Eye Tracking Shows the Importance of Good Copy
We spend a lot of time talking about the best ways to design a website that helps convey your point, sell your product, keep viewers eyes on your page, or move them around to the spots you want them to see.
One site recently posted an article featuring a number of helpful tips when it comes to copywriting for your site. They mention eye tracking and how it’s shown that people skim and scan across pages when they browse around online. As people tend to navigate throughout the page, it’s important to organize your site accordingly, broken down into bite-size chunks that people can engage with quickly, efficiently, and then move on.
In order to sell a product, it is extremely important to have good sales copy. Good copy can engage someone emotionally. In fact, the article says it’s all about emotions. They suggest you write words that can persuade potential customers to understanding that you have an answer or solution to their needs. It’s not just about education or facts when you write copy. It’s about getting a specific reaction out of them – there is motivation and a goal involved.
That said, the article suggests you stick with the truth and don’t ever use too much hype. Consumers have the uncanny ability to see right through extraneous hype. There’s a delicate balance of appealing to emotion yet still remaining truthful.
Other points the article lists are pretty obvious when it comes to basic design and content. Don’t cause confusion for your readers. Confusion, they say, is the kiss of death. If readers can read and digest information with ease, they will be less cautious, less defensive, and more likely to find what they’re looking for.
It’s important to make effective use of white space. Eye tracking has shown this to ease eyestrain and make pages more palatable and easy to skim. Subheadings should also be used to break up the page, as they’re good for organization. Of course, headlines are extremely important as well. If you have a memorable headline, that’s half the battle.
Getting the reader’s attention is the first step. The next is to maintain that engagement, and you can’t do that without good content, which is really what good copy is all about. Is it something you would want to read?
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