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Introduction to Eye Tracking: Optimizing Your Content for How People Read [Infographic]


Essentially, you need to know the basics of eye tracking research to make any website redesign successful. To get familiar with eye tracking, check out the infographic below by SingleGrain and use these guidelines when working on your next digital project. This post originally appeared on The Agency Post. To read more content like this, subscribe to The Agency Post.

B2B Marketing Online Testing: Eye-tracking Research and CTAs

B2B Ideas @ Work

The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if you’re to the right of an image, you may have a better chance of being noticed than if you are to the left of it. I argue it was just a design preference among the target audience. A dding or removing pictures?

Eye Tracking in B2B Marketing: Are You Catching Your Customers’ Attention?

B2B Ideas @ Work

The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if you’re to the right of an image, you may have a better chance of being noticed than if you are to the left of it. The Research in B2B: discusses this in one of its B2B marketing case studies. The B2B company Openet tested two webinar sign-up pages, with exactly the same content, with the only difference being the banner design at the top. Option A increased click-throughs by 12%.

Mobile Myth Busting: How to Write Great Content for Mobile


The Golden Triangle – During eye-tracking studies researchers learned that users focus primarily on the upper left corner of a website or search engine page results. This triangular region is where the majority of the eye movement was focused. Eye-tracking studies show that mobile users are likely to focus more on images than they do text. Image Source.

This Week's Top Content: 4 Must-Read Posts on Marketing Optimization


Introduction to Eye Tracking: Optimizing Your Content for How People Read [Infographic]. If you really want your website to increase conversion opportunities and sales, you need to know the basics of eye tracking research. This blog post will familiarize you with eye tracking research and offer specific guidelines you can follow to make your ideal website a reality.

What B2B Marketers Can Learn About Buyers Without Trying Too Hard

KoMarketing Associates

It’s easy to focus too closely on the (often overwhelming number of) tasks at hand, only in the process fail to keep a watchful eye on the market as a whole. Since the web plays a pivotal role in a business buyer’s decision journey , UserTesting’s bird’s-eye view is valuable asset. People don’t always tell you what they’re thinking. What’s The Complexion Of Your Market? Keep Hunting.

6 Stats B2B Marketers Must Pay Attention To in 2014

KoMarketing Associates

The post states, “eye-tracking studies show that increasingly, searchers are tuning out ads and focusing on organic results.” . Check out these other recent studies on Google search results: Eye Tracking Study: The Importance of Using Google Authorship in Search Results. Microsoft touts eye-tracking study as proof of Google’s EU antitrust naughtiness.

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Why Data-Driven Storytelling is the Next Big Thing in Content Marketing


As the Nielsen Norman Group’s eye tracking study shows, users pay attention to information-carrying images that are relevant to the task at hand, but they ignore purely decorative images that don’t add real content. B2B marketers know there is no shortage of data; most of us are overflowing with it. The result? Eighty-eight percent of it is left on the cutting-room floor.

Neuromarketing: Using Neuroscience to Supercharge Results


Marketing researchers us it to track the brain’s flow of blood as a person responds to a variety of visual and audio cues. Electrodes measure electrical waves produced by the brain and allow researchers to track emotions, such as anger, excitement, and sadness. Advertising legends such as David Ogilvy, Claud C. Hopkins and Leo Burnett understood the power of neuromarketing. But how?

An Inconvenient Truth: Your Advertising is Invisible

Digital B2B Marketing

The image at the right shows the results of an eye tracking study and how the focus is on the content. A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on. So how many banners really go unseen?

Internet Marketing Strategy Articles for the Week of January 27, 2014


Marketing Strategy

Google Removes Authorship Photos and Google+ Circle Counts From Search Results


In part of his post, he dives into some eye tracking research Google''s done about this all. Yesterday, Google''s John Muller made an announcement that broke marketers'' hearts: Google Authorship''s about to get a makeover. And it''s not the type of makeover that makes you say "ooo" and "ahh" and "how wonderful" -- it''s the kind that could impact your search traffic.

Converting B2B Leads Through Social Content: 3 Keys to Success


Eye tracking studies show that we pay more attention to headlines and images online, which is why infographics (like the snippet from Ethos3 pictured here) are so popular. You’re probably already tracking registrations for content downloads, webinar registrations and other online lead generation form completions, but don’t forget to track conversion from social posts.

Top Internet strategy, marketing and technology links for the week of June 8, 2013


Brand Insider) Is Eye Tracking Coming to Google Glass? Here are the top Internet strategy, marketing and technology links for the week of June 2, 2013… 7 Ways to Attract Lots of High Quality Links in the Age of Authority (Duct Tape Marketing) 6 Reasons the Website (vs. News & Notes

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6 Reasons Why Your Company’s Facebook Page is Unattractive

Modern B2B Marketing

Eye-tracking research on social media users indicates the average viewer spends the most time on a brand page examining the cover photo. Images are twice as effective at driving engagement as plain text updates, so it stands to reason that a text-only timeline isn’t catching your prospects’ eyes. Helen is the founder of You’re Not Using Visual Content.

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How to Motivate Customers Across the Entire Buyer’s Journey


I felt eyes watching my every move. Eye-tracking is a mechanism used by web and user-experience developers to understand what catches eyes on a website. Motivation. It’s a word that comes up in various facets of life, from locker rooms to courtrooms to pop culture. Maybe the word makes you envision motivational speakers – such as Tony Robbins or even Chris Farley’s hilarious Saturday Night Live character Matt Foley. . The word can evoke negativity, too. What’s your motivation?” a peer or spouse may ask you, trying to pick apart your argument. What motivates you?

Conflicting Facebook Brand Page Studies Highlight Universal Truths in Online Marketing


There’s also SimpleUsability’s eye-tracking study, which showed that, despite some creative Facebook Timeline efforts from brands, Timeline brand page users actually find some of the new elements confusing. We’ve previously reported that brands get 46 percent more engagement with Facebook Timeline brand pages, according to Simply Measured’s studyof 15 early adopter brands. Actually, fan engagement increased 14 percent; content engagement was up 46 percent; and interactive content engagement skyrocketed 65 percent. Right? a head figure. News & Notes

Instagram Feeds Worth Following: 5 Brands With 5 Lessons for B2B Marketers

KoMarketing Associates

Today’s business marketers have a lot of tools available for them to target and fine-tune their efforts, from databases and list parsing to surveys and eye tracking software. Instagram transports people, it makes them feel included and gives birds-eye glimpses. Businesses have always looked for creative ways to make buyers aware of their products. Keep it simple, stupid.

19 Lead Nurturing Email Examples You'll Want to Steal


Eye-tracking studies have shown that readers spend more time looking through images than reading text when they are relevant to the copy. You've done it. You provided valuable content to your readers and they've converted into leads. Now, it's time to nurture these leads into opportunities for your sales team. Trouble is, cutting through the inbox clutter isn't an easy feat. Retail.

Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative

Puzzle Marketer

I was an eye-tracking lab participant in a 60 minute research session. One of the best ways to evolve as a marketing professional is to generate, collaborate, and nurture ideas among like-minded peers. This post is part of a blog series called “ Marketing Minds ,” where I solicit thoughts and ideas from cutting-edge marketing leaders and post them on

How Would You Answer “Why Does Most Marketing Stink?”

B2B Marketing Insider

Recent eye-tracking studies show 18-34 year-old millennials do not look at banners on the web pages they visit - Tweet This! I wrote this article on Forbes recently and it was completely unplanned. But my daughter smacked me in the head with a question about my career that I knew I had to write about. 86% of us skip TV ads - Tweet This! 90% of emails are never opened and 99.5%

4 Rules For Better Online Advertising Performance

Digital B2B Marketing

Eye-tracking studies have confirmed people are focused on the content of the page , not your advertising. You have agonized over your copy, crafting something with depth and nuance. You tell the story around the table of how the message and design combine to illustrate your brand’s superiority. They will not invest the time to probe the depths of its meaning. Get Attention!

Why you need a creative brief for every project


An eye-tracking study indicated emails were read in less than a minute. Humans are wired to see images. More than half of humans are visual learners. Our brains process visuals incredibly fast: in just 13 milliseconds. We’ve long been visual beasts (think of the most early form of communication, hieroglyphics). But we’ve embraced that with vigor in recent years. Consider the popularity of visual media like Instagram, emojis, and YouTube. People simply aren’t reading much – they’re skimming. That’s what makes the visual portion of your creative process so important. Trust me.

5 Bad Writing Habits to Drop Right Now


According to UX research and eye-tracking studies , many people skim on the web. Their eyes flit across the screen, picking up key phrases, surveying the main headings, and glancing at the images. Track Record. My eyes move across words, through paragraphs, and I have no idea what ideas are within the author’s mind. 1) More Than One Exclamation Point. Press it.

Parlez-vous B2B? The dangers of using jargon in your marketing

Earnest about B2B

The eye-tracking chart below – with blue dots indicating where users are fixating – demonstrates how users strayed away when it came to longer paragraphs littered with links and sales information. Eye-tracking research shows that users’ eyes are attracted by numbers in web content. A rude awakening. We even had to look-up some acronyms ourselves. Can’t.

Getting Your Ads More than Seen


Eye-Tracking Study: How to Beat Display Ad Blindness by Ayaz Nanji Having your ad get seen is just half the battle — the next problem is to get someone to actually take action (click, mouseover, etc.). MarketingProfs analysis of the study didn’t include any click data. Is this true? How will that impact how people interact with advertising?

The Anatomy of a Lead-Generating Website


Once you've created and embedded your forms , how are you going to collect and track submissions? By consolidating your leads in one place, it'll be much easier for you to follow up with those leads -- whether it's by sending them lead nurturing emails , tracking their future behavior on your website, or some other action. Think about what your website looks like in its current state.

B2B Aware: This Week in B2B Marketing-Socialize, Mobilize & Familiarize

B2B Ideas @ Work

Catch your B2B customer's attention with eye tracking. According to MLT Creative's Director of Buyer Behavior, Vann Morris, eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. WEEK OF FEBRUARY 27 - MARCH 2, 2012. Top tactics for a crisis-proof B2B lead generation strategy.

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How to Improve Your Website Experience: 10 User Testing Tools to Try


With this tool, you can track multiple domains under one account and uncover insights about your site's performance using four different intelligence tools: Heat map: Uncover where people are clicking on your site to determine what elements are converting and which aren't. This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post. 1) CrazyEgg.

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B2B Marketers – Do You Zee What I Zee?

B2B Marketing Traction

People’s eyes view print marketing pieces in a Z format and on-screen marketing content in an F. The post references Nielsen’s eye-tracking study and shows some webpage heatmaps that show how visitors look at online content. Why should you care? Years ago an ad agency guy told me about the “Z” scanning format for print pieces.

8 Reasons Why Your Blog Posts Are Hard to Read (And How to Fix 'Em)


According to an eye tracking study, adding subheaders to online articles increases comprehension by 12%. So we made it bold, so that it caught your eye. We’ve all been there. You click on a blog post about marketing tips. or the latest attempts to colonize Mars (whatever strikes your interest). Not slogging through that one ,” you think to yourself. You’re welcome.). Gotcha.

Savvy Speaks: Web Copywriting Best Practices

Savvy B2B Marketing

I wrote a post a few years ago that covered the science of understanding heat maps and the way peoples eyes track across the average web page. Everyone has a website these days. Some of them really catch your attention, while others make you click away faster than a speeding bullet. What makes the difference? The Savvy Sisters give you some of their best web copywriting strategies: Wendy. Keep it Clean. You don't need loud noises, flashy animation, and pop-ups to get attention. Your website should not rival the local summer carnival down the street. Stephanie. Jamie. Heather.

How to Make Your Job Descriptions More SEO-Friendly

Haley Marketing

A 2014 eye tracking study conducted by Mediative revealed that the way people view search results differs from the way we read other kinds of text. Keep an eye on character count. However, beyond simply making your description easy on the eyes, there is an SEO incentive around formatting as well. [The following is a guest post provided by Glassdoor.]. How does that work?

Why Your First Idea Might Be Your Worst Idea


A study by Merim Bilalić and Peter McLeod on chess players that used eye-tracking found that even though participants believed they were looking for faster solutions to achieve checkmate, they did not shift their gaze away from the part of the board where the familiar solution would occur. This post originally appeared on HubSpot's Agency Post. What Is Design Fixation? Students.

How Peggy Olson Would Design for Interactive

Marketing Action

How the eye scans a page. The first thing you need to understand is how the human eye tracks across a piece of content. When I was studying advertising in college we were told the eye tracked across a page in the form of a capital Z, starting in the upper left. Example 2: Oh, my eyes! How would Peggy Olson design for interactive media? Sounds simple, right?

The Top 11 Mistakes Your B2B Website Should Avoid

Hinge Marketing

You look at your website all the time and may think the navigation all makes sense, but outside eyes may tell a different story. Make sure you’ve indexed your site on Google by submitting an XML Sitemap , that you’re optimizing your webpages for relevant keywords or keyword phrases, and keep an eye on any Google updates which may affect your search rankings. A lot.

An Overview of the Major Google Algorithm Updates of 2014


Mueller also cited some of Google''s eye tracking research , which found that social annotations like author photos completely changed the way users looked at search results. This move meant Google would no longer track the rel=author tag data -- although keeping it on your pages "won''t cause problems," Google Webmaster Trends Analyst John Mueller wrote in a post to Google+.