Most Simple And Straight Forward EyeTracking Guide You Will Ever Need.
Throwing up a few demo for your startup’s website is not enough anymore. You have to include a lot of excellent content, design, a/b testing, and eyetracking plays a very important role in marketing and making your user convert. Studies have shown that if you understand how to track a normal human’s eye movements, your product’s conversion rate will be a lot higher. Eyetracking is an understanding of how a person’s eye moves when entering your website.
Did you know that more than 70% of the regular online users look to the left side of the page first. 20% will stare at the middle of the screen first before looking around. Only 10% of the people start from the right and these 10% usually immediately view the left side right after. The movement slowly progresses to the right then back to the left. This is assuming that it is a news article or blog article. Why does this matter?
Imagine you have a simple logo that represents your startup or your product, you would want to place that logo on the left. A logo is extremely crucial to startups because it represents your brand, especially when you are not as known yet. Studies have stated that it takes an average human being 5 times to recognize a new brand. That means that you would need to stick that logo in their head each time they visit your site. By placing the logo on the top left, you have a much higher chance of catching the viewers attention.
Viewers don’t like to search around for things. They want their answer right away. The human eyes are trained to ignore some of the junk on a website. Let’s take advertisement as an example. The reason why so many advertising on your website does not convert is because most viewers already know that it is an external advertisement. So if you are trying to sell an ebook that introduces your product and you create a banner for your own product that looks like a Google adsense banner, chances are that the viewer’s eyes will skip pass it automatically. This is why it is crucial that you get creative when creating banners or advertisement for your own personal products.
Check out this simple introduction infographic from Single Grain on eyetracking:
Now that you have a brief understanding of eyetracking, let’s move into a little bit more details. Understanding the eye movement and where a viewer’s eye lands is not enough to increase ROI and conversion rate. We have to use buttons. Big buttons that stand out and catches attention. Marketers refer to these type of buttons as Call To Action buttons because it is what a user would click to purchase your product or view additional information that you provide them.
The design and placement of your button is extremely crucial. Color plays a huge factor is eyetracking for call to action buttons, but we will go over that in the next section. For now, let’s talk about design and position. First off the button must be big enough to draw the eye’s attention. The second thing is that the outside area of your button should be plain and empty. The reason for this is because you don’t want the reader to be distracted by anything else other than your button. Try to make your button huge and spacey.
The position of your button is the next thing you would need to work on. Most buttons convert best in the middle of the page. The best place for a button in the middle of the page is right under your product description. Right after the viewer finish reading your product description, you should have a call to action button right there for them to convert.
Typically, when a typical viewer lands on your website, the first thing they will see is your pictures and call to action button. This only works if your call to action button stands out. You do not want your call to action button to blend in with the website’s color. The army has a camo color for one reason, so that they can blend it with the trees. We do not want our call to action buttons to blend in with the site, instead we want it to stand out. Color is an essential part of eyetracking.
For the most part, humans are attracted to flashy colors. Not that all of us like flashy colors, but it definitely catches our attention more than any other color. This does not mean to go out throwing red buttons all over the place because that would make your website’s design look bad. It is best to find a color that matches the atmosphere of your website. This color should not necessary blend, but it should stand out and should not be too flashy (such as bright red).
Here’s another example from Singlegrain’s site:
What’s good about this button?
This button is well designed, well position, and the color matches their webpage’s feel perfectly. You never want to hurt your viewer’s eyes. The grainish background color is an excellent well design modern color and this call to action button matches the feel of the website, at the same time drawing attention to the viewer. The button is the first thing the viewer will notice when entering the website.
Did you know that demo videos catch people’s attention more than text even if the video isn’t playing yet. Eyetracking studies have shown that a viewer will usually click play on a big demo video before even reading the headings on the website. That is why you see a lot of startup have a big demo video on the top of their homepage.
Related Read: Why Your Startup Must Have A Youtube Demo
In addition to just having a big video. People also tend to notice and click on youtube videos first when searching on Google. For example, if you were searching for information on how to use photoshop, chances are that you will be clicking on the youtube video on the google search listings rather than a website’s link. People love videos and they love short videos.
Take a look at this eyetracking monitor by kissmetrics. The bright spot is where the viewer’s eye lands first.
Additional EyeTracking Tips
A great way to gain more knowledge on eyetracking is by noticing your own movements. When testing a product or testing a page it is important to ask yourself whether or not you will like it, then you want to know whether or not your friends and family will like it. Next time you visit a brand new website when seeking information or help try and notice which part of the website do you tend to look at first? What on the website attracts you the most? Which information do you usually skip first? All of these play an important role in eyetracking and noticing your own personal movements is a great way to understand more about eyetracking.