Eye tracking is one of the most fascinating tools for driving market research. Eye tracking technology is mapping what a consumer is looking at. Consulting companies in Dubai have realized that there is a huge gap between what consumers say and what they actually feel. Hence, it is extremely critical to understand consumer behavior.
Eye tracking technology and heat maps can uncover surprising insights that benefit every business. These tactics take the guesswork out of conversion rate optimization by showing marketers exactly what matters most to consumers.
Eye tracking studies have been important for helping website owners understand how visitors are browsing your website. So, here are a few tips to unlock the potential of eye tracking technology incorporated by the consultant companies in Dubai.
1. Put your most valuable content above the fold
According to the experts, you have only 8-seconds to grab your visitor’s attention. So, ensure you are placing fascinating information above your fold. Work on making your messaging and copy appealing. It’ll encourage people to read and potentially purchase from you. But, don’t try to oversell by putting tons of calls of action above the fold.
With eye-tracking, decide which elements “pop” on a webpage and entice customers to take action.
2. Calls to action at the bottom of the page
Although the top of the page is the most-viewed portion of the page, the bottom is the second-most viewed portion of the page. As a marketer, it is crucial to understand that when people scroll down, they go straight to the bottom of the page, where the scrolling stops. Here’s where you entice them with your call to action.
It actually gets 39% more clicks than having the call-to-action button in the middle of the webpage.
3. People shows interest in reading big, bold headlines
Normally, people scroll down your article only if there’s a bigger or eye-catching headline and are likely to read them. Various studies demonstrated that headline size does matter a lot.
The research suggests that people are likely to sacrifice their systematic yet casual viewing for speed if they have a goal in mind. It is a natural urge to find information faster. So, use those headlines that your potential visitors are trying to accomplish on your website.
4. Videos matter
You might have observed that head maps depicting SERPs (Search Engine Results Pages) show the importance of the top three rankings and typically command the users’ attention. However, it showed the video thumbnails are powerful eye magnets, even when they aren’t in the first result. It teaches marketers to embed video rather than authorship for product pages to stand out from the crowd on competitive search results.
The eye-tracking study signifies that the visually engaging content grabs the attention of the people within seconds even in search results.
5. The power of directional cues
The study suggested, using visual cues to guide your potential visitors to key areas of your website is incredibly effective. Since childhood, we’ve been coached to follow arrows toward where we should be looking and going, so, it’s a natural inclination to follow the gaze of others.
Visuals are an important part of a site’s overall design. Hence, optimize the webpage by including images that serve as visual cues for where visitors should look next.
Takeaway
Improve your website, business, and your product by paying attention to eye-tracking studies. But, do your research because it is not about just color of links and images.
Read more about our market research services