Studies developed to track eye movements on a website. This brings clarity and theory to how users interact with a website which helps us build better user interfaces.

What moves your viewers?

Although eye-tracking studies can and have easily been disputed, the information distilled from them can be part of your information arsenal. One eye-tracking study found that web users read in an “F” pattern.

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More on Eyetracking

Great blog, 3 Hot Marketing Tips from Heat Map Analysis

Once again … the age-old tried and true rules of advertising prove valid.

Issue#1: People scan but do not read.
Solution #1: Use short sentences, bullet points and bold text.

Issue #2: Images get a lot of attention.
Solution #2: Use images effectively.
(With a goal in mind. What do we want people do next?)


Issue #3: People rarely scroll.
Solution #3: Put important content above the fold. (In websites they are referring to the virtual fold.)

In any marketing effort, we need to help move our audience through a piece visually with a goal in mind.

Heatmapping is still pretty interesting and for those who want to learn more…this site will provide the service of eyetracking for your website.

Eye Tracking III

We did an enewsletter on the first Eye tracking study done for websites a few years ago… some may recall.

Eye tracking studies have revealed valuable information about how people read and interact with websites.

Read more on Eyetrack III, the recently published summary of eye tracking results for news sites.

See a visual map of home page priority zones… and a very good summary of the study.

Interestingly enough….
As we know, these age old tricks hold true for print as well.
Graphics can be useful for conveying information that is difficult to communicate in pure text.

Short paragraphs encourage reading.

Your headline must grab attention in less than 1 second. Get to the point fast!

People notice ads placed close to popular content.

Not much new here!
Human behavior in the visual world, that’s all.