16
Nov
23 Insights from Studies of Eye-Tracking
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Came across a great article for web designers and marketers on VirtualHosting.com that lists 23 actionable lessons from studies on eye-tracking. This sort of data is invaluable if you are running a conversion rate optimisation campaign. We’ve done a quick list below:
- Text attracts attention before graphics.
- Initial eye movement focuses on the upper left corner of the page.
- Users initially look at the top left and upper portion of the page before moving down and to the right.
- Readers ignore banners.
- Fancy formatting and fonts are ignored.
- Show numbers as numerals.
- Type size influences viewing behavior.
- Users only look at a sub headline if it interests them.
- People generally scan lower portions of the page.
- Shorter paragraphs perform better than long ones.
- One-column formats perform better in eye-fixation than multi-column formats.
- Ads in the top and left portions of a page will receive the most eye fixation.
- Ads placed next to the best content are seen more often.
- Text ads were viewed mostly intently of all types tested.
- Bigger images get more attention.
- Clean, clear faces in images attract more eye fixation.
- Headings draw the eye.
- Users spend a lot of time looking at buttons and menus.
- Lists hold reader attention longer.
- Large blocks of text are avoided.
- Formatting can draw attention.
- White space is good.
- Navigation tools work better when placed at the top of the page.
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