Improve Your Advertising Campaigns With Eye Tracking
With the global economy in recession, advertisers are relying more on ad campaigns that can be tracked and measured for their effectiveness in generating sales and leads. One way advertisers have measured the effectiveness of advertising on the web has been by incorporating eye tracking to determine patterns and habits of viewers and how they look at online advertising. Studies have shown that viewers do not typically read everything in front of them. Their eyes scan quickly for relevant information, and if none is found, a viewer will immediately leave a website. With eye tracking technology, a corresponding heat map of the page can be generated, showing the areas of a website where subjects focus their attention.
Pay-per-click advertising is one area with a good deal of research on eye tracking. Studies have found that the top three pay-per-click ads get the most attention by viewers. And eye tracking studies utilizing heat map technology have found that the top three search results on Google get more attention than the top three pay-per-click ads.
What this means for advertisers is that it’s cheaper and more effective to be ranked well among search results, and that having their web site listed for free at the top of the page will typically garner more viewer clicks. When it comes to usability testing, marketing, and effectiveness, eye tracking technology provides a cost effective way to get better results from a company’s ad budget.
Related articles: