April 30, 2014
By Neil Patel
When it comes to data, I’m convinced you can’t have enough. Crunching numbers, running tests, poring over metrics, analyzing trends — that’s what helps build great businesses and awesome websites.
One fascinating field of study of consumer behaviour is eye tracking. The information gleaned from eye tracking can help you become a more proficient web designer, content writer, conversion optimization expert, or online marketer.
I’ve summarized the bottom line results of some of these eye tracking tests and placed them into your hands so you can start seeing better results in your businesses.
Before we get started, let me explain what eye tracking is. Eye tracking basically measures where people look on a web page and for how long. Eye tracking data is presented visually, overlaid on the screen that the subjects were looking at, similarly to the image above.
With eye tracking, you can discover where a person looked first, second, third, and so on. You can find out what the user considers to be the most interesting part of the screen and how long he or she looked at certain areas.
Like any powerful data research, eye tracking studies aren’t cheap. The least expensive eye tracking devices cost around $5,000, which isn’t very affordable. But by analyzing public eye tracking studies, I came up with 8 takeaways that can help your online business.
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