Eye Heat Map Studies

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/)

  1. 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)
  2. 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.
  3. 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.
  4. People read your content in a “F” shaped pattern. F Pattern Heatmap
  5. People don’t look at banners. Eye Heatmap Images
  6. 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.
  7. Men are visual, women seek information.
  8. 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.
  9. Color contrast draws attention, but use it wisely.
  10. Older people need a website that is easy to understand and easy to navigate.
  11. Using photos of real people  versus models draws greater attention.
  12. Summaries are better than full articles in blog structures. People want information fast and easy.
  13. People spent less than a minute on your e-mail – So captivate them fast.
  14. Combine A/B testing with click-maps for increased effectiveness. Determine that visitors are clicking on the right link on your page.Eye Heatmap Content
  15. Displaying the discounted price next to the original one will increase purchase satisfaction.
  16. People’s eyes fixate first on the upper left of the page, then hover in an area to the right.
  17. Visitors see dominant headlines first, especially when they are in the upper left corner.
  18. 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.
  19. 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.

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