Scanning Advertising Methods

Studies of how users read web site content show that that the majority of those users scan and skip website copy giving their most attention to the main points such as captions, highlighted text and bulleted points.

Advice: Scanning 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..

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.

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. This is reprinted with thanks to Sitepoint

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 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.

F-Shaped Pattern For Reading Web Content.

Clicktale

CrazyEgg.

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 are recommended.

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

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

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