Scanning and Heat Maps. Advertising Methods

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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.

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.

Feng-GUI analyzing the data from real world eye tracking sessions, they've been able to produce an algorithm designed to emulate the activity of a real eyeball. The service is free and can be launched from the Feng-GUI site, or remotely via a Firefox extension. More Browser and Browser Tools.

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.

   SmartViper Website Analysis. See Heat Maps of your web site. A web service that collects and analyzes any data about domains and keywords they are optimized for and many other important sreach engine ranking factors. Includes

The ITU Gaze Group ITU Gaze Tracker is an open-source eye tracker that aims to provide a low-cost alternative to commercial gaze tracking systems and to make this technology more accessible. It is developed by the Gaze Group at the IT University of Copenhagen and other contributors from the community, with the support of the Communication by Gaze Interaction Association (COGAIN). The eye tracking software is video-based, and any camera equipped with infrared nightvision can be used, such as a videocamera or a webcam. The cameras that have been tested with the system can be found in our forum. We encourage users and developers to test our software with their cameras and provide feedback so we can continue development.

A Heat Map will usually display coloured area's over the top of a web page. Each colour represents how much that are is viewed or clicked on by users.
Warmer colours i.e. reds are usually higher viewed areas and blue, a colder colour, will indicate a less viewed area.
The information is usually obtained via software that analyses eye movement, mouse movement and clicks.
The colours are usually relative to to each other, therefore blue or even no colour does not indicate no viewing or clicking of an area, just less than other compared area's of that web page:-

Typical Heat Map (A Computer Portal Index Page)    
Heat Map  
Heatmap Information. F-Shaped Pattern. For Reading Web Content. Scrolling and Attention. Web users spend 80% of their time looking at information above the page Fold. Although users do scroll, they allocate only 20% of their attention below The Fold.

This data can help you in placing the most important site's blocks in the hottest places. This will help to increase the site's trafficobility and raise profitability.

<<<This heat map was provided by Smart Viper. See Heat Maps of your web site and more search engine information. (Note the basic F shape of the eye movements, remember this could be different in other languages.

   SmartViper Website Analysis. See Heat Maps of your web site. A web service that collects and analyzes any data about domains and keywords they are optimized for and many other important sreach engine ranking factors. Includes

This is an estimated data only and is likely to be out of date on this page, it is therefore only an example of how a Heat Map may appear.

Heat Maps may depend on the Country the user is from. In English speaking country's people read left to right and top to bottom, in other country's this may be different.

Heat Maps are not limited to Web Sites but could include almost anything where eye tracking is relevant.

Click Tale Tracks every mouse move, click and scroll, creating playable videos of customers’ entire browsing sessions as well as visual heat maps and behavioral reports complement traditional web analytics

Crazy Egg Visualizes your web site user's actions. Discover exactly how visitors are using your web site. The Astonishing Power of Eye. Tracking Technology… Heat Maps and how you can apply this to your site.

The Eye Trackers Controlling your visitors eyes Nottingham Science YouTube Channel

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

Track Mouse Activity On Your Computer    
Mouse Tracking  

Anatoly Zenkov provides this nifty tool (Mac and PC) to track your mouse pointer.

Really simple. Just start it, let it run, minimize the window, and carry on as usual. In the end, you get this image that looks something like a Pollock.

Circles show areas where the pointer didn't move while the tracks show movement.

Eye-tracking vs Mouse-tracking - Which is Most Effective?

Eyetracking Is It Worth It? Seeing where people look while using your Web site, Web application, or software product sounds like an opportunity to get amazing insights into their user experience. But eyetracking is expensive and requires extra effort and specialized knowledge. The heat maps and other visualizations certainly look impressive, but what can you really learn from them? oes eyetracking really provide any additional insights you would not have discovered anyway through traditional usability testing? Does the value of eyetracking outweigh its limitations? This article will discuss and answer these questions.

Eyetrack Shop. Tracking technology for webcams also allows you to carry out studies on several markets in different countries at the same time, and receive rapid actionable insights about how your advert works globally. EyeTracking Solution for Large Scale Online Panels.

Eye Tracking Bing vs. Google: A Second Look. Findings include Google’s Top Sponsored Results Get More Attention than Bing’s. Approximately 90% of participants looked at the sponsored results above the organic results in each search task. This number was comparable between the two engines and did not differ from what was found in the original study. Unlike in the original study, however, participants spent more time looking at the top sponsored results area on Google (2.8 seconds per search task, on average) than on Bing (1.9 seconds). Google’s top sponsored results also received more gaze time per result – 0.9 seconds compared to 0.7 seconds that Bing’s sponsored results received.

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.

Software such as Instant Video Suite can help you produce Multimedia solutions may attract the user attention more.

Some forms of copywriting may improve results and therefore could be recommended.

Read the Sticky web sites, The Fold, Unique Visitors vs Hits,  "Content is King,", keyword phrase, Banner Advertisements, CPM - Cost per Milli method sections.

View Graphics, Graphics file formats, Images and Fonts, Players and viewers. Messenger Services. , Video and Multimedia, Flash, Shockwave Relate Links,

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