Tiffany Whisner


A peek into the power of eye tracking

According to Tobii, an eye tracking research company, “Eye tracking complements view and click statistics, in studies of e-commerce websites, banner advertising, email campaigns, electronic newsletters and in-game advertising. It provides new online branding measurements.”

In the field of Web usability, eye tracking can help businesses analyze consumer interaction between clicks and how much time that user spends between clicks. It gives businesses insights into which features on a website are the most interesting and which are ignored.


Valuable insight for online presence

Here are some important results from eye tracking studies, as noted by Neil Patel, co-founder of Crazy Egg, Hello Bar and KISSmetrics:

  1. Put your most valuable content above the fold. You only have eight seconds to grab your consumers’ attention, so place the most enticing information above your fold. But don’t clutter that space by cramming in too much information or calls to action. Work on making messaging appealing.
  2. Put calls to action at the bottom of the page. The bottom is the second-most-viewed portion of the page. When people scroll — and they do — they go straight to the bottom of the page. That’s where you should put your call to action.
  3. People read big, bold headlines. In addition to the readable sizzle, a headline should also have dominant design elements — big and bold.
  4. Chunks of information are best. We can’t easily absorb massive blocks of text. People look at chunks, so your website should break up content into short paragraphs, provide headings, use bullets and create numbered lists.
  5. You need a lot of white space. Negative space is valuable because it facilitates movement through the rest of the Web page. The white space encourages clean movement and better intake of the data, helping the eye know where to go next.
  6. The left side of your page is important. Many written languages use a left-to-right reading pattern, so this has become ingrained. When designing your company Web page or placing content, maximize the left side of the page with important elements.
  7. Rethink your banner ad strategy.Banner blindness” was one of the first and most-talked-about usability phenomena in the early days of eye tracking studies. Unless you have no other way to monetize your website, don’t use banner ads.
  8. Pictures of real people are good. A Web page with pictures of a real person’s face encourages interaction and viewing and decreases the bounce rate. Using pictures on your home page, about page and social media profiles boosts a sense of understanding and trust.


New vision in the future

You can’t exactly guarantee that just because a consumer looks at certain parts of your website that he or she will then take a predicted action.

But where people look is still an extremely important factor. It impacts what they learn and possibly what they might do. A look comes before a click.

Looking for a website redesign to improve usability? Coles Marketing has what you need!


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Categories: 2014 October Newsletter, Newsletters | Tags: Tags: , , , , , , ,