Over the last several years there have been many studies on where a person’s eyes look when they open an Internet page. Understanding how a web searcher views search results, as well as web pages, will help in determining where to rank in search results, for paid-per-click and natural rankings, and where to place your most important information on your website. Most studies indicate that searcher’s eyes follow an “F” pattern, with the upper left-hand corner getting the greatest attention.
(The follow information is taken from http://conversionxl.com/19-things-we-can-learn-from-numerous-heatmap-tests/)
- Content most important to your visitor’s goals should be in the top of the page. A study found that visitors spent 80% of their time above the fold of the website. (The visual part of the website)
- When in a hurry, what sticks out gets chosen. What you see is what you buy. People are more inclined to make a purchasing decision from a nice looking image of a product than anything else.
- People spend more time looking at the left side of your page. A study found that 69% of a viewer’s time was on the left side of the page.
- People read your content in a “F” shaped pattern.
- People don’t look at banners.
- When using an image of a person in your design, it matters where they look. Several heatmap studies have shown that people follow the direction of the model’s eyes.
- Men are visual, women seek information.
- Automatic image carousels and banners are generally not a good idea for your homepage. They will be ignored by your visitors because they generate banner blindness.
- Color contrast draws attention, but use it wisely.
- Older people need a website that is easy to understand and easy to navigate.
- Using photos of real people versus models draws greater attention.
- Summaries are better than full articles in blog structures. People want information fast and easy.
- People spent less than a minute on your e-mail – So captivate them fast.
- Combine A/B testing with click-maps for increased effectiveness. Determine that visitors are clicking on the right link on your page.
- Displaying the discounted price next to the original one will increase purchase satisfaction.
- People’s eyes fixate first on the upper left of the page, then hover in an area to the right.
- Visitors see dominant headlines first, especially when they are in the upper left corner.
- Smaller type will produce focused reading behavior, because people look around for words or phrases that capture their attention, while smaller type results in people focusing more on the content.
- The first words of a headline are important. If the first words catch and engage your visitors, they will be more likely to read on.
By applying these tested findings, you should see improved results.