Studies of how users read web site content show that that the majority of those users scan and skip web site copy giving their most attention to the main points such as captions, highlighted text and bulleted points.
Google Heat Map Certain locations tend to be more successful than others. This "heat map" illustrates these ideal placements on a sample page layout. The colours fade from dark orange (strongest performance) to light yellow (weakest performance). All other things being equal, ad placements above the fold tend to perform better than those below the fold. Ads placed near rich content and navigational aids usually do well because users are focused on those areas of a page.
Enquiro Google Heat map. Red colour's show the areas of Google Page which get the Clicks. Blue area get less clicks. Did-it, Enquiro, and Eyetools uncover Search’s Golden Triangle: EyeTracking Study verifies the importance of page position and rank in both Organic and PPC search results for visibility and click through.
Eyetrack study performed by the Poynter Institute, when someone visits your Web page, their eyes start to the left and then move right. Thus, the left and middle positions "above the fold" are prime real estate.
Virtual Eyeballs: Automated User Heatmaps
Everybody digs Eye
Tracking. The power to follow a user's eyeballs as they flit
about a screen is arguably as close as we can currently come to listening
to their thoughts. Invariably what users tell you they'll do, and what
they actually do, are quite different things, so any tool that lets us
follow their real time meanderings is invaluable.
Unfortunately, the hardware needed to accurately track a
user's eye movements has never been particularly accessible, elegant, or
affordable for most of us.
One response to this lack of data has been the rise in
the popularity of mouse tracking heatmaps through services such as
Clicktale
and CrazyEgg.
These services tackle the far simpler task of following the user's mouse
movements.
While I've got little doubt there's serious value in
this, at the moment it's not clear how closely mouse tracking relates to
the older art of eye tracking.
However, as we know that eyes can't be affected by
factors such as right or left handedness, we also know the
results can't be identical.
Study after study indicates people are less likely to click on paid search ads and are more lightly to click on results from organic search engine optimization. For example, one study found that search users are up to six times more likely to click on the first few organic results than they are to choose any of the paid results while an eye tracking study showed that 50 percent of users begin their search by scanning, heat maps the
top organic results above The Fold. Other studies have shown that only 30 percent of search engine users click on paid listings, leaving an overwhelming 70 percent who are clicking the organic listings. A 2003 study found that 85 percent of searchers report clicking on paid links in less than 40 percent of all of their searches, and 78 percent of all respondents claim that they found the information they were searching for through sponsored links just 40 percent of the time.
How to Get the Best Eye-Tracking Results for Your web site Getting visitors
to your site is hard enough. But getting them there is only the start of the battle. Being able to captivate their attention and direct it to where you want is just as important. This article discusses how to optimize your site in a way
that will have your visitors performing your desired actions.
Brain and Vision. Eye-Tracking and related brain activity analysis. Applied Human-Machine and Media Interaction
Modeling.
Eye-Movement Analysis Described on this page are details related to two media
campaigns. Discusses a new brain activity analysis tool developed at the University of Victoria while the second describes concepts
related to eye-tracking and PacMan and how eye-tracking can help us understand what the brain is doing.
Google Eyes Mouse Movement as Possible Search Relevancy Signal A method and system of modulating search result relevancy use various types of user browsing activities. In particular, a client assistant residing in a client computer monitors movements of a user controlled pointer in a web browser, e.g., when the pointer moves into a predefined region and when it moves out of the predefined region. A server then determines a relevancy value between an informational item associated with the predefined region and a search query according to the pointer hover period. When preparing a new search result responsive to a search query, the server re-orders identified informational items in accordance with their respective relevancy values such that more relevant items appear before less relevant ones. The server also uses the relevancy values to determine and/or adjust the content of an one-box result associated with a search query. The patent was filed all the way back in 2005, and like Slawski notes, there's no telling if Google will actually utilize it. A lot can change in 5 years, especially in this industry. Either way, they've been granted the patent. You can read it here.
Eye Tracking Studio Knowing what people see and – more important – what they miss out is the key to an effective marketing campaign which turns people to buyers. Stop guessing and use the unique features of eye tracking to get insight into peoples attention. Imagine looking through your customers eyes to evaluate the impact of your marketing means, find hidden deficiencies and compare it to the campaign of your competitors. Eye Tracking Studio includes powerful visualizations which make communicating the results an easy task.
Eye Tracking Studio is the all-in-one software package for eye tracking studies. Designed to work with Mirametrix Eye Tracker, it makes eye tracking studies incredibly easy.
Get the most out of eye tracking with intuitive test procedures and flexible analysis tools.
- Gain insight into human cognition, consumer behaviour and oculomotor processes.
- Create powerful visualizations and perform quantitative analysis.
- Getting the most out of eye tracking has never been easier.
From fundamental scientific research to commercial studies the Eye Tracking Studio analysis suite offers an unprecedented tool for the whole lifecycle of an eye tracking study. With its new workflow it is easy to manage all kinds of studies in an intuitive and flexible way.
Get the most out of eye tracking with intuitive test procedures and flexible analysis tools. Create illustrative visualizations and statistics.
The things you will probably like most about Eye Tracking Studio are:
- getting standardized eye tracking metrics is easy
- integration of multiple data streams like gaze data, mouse movement, clicks and key strokes
- web centered workflow including detection and handling of dynamic web page elements
Advice: Scanning and Heat Maps. by the user could lead to a mistake or miscommunication. You
need to have a message that has clarity, is efficient and easy to understand.
Users may look, (give an area a high heat map), because they dislike it or find
it offensive, etc.
If your information is too complicated the user may not understand your message. This is likely to lead to lost sales.
Allow for users who may not have good eyesight or may be colour blind.
With so many web sites many people do Scanning and Heat Maps. of text, images slow this
down.
Mistakes, misjudgements and errors make occur because of scan reading.
Having a good level of customer support will help the user have a greater level of confidence in purchasing from you.
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