23 Actionable Lessons from Eye-Tracking Studies [Web Design]
February 23, 2008 | Leave a Comment
In the web design world, eye tracking studies are hugely beneficial, especially for clients that aren’t quite sure what they want.
VirtualHosting.com has but together a nice list of 23 things we can learn from eye tracking. I am going to glean over them here, but for more check out their site.
- Text attracts attention before graphics. (This is usually surprising to customers)
- 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. Users scan in the shape of an ‘F’
- Readers ignore banners.
- Fancy formatting and fonts are ignored.
- Show numbers and numerals.
- Type size influences viewing behavior.
- Users only look at a subheadline if it interests them.
- People generally scan lower portions of pages.
- 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 more eye fixation.
- Ads placed next to the best content are seen more often.
- Text ads were viewed most 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.
7 Ways To Target Local Customers
February 6, 2008 | Leave a Comment
For most brick and mortar businesses, the brink of success and failure depends on local traffic. This is especially true if the organization doesn’t have a website that is used for any kind of monetization or cash flow into the business.
Below are seven ways that will help you target local customers in your business endeavors:
- Learn how to get the best results out of LOCAL online advertising - such as online magazines, local pay per click programs, and community portals.
- Know your target customer - In order to be effective in any marketing effort, you have to know who you are trying to reach. The days of mass marketing and the budgets that accompanied those programs are long gone.
- Focus on increasing sales - You want a long term, repeat customer. Focus on your conversion rates, not just your traffic. For every 100 people that walk in you store or find their way to your site, figure out how many actually spend money?
- Analyze the publishers - make sure your advertising channel is one that fits your target market. You aren’t going to find many 18 year old, newspaper readers. Instead, do some radio advertising or some pay per click programs that target that demographic.
- Use third party ad services - whether the third party advertising services is comprised of a marketing team or a solutions provider like us here at Tech Solution, use someone else to do your ad blitz. It helps promote creativity and allows for better penetration in a market. In other words, most businesses are in so deep, they don’t realize what their customers want. They know only what they have to offer.
- Use landing pages - I can’t stress this enough. Especially on the Internet, you have to show people where to go based on navigational elements. If you let someone wander around your site, they will take no action, leaving you with an empty wallet.
- Use rich media - Don’t be afraid of flash and video. Both can be dynamic additions to your web presence and your advertising campaign. They help spur sales and conversion rates because they are a dramatic media. Don’t get gaudy though!
Some people will try to get you to sign up for banner ad networks and billboard ads, but resist the temptation. In terms of overall return on investment, these two areas are weak at best. If you follow at least a couple of the above posted points, I guarantee you an increase in conversion and brand recognition among your local community.
[via iMediaConnection]