Optimising Websites With Eye Tracking

I’m a big fan of optimising websites for conversion – squeezing as much juice out of the lemon as possible by making changes to website elements based on user behaviour.
I found this fascinating piece of research today based on 46 people being “eyetracked” for one hour whilst looking at mock news websites and real multimedia content. The really interesting finding is something that backs up something I’ve been banging on about for a few years – that most people’s eyes engage the top left of the screen before being “engaged” enough to move down and around the screen. This is why being 1,2 and 3 on Google is SO important for grabbing maximum traffic. I call it the Golden Triangle – that part of the screen where most of the cash is.
On top of that, this research found that headlines grab people’s attention more than images! This is a deceptively profound piece of evidence that backs up the power of copywriting in SEO and CRO. I’m always banging on about the fact that you’ve got nano-seconds to grab their attention. If you don’t: poof! they’re gone!
I’ve borrowed their eye tracking image for you here (click to enlarge):

The eyes have it!
The eyes have it!

It’s common sense really – we’re conditioned to read from top left down to bottom right (in the West at least). So a web page should be a bit like a news story – put all the good, juicy, interesting headlines right at the top then lead them down into more detail that fleshes out the story/your proposition.
It also back up my other bug-bear with business website owners – stop listening to the designers! They don’t know what they’re doing. Looking pretty is NOT the purpose of your web page. Converting visitors to customers is!
Take a look at the full research results here, then pop back over here to discuss by leaving comments on this blog. It’s a great topic!

The founder of Attwood Digital, Mark is a digital marketing veteran having been working online since before the dotcom boom. He created the world's first online skip hire service in 2003, has created multiple online courses, lectured on digital marketing and even written a book on the subject. He is also an ICO advisor and crypto-enthusiast.
One comment
  1. the eye tracking maps are useful,and, knowing how to, and, what to focus on.
    As an internet entreprenneur, keeping on track,gains leads.
    And those turn into business.
    Current business based research and development programmes,are as you say more based on what people say they do,its do as they say managment. Cute people develop by putting aside what is ‘common knowledge’ to find the ‘Real Savie.’ And paying attention,with focussed intuitive awareness really helps.
    That Mark seems to be what your getting at,developing busness awareness and precision.

Write a Comment