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.

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.

Trending Sources

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.

Mobile Myth Busting: How to Write Great Content for Mobile

ScribbleLive

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.

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

Act-On

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.

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.

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.

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

Act-On

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.

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.

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.

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

Hubspot

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.

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.

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. by Dayna Rothman I am pleased to welcome Helen Nesterenko as today’s guest blogger. Helen is the founder of writtent.com.

Has Social Media Made Content Meaningless?

Content Standard

Twitter came to a similar conclusion based on eye-tracking studies. We are addicted to our smartphones. More than 40 percent of us look at our phones within five minutes of waking up. Over the course of a day, we’ll check our phones 50 to 80 times.

Converting B2B Leads Through Social Content: 3 Keys to Success

NuSpark

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.

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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.

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.

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.

Rules 40

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.

Why you need a creative brief for every project

Act-On

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.

19 Lead Nurturing Email Examples You'll Want to Steal

Hubspot

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.

5 Bad Writing Habits to Drop Right Now

Hubspot

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.

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.

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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.

AI and Big Data Are Changing Our Attention Spans

Hubspot

Thousands of algorithms on millions of servers auction off your every click and tap, anticipating which emails you'll open, which search results you'll read, even how your eye might dart around the page. What catches your attention?

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

Hubspot

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.

Test 56

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

Hubspot

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.

The Anatomy of a Lead-Generating Website

Hubspot

Once you've created and embedded your forms , how are you going to collect and track submissions? For example, according to an eye tracking study , a website reader's natural eye path starts in the upper left-hand corner of a website and moves on from there in an F-pattern.

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.

Why Your First Idea Might Be Your Worst Idea

Hubspot

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.

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. 55 percent of readers stay on a web page for less than 15 seconds. That's not a lot of time to grab their attention. But it's critical you do.

An Overview of the Major Google Algorithm Updates of 2014

Hubspot

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. Inbound marketers are constantly on alert for changes in Google''s ever-evolving algorithm.

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Contently Case Story: How The Trade Desk Used Infographics to Transform Its Marketing Program

Contently

Eye-tracking studies from the Nielsen Norman Group show that images carrying information trigger online readers to pay close attention, suggesting audiences will retain more from infographics than typical articles.

Case 19

9 Email Marketing Best Practices to Generate More Leads

Hubspot

Put Your Logo in the Upper Left-Hand Side of the Email: Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. And make sure you’re utilizing tracking tools to see which emails and landing pages performed the best.

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.

Doing More with Less: Conversion Rate Optimization Technology

Fathom

Eye Tracking. You can track conversions, see what’s working, and then align with sales to justify the ROI of CRO efforts. All marketers want to achieve more (whether that be conversions, revenue, traffic, or what not else), but not all marketers want to put in more effort.

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).

Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

Video results often come up higher in Google search, and recent eye tracking studies show that search results with video gain much more attention. The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts?

How to Generate Leads From the Most Popular Pages on Your Website

Hubspot

That'll make it much easier for you to not only track who's visiting your site and what they're doing once they get there, but also which parts of your site are converting visitors into leads -- and then track, nurture, and close them when the time comes.

Why the Inverted Pyramid Doesn't Work for Business Blogs

Hubspot

One caught my eye. According to an eye-tracking study by Nielsen, most people read in an “F” pattern online , which basically translates to horizontal movement, followed by vertical, scanning movement down the web page.