B2B Marketing Online Testing: Eye-tracking Research and CTAs

MLT Creative

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. There was a great case study about this on WhichTestWon.com — as well as the constant need to test rather than always just relying on research.

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

MLT Creative

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: WhichTestWon.com discusses this in one of its B2B marketing case studies.

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

Hubspot

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. Congrats!

Neuromarketing: Research For Advertising Success Installment Three

Ignite

In the context of neuromarketing, this translates to eye-tracking technology that allows neuromarketers to determine the ideal placement of menu items, what draws customers’ eyes first, and more. The first two post received great attention so we thought you might like more! Part 3: In our technologically-advanced world, Big Brother is always watching.

8 Key Changes In Google Search B2B Marketers Should Know

KoMarketing Associates

As detailed in an article on Search Engine Land this past month, a new Google eye tracking study outlines the evolution of Google search results from 2005 to today. ” Per research from Eyetools and search marketing firms Enquiro and Did-it, the vast majority of eye tracking activity during a search happens in a triangle at the top of the search results page.

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6 Inbound Marketing Testing Methods You Should Be Utilizing

SmartBug Media

It may be perfect in your eyes, but what does your target market think? Try local offers via Google Ads or Groupon and make sure to track the data carefully for accurate results. Eye Track Testing.

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Banner Ads Must Die!!!

Marketing Insider Group

Eye-tracking studies show that everyone ignores them so even for branding and awareness, this tactic is hard to justify. Earlier this week I was asked for my view on which marketing tactic is like “The Walking Dead” of marketing. I was honored to be included on the list of contributors along with amazing thought leaders in marketing like Ann Handley, Joe Pulizzi, Doug Kessler, Neil Patel and more.

What Are Behavioral Biometrics and How Do They Fit Into Marketing?

Stevens & Tate

However, new biometric technology, such as eye-tracking software, has made it easier to determine exactly how someone feels about a website experience at any given moment–and they can allow you to do so without holding a focus group. Behavioral biometrics systems, like eye-tracking software, could have a big impact on your ability to do this in the future.

Neuromarketing: Surprising Facts Businesses and Marketers Should Know

Buffer Social

So this first method is called eye-tracking, which is used to tell marketers where the attention of someone goes when they look at something. The really basic method of eye-tracking is more like mouse tracking and it’s something you might know as heat mapping.

3 steps to defining customer experience

Modern Marketing

These aspects can include everything from subtle cues such as mouse movements right through to eye-tracking and ‘rage clicks’ (frustratedly clicking on content over and over). 2017 was the year that brands truly embraced ‘experience’, with Customer Experience, User Experience and even Brand Experience all becoming common terms within both the marketing and tech industries.

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. Through eye tracking and mouse behavior, these tools capture data that can help you optimize your customer’s web experience. People don’t always tell you what they’re thinking.

What Your Last Facebook Post Says About Your Brand

Modern Marketing

Recently, Mashable and Eyetrackshop ran an eye tracking experiment to see what people look at in social profiles and found that: Profile photos get prime attention (except on LinkedIn where Job Title get more attention than anything else). by Egan Cheung | Tweet this My last post to Facebook was seeking a recommendation for kiteboarding near Cozumel.

Neuromarketing: Using Neuroscience to Supercharge Results

Act-On

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. The Weather Channel used EEG, skin response tests, and eye-tracking to measure different viewer reactions to three various promotional pitches for a popular series.

Emotional AI platform reveals that smiles are down 32% due to COVID-19

ClickZ

30-second summary: Realeyes is an eye-tracking and emotion measurement platform with clients that include Buzzfeed, Coca-Cola, Conde Nast, and eBay. Headquartered in London, Realeyes is an eye-tracking and emotion measurement platform that uses AI and machine learning to gain insight into human behavior and expression.

Mobile Myth Busting: How to Write Great Content for Mobile

RockContent

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. The eye-tracking study below reveals that readers devote 86% of their attention to the upper two-thirds of the screen, missing most of the lower content. In 2014 the number of mobile users eclipsed desktop users.

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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? Because if your most important information – e.g. your call to action – isn’t strategically located on your page or screen, you will get less than optimal results from your marketing.

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Neuromarketing: Using Neuroscience to Supercharge Results

Act-On

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. The Weather Channel used EEG, skin response tests, and eye-tracking to measure different viewer reactions to three various promotional pitches for a popular series.

How to Motivate Customers Across the Entire Buyer’s Journey

Act-On

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.

Social Media News: Twitter Insiders & Facebook 360

Sprout Social

These real-world consumers enable researchers to observe people’s actual behaviors instead of taking survey responses at face value by using techniques such as online focus groups, video diaries, or eye-tracking glasses. This week, two major social networks launched some exciting new features. That’s why we’ve decided to just jump right in and explain what they mean for social media managers. Introducing Twitter Insiders. On Twitter, your resource squad just got bigger.

Is Page One Overrated? The Truth About Organic Search Results

Hubspot

You might also conduct an eye-tracking study for your term to find out where a user's gaze typically goes when results appear. For many marketers, ranking on page one of Google is the ultimate sign that your piece of content has made it.

7 Simple Steps to Super-Size SEO for Financial Advisors

FMG Suite

Google and other search engines consider your track record on searches when they are assigning your rank. The shape our eyes track resembles an uppercase F. If the term “Search Engine Optimization” makes you feel anxious, you’re not alone.

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About Face: Why You Should Stop Showing Faces in Your Ads

Marketo

Our eyes gravitate toward the faces of human subjects. A recent eye-tracking study, “ Eye Gaze Cannot Be Ignored ,” demonstrated this effect with a webpage showing a baby looking directly at the reader.

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

Marketing Insider Group

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.

What Makes Ads Go Viral?

The Effective Marketer

They setup infrared eye-tracking scanners so that they could determine where people were looking when the ads played and they used a system that analyzes facial expressions and were able to determine, based on slight changes on their facial muscles (this reminded me of micro-expressions and the Lie To Me series ) what emotion they were experiencing. Looking for a recipe to get your new video to go viral?

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How to Generate More Leads from Your B2B Blog

Schubert B2B

Eye-tracking studies show that the top of the page gets the most visibility. If you’re like many hard-working B2B content marketers, you understand the importance of blogging. It helps you increase brand awareness and gain the trust of your target audience.

How to Use UX Testing to Improve Your Customer Lifetime Value (CLV)

Single Grain

Eye tracking. Is it about using eye-catching elements to draw attention? B) Eye Tracking. For instance, tracking the eye gaze through heat maps will make you aware of which areas of the screen received the most interest and which parts did not.

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Neuromarketing + Inbound Marketing = Optimized Conversions for B2B Marketers

Valasys

The process involves non-invasive psychoanalysis of the prospects’ brain activity using methods such as electroencephalography (EGC), magnetoencephalography (MEG) & functional magnetic resonance imaging (fMRI), eye tracking & electrodermal response measures. Neuromarketing is a “Buzzword” in the marketplace these days & it has expanded its reach to encompass B2B dominion as well.

Lead Generation

FMG Suite

Their user experience study using eye-tracking showed that page visitors usually scan the page across the top, then a shorter scan across the text beneath, and finally down the left side of the page. These eye-tracking indicators resemble an uppercase F, hence the name of the pattern. How to Generate Leads for Financial Advisors. . Lead generation for financial advisors used to be a tedious endeavor that consumed a lot of valuable time.

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

MLT Creative

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.

Overcome Blank-Page Syndrome with This Template for Killer Web Copy

DivvyHQ

Based on eye-tracking studies and other research, we know that users often follow an F-shaped pattern as they peruse a new webpage. For any creator, the blank page can be agonizing. When we have nothing in front of us but a blindingly white document and a blinking vertical line, the uncertainty is liable to leave us paralyzed. How should I start? Where am I going? What do I need to make sure I cover? What should I eat for lunch?

3 Things You’ll Learn from Content Marketing Institute’s Latest B2B Brief

RockContent

According to the Nielsen Norman Group, eye-tracking studies showed that internet readers pay close attention to information-carrying images.

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

Hubspot

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.

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. As you explain it heads begin to nod, the connection becomes clear and the program moves forward.

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How to Boost Conversions with Your Article’s Featured Image

Single Grain

Note: It is also important to keep an eye on your site performance as images can impact site speed, which is a ranking factor. Eye-tracking studies show that Internet readers pay closer attention to images than to text. As the web is becoming more visual and interactive, standing out and being remembered is getting even tougher. Visual content can certainly boost engagement and brand memorability, but only if you create an effective visual marketing strategy.

17 Best Paid Media Tools for Marketers

Single Grain

Users love how the tool drives phone calls via paid search by tracking calls back to the ads that triggered them in the first place. Marketers can use this analytics and call tracking solution for campaign attribution and conversion reporting from inbound phone calls.

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6 Reasons Why Your Company’s Facebook Page is Unattractive

Marketo

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. Your social media fans are hit with a great deal of noise, and sending your prettiest content straight to the top can direct their eyes to your most-attractive content.

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. This has never been more true than our current environment, where competition for buyer attention and mindshare is stiff.

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