Business owners and marketers may use eye tracking to better understand how users engage with their websites and landing pages. Using eye-tracking with heatmaps to plan the design of your landing pages may yield a plethora of shocking information.
Are you failing to reach your business objectives and want to investigate using eye-tracking to go into your users’ heads to figure out why? If so, please continue reading.
What Is Eye Tracking?
Eye-tracking is the process of recording the movement of the human eyes. It is a part of a human-computer interaction that helps determine where and how people look at a screen or a webpage. It is a powerful tool for interaction design and has several advantages over conventional usability testing. When it comes to tracing eye movements, analytical techniques like heatmaps come in handy.
What Can Eye Tracking Do for Web Design?
Eye-tracking can provide you with valuable insights, such as:
- Where your site visitors are looking and for how long they are looking
- How their focus moved from one item to another on your web page
- What parts of the user interface do they miss
- How they are navigating through a particular page
- How the size and placement of various page items is affecting their attention
Having said that, mentioned below are five innovative ways to use eye-tracking to enhance your site’s design and improve conversions.
1. ‘Fold’ Isn’t Always as Important as You Think
Scrolling is a natural movement every web user does. You only need to provide them with the correct design signals to pique their interest and encourage them to scroll over the first-page fold.
Many marketers, for example, say that positioning your call-to-action(s) above the fold is always a better alternative since your visitors are more likely to recognise and click on them. Several success stories demonstrate the contrary. They’ve determined that it usually depends on the motive of your visitor.
If, after observing your audience’s eye movements, you believe that positioning your call-to-action on the left side of the page does not result in the expected amount of clicks, it might be a sound decision to shift it somewhere else. Create a hypothesis and conduct an A/B test. Remove the guessing game and rely on actual data instead.
2. Visuals Attract Instantly
Images and videos always attract instant attention. Hence, place them in the place where your viewers are most likely to land their eyes.
Use eye tracking to get a clear idea of where your visitors are first drawn the most on the web page. You can then use the infographics to enhance their focus and increase engagement.
3. Capture Data about Conscious and Unconscious Behaviours
Look at the page elements that users miss the most and the elements that they pay attention to the most. You can then use this insight to create an information architecture ideal for your audience.
4. Compare Scan Patterns of Different User Groups
The way we read is not the same for everyone. One group of people might prefer to look at the upper left part of the page for more information, and another group might prefer to look at the centre of the page for more information.
Use eye tracking to gather information about the scan patterns of your website visitors. This will help you to increase user engagement and conversions.
5. Understand How People Deal with Content
One of the most important aspects of eye tracking is to provide you with insights into how people read text. This will help you create a structure that is most likely to result in user engagement.
With eye-tracking, you can know where people look or don’t look, what elements they interact with and how long they spend looking at the elements. You can quickly identify the elements that attract their attention and the ones that turn them off.
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