Eye tracking can improve your content strategy
What do people see when they view a website or multimedia feature? Is it what the site’s designers expect? … Perhaps not.
The Eyetrack III study literally looked through the eyes of 46 people to learn how they see online news.
Your home page is a vital piece of real estate – yet most websites lose 60% of their visitors right off the home page. Knowing where your visitors look can help you improve your web content strategy.
The study found that our left-to-right reading behavior in Western culture greatly influences visitor responses – but there were some surprises too.
"In Eyetrack III, we observed that the upper left corner of a page seems to be the preferred starting point for most online news users.
However, the location of key elements — such as headlines — also seem to be powerful forces in determining reader attention."
Paying attention to what your readers do pays off in results. Just one example – a non -profit hoping to get donations online put their ‘donate now’ button in the upper right corner.
This section is most often completely overlooked by visitors to a site.
If you want ROI from your web content strategy, find out what your visitors do. Track their reading habits and their path through your site.
An effective website is all about them – not all about you.
