Eye tracking is the process of measuring a person’s point of gaze or where they are looking. This is made possible through an eye tracking tool that monitors and measures eye positioning and movement. It’s not a phenomenon; in fact it’s been around since the 1800s but it’s just as important today as it was centuries ago. Today, researchers and marketing executives should be employing eye tracking mechanisms to better understand whether their websites, marketing campaigns, and layouts are working and engaging users as they were intended.
Our class readings included findings of an eye tracking study of newspapers conducted by Poynter that I think are still relevant to marketers today. Some of the findings were that photos attracted attention, eyes followed common patterns of navigation, color appealed to readers, and images more viewed more often than text. Sure, these are not ground breaking findings but they still hold true today, and for media beyond newspapers.
Indeed, there is more to track today than just newspaper layouts. For instance, within an average webpage there are a number of elements that can attract a viewers’ attention. Marketers would be wise to find out where viewers’ eyes land first: Is it the flashing text, buttons, navigation bar, or Google Ads?
This is just a primer on eye tracking and I will share more interesting thoughts on this topic during my presentation later this week.
For now, my questions to readers are:
-Have you used eye tracking for your websites or media?
-Would you think about employing eye tracking for your portfolio websites?