An interesting study from PR Daily looks at how our eyes wander over and leave websites – from Neil Patel.
When it comes to data, you can’t have enough. Crunching numbers, running tests, poring over metrics, analyzing trends-these all help to build great businesses and terrific websites.
One fascinating field of study of consumer behavior is eye tracking. The information gleaned from eye tracking can help you become a more proficient Web designer, content writer, conversion optimization expert, or online marketer.
I’ve summarized the results of some eye tracking tests so you can start seeing better results in your businesses.
Eye tracking basically measures where people look on a Web page and for how long. Eye tracking data are presented visually, overlaid on the screen that the subjects were looking at, similarly to the image above.
With eye tracking, you can discover where a person looked first, second, third, and so on. You can find out what the user considers to be the most interesting part of the screen and how long he or she looked at certain areas.
Like any powerful data research, eye tracking studies aren’t cheap. The least expensive eye tracking devices cost around $5,000. By analyzing public eye tracking studies, I came up with eight takeaways that can help your online business.
Takeaway No. 1: Put your most valuable content above the fold.
You have only eight seconds to grab your visitors’ attention, so make sure you are placing enticing information above your fold. When doing this, be careful: Don’t clutter your space above the fold by cramming in tons of calls to action.
Even though it’s the most important real estate on your page, this doesn’t mean you should neglect the rest of your space. Cramming everything above the fold can completely destroy the usability of an otherwise functional website.
Work on making your messaging and copy appealing. That’s what will encourage people to read more and potentially purchase from you.
For example, I just ran an A/B test on my new design of NeilPatel.com and found that placing a call to action above the fold decreased conversions by 21 percent.
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