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<  >  naar bron 23 Actionable Lessons from Eye-Tracking Studies

bron artikelEye-tracking studies are hot in the web design world, but it can be hard to figure out how to translate the results of these studies into real design implementations. These are a few tips from eye-tracking studies that you can use to improve the design of your webpage.
  1. Text attracts attention before graphics
  2. Initial eye movement focuses on the upper left corner of the page
  3. Users initially look at the top left and upper portion of the page before moving down and to the right
  4. Readers ignore banners
  5. Fancy formatting and fonts are ignored
  6. Show numbers as numerals
  7. Type size influences viewing behavior
  8. Users only look at a sub headline if it interests them
  9. People generally scan lower portions of the page
  10. Shorter paragraphs perform better than long ones
  11. One-column formats perform better in eye-fixation than multi-column formats
  12. Ads in the top and left portions of a page will receive the most eye fixation
  13. Ads placed next to the best content are seen more often
  14. Text ads were viewed mostly intently of all types tested
  15. Bigger images get more attention
  16. Clean, clear faces in images attract more eye fixation
  17. Headings draw the eye
  18. Users spend a lot of time looking at buttons and menus
  19. Lists hold reader attention longer
  20. Large blocks of text are avoided
  21. Formatting can draw attention
  22. White space is good
  23. Navigation tools work better when placed at the top of the page
Geschreven door Christina Laun op VirtualHosting.com

2007-11-21, door
Inne ten Have

Outing the Heavy Clickers 

What did we learn? A lot. We learned that most people do not click on ads, and those that do are by no means representative of Web users at large.

Ninety-nine percent of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month. Less than two tenths of one percent click more often. That tiny percentage makes up the vast majority of banner ad clicks.

Who are these “heavy clickers”? They are predominantly female, indexing at a rate almost double the male population. They are older. They are predominantly Midwesterners, with some concentrations in Mid-Atlantic States and in New England. What kinds of content do they like to view when they are on the Web? Not surprisingly, they look at sweepstakes far more than any other kind of content. Yes, these are the same people that tend to open direct mail and love to talk to telemarketers.

What does all of this mean? It means that while clickers may be valuable audiences, they are by no means representative of the Web at large. Focusing campaigns to optimize on clicks means skewing campaigns to optimize on middle-aged women from the Midwest. If these folks are not your target, then you should be ignoring the click-rate and looking deeper, to what audience your impressions are being delivered, and what audiences are converting (there is a large body of evidence that shows that click-rates and conversion rates rarely correlate with each other).

Lees verder...
Geschreven door Dave Morgan op Online Spin
2008-01-07, door Inne ten Have



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