Landing Page Optimization Tips From An Eye Tracking Expert

Guest Post by Matthew Campion of LookTracker.

Your digital marketing campaign is firing on all cylinders, click-throughs are up and you’ve never had more visitors.

Brilliant news: your work here is done! No, hold your horses… your conversions are nowhere near what they could be and your bounce rate rivals a trampoline.

If you’ve successfully driven qualified traffic to your landing pages, give those visitors a reason to stay on site and convert. Eye tracking insights can help.

Tracker

An eye tracker: a new web design essential?

Eye trackers use a combination of hardware and software to track and analyze where people spend time on a webpage. They can record eye movement, blinking and even pupil reaction to give you a unique picture of how your landing pages are working.

How eye tracking helps increase conversion

Eye tracking insight can be the landing page designer’s very best friend, offering a unique insight into whether customers think your landing page answers the three crucial questions in a suitably short time:

  • What are you offering?
  • Why is that so exciting?
  • What’s the next step?

Understanding where a visitor’s eyes are drawn to gives you a unique insight into the effectiveness of a landing page design and can deliver a dramatically increased conversion rate. Here are a few key best practices brought to light thanks to eye tracking so far:

1. It’s All In the Eyes  

Using pictures of people for visitors to “engage” with is a great way to literally personalize your online offering.

Our gaze is typically drawn to faces (this holds true in eye tracking tests). However, a face is not necessarily what you want your visitors to be looking at. You want them to look at your key messages, then your call-to-action.

The trick: it’s all in the eyes. If the person in your image is staring straight ahead, visitors look at the face and ignore the content surrounding it. Yet, if you use an image of person looking towards your key messages or call to action, visitors will follow their gaze.

DirectTV LookTracker

This Looktracker eye fixation heat map shows how users focused on the important “deal” information on a DirectTV landing page. They literally followed Superman’s gaze. If he was looking at the user, they would have fixated more on his face.

2. Understand Reading Patterns

Some “zones” of your landing page are more valuable than others, making them sweet spots to place key components.

For Western visitors with a left-to-right reading style, the top left portion of landing pages is where the eye naturally begins to read.

This makes the top left an important spot for essential introductory information which tells viewers who you are and what your business has to offer.

Meanwhile, the mid-right of a web page provides a natural resting point for the eyes, making it the ideal place for a persuasive call-to-action that spurs visitors on towards a conversion.

Geico LookTrackerThis GEICO landing page, overlaid with an eight-second eye gaze trace from LookTracker, shows how a user begins reading left-to-right, starting at the top left, then scanning the page to end at the call-to-action. The green circle indicates where the user first looked, and the red circle is the end point.

3. Don’t Clutter 

Clutter is confusing, and this is just as true for your landing pages as it is for your garage. If you want visitors to make a seamless journey from a click-through to a conversion, give them room to breathe.

The less unneeded stuff your visitors have to look at, the more likely they are to focus on the messages which matter. In particular, de-cluttering the area around your call-to-action should be a priority. This will draw the eye to the most important part of your page.

Next steps:

Of course, what works for one company’s landing page may not work for another’s.

Target markets are different, products and services vary, and conversion funnels can be diverse. While you should certainly consider incorporating the best practices outlined above into your design, always make sure you rigorously A/B test as you develop the most effective landing pages possible.

To find out more about LookTracker, click here.

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