Eyeball Tracking, And Web Usability
– How It Can Make Your Website More Effective

SEO MARKTING 30 days > Web Analytics > Eyeball Tracking & Web Usability
Can you read the mind of your visitors? Yes you can, and sometimes it is essential that you do this, because you can find out the elements on your webpage that are being noticed, and the ones that are being ignored. If you can know the areas that are generating most attention, you can design your layout accordingly. Placing important elements in these places will surely increase your conversion rate.

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What Is Eyeball Tracking?

This refers to the eye movement of a visitor on a web page. This is cutting edge technology that is already being applied for billboard advertising and even in shopping malls where observers are working silently to find out the areas they are visiting and the things they are seeing. In recent times, this technology is also being applied to track areas of web pages that visitors are seeing more than others. Infra red is used to find out the position of the pupil by reflecting light from the retina. So once the infra red analysis is done, you get a hotspot map of your web page. In other words, the areas most people in your web page will be marked in red color.

Eyeball Tracking with Web Analytics to Increase your Online Sales

Once you have designed your website, you should ask a few of your friends to take the test. Make them sit in front of the computer and view your website. Your eye tracker will give you a lot of information such as the areas of the page they looked at, and for how long they observed the individual elements. The eye tracker will show a heat map – these are the areas that were scanned by your visitors. After the test, ask them what they saw and also their personal views.

There will be some blind zones and busy areas. Some people question this methodology because they believe that individual browsing habits differ, and so conclusions cannot be accurate. Each website is different and there cannot be a general pattern, they argue.

Here Are The Shocking Results With Eyeball Tracking

However once this test is carried out on quite a few people, the results could be surprising. These are the usual conclusions.
  • Most visitors first look horizontally, particularly in the top most part of the website – the way they look is much like the letter F.
  • Once done, most visitors scroll down a bit and make a second horizontal movement across the page. But the area covered is usually shorter this time.
  • After this, most visitors scan the left side of the page horizontally. While they are doing this, they are usually slower and more systematic.
  • Boxes in a web page seem to work best in the right side, particularly in the upper portion.
  • Most visitors are ignoring the banner.
  • Most people find a ‘talking head video' quite boring.
  • Fancy words and formatting does not work.
  • Sub headlines work very well.
  • Bullet text is very effective.

Once you have analyzed your findings, you will know exactly what is liked and what is not, and the areas that works better than others. So design your web page accordingly. Place your headline and sub-headlines, product description, testimonials, price and order link on the busy areas. In other words, you must ensure that you are making them see the important elements.

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Part 5: Eyeball Tracking
& Web Usability

Eyeball Tracking, And Web Usability – How It Can Make Your Website More Effective

SEO MARKTING 30 days > Web Analytics > Eyeball Tracking & Web Usability