In this episode of Actionable Marketing In Minutes we discuss interesting eye tracking facts and how to use these findings in your marketing campaigns.
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Problem:
Have you heard of eye tracking? Powerful software, used in conjunction with heats maps, not only tracks readers’ eye movements on a page, or advertisement, it shows their responses, too.
Today we’ll touch on a few eye-tracking studies recently undertaken that will help us to better understand common browsing patterns and how they relate to human behavior. I also plan to dispel a common myth.
Did you know that users tend to browse sites and other copy based on their reading habits? We westerners browse left-to-right and most Semitic readers go right-to-left. For today’s purposes, we’re talking about Western readers.
Solution:
We’ve known for quite some time that readers predominately read in an Z pattern from left to right. But, new studies by the Nielson Group take that a little further by showing readers actually focus on the left-hand side predominately.
You may be surprised to know that since we were young, we’ve been trained to look where we’re directed to look. We follow the arrows, literally and figuratively. So, if you’re looking at an ad – or anything printed or online for that matter – and there is a picture of someone looking at something, or arrows pointing to it, your eyes will look in the same direction. These are called ‘Directional Cues.’ One thing Fitts’ Law tells us is that within a visual hierarchy, an object with a greater weight draws the eye significantly more.
I promised to dispel a myth. I know you’ve always heard never to put anything of value under the fold. Whether that be under the fold of a newspaper, or further down on a web page. Turns out that is a myth. There have been quite a few studies on this topic that share many of the same findings. People don’t mind scrolling.
And, get this! ContentVerve’s test results showed that moving the call-to-action way, way down on a page actually increased conversions by 304%!
Benefits:
My hope is by sharing these studies with you, you’ll be able to design your web pages, advertising pieces and other marketing materials in a way that your readers will get what you’re trying to say and then follow the path you want them to take.
For instance, by using the Fitts’ Law, you’ll consider weighing your CTAs more heavily, so your readers will take action, and then convert. And, knowing that the fold is not a detriment, you might try locating your CTA lower down on a page to increase your conversion rate.
Remember, track everything. Make sure it works. And then, carry on. We look forward to hearing how these eye-tracking tips work for you.
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Join us for an upcoming episode as we discuss Marketing Automation – what is it, how to use it.
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