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.

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.

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.

Neuromarketing: Research For Advertising Success Installment Three


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.

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.

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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.

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.

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. For the former, algorithm tracking on Moz , given the “slow rollout,” the exact timing was unclear.

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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.

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.

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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.

What Role Does Imagery Play In B2B Marketing?

Heinz Marketing

Eye-tracking studies show readers pay closer attention to information-carrying images and spend more time looking at them than they do reading text. Guest Post by Kayleigh Alexandra. We all know a compelling written portfolio, coupled with beautiful, emotive imagery, can sell pretty much anything to the right person. But while it often seems B2C companies have their visual strategy down, the same is less true of B2B.

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.

Proven Tips to Improve Your Content Marketing Efforts

Launch Marketing

Eye tracking studies show internet readers pay close attention to information-carrying- images. Content marketing is a must for any business now in today’s digital age.

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.

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

Cody Ward

I was an eye-tracking lab participant in a 60 minute research session. Chris Pinkerton. VP, Enterprise Development, Media & Research @ Mediative.

What Makes Ads Go Viral?

The Effective Marketer

Looking for a recipe to get your new video to go viral? In a recent Harvard Business Review article “ The New Science of Viral Ads” , assistant professor Thales Teixeira from HBS outlines the ingredients you will need: 1.

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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.

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).

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


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.

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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.

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.

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.

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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.

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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.

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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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.

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.

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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.

You Are Not Your Audience: Why PPC Capabilities are Not Enough


Use eye tracking, heat mapping, and click tracking tools to help you measure and optimize interaction. There’s something to be said about being at the right place, at the right time. With options ranging from Social to Shopping to Display , PPCers have no difficulty getting their message to a targeted audience on virtually any digital touchpoint.

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Doing More with Less: Conversion Rate Optimization Technology


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.

Google’s Knowledge Graph and Other New Features Spark Major Changes in SERPs

Content Standard

According to a recent report from digital marketing company Mediative , based on data from a eye-tracking study of 53 participants who were asked to complete 43 common search tasks, people have significantly changed the way they engage with SERPs over the last decade.


B2B Lead Generation Blog: Landing Page Handbook: How to Raise Conversions by 40%

B2B Lead Generation

Yes - the eye tracking heat maps (click image to enlarge) have a "wow" factor. Yes - the eye tracking heat maps (click image to enlarge) have a "wow" factor.

31 Spectacular Web Design Guides, Techniques and Resources


Paradoxically, in the early days of websites, when there were few standards to adhere to, most business websites were laid out with pretty much the same template: grid layout, logo in the upper left, content in the middle or left frame, “highlights” in the right sidebar.

How to Optimize Your Videos for Maximum Social and Search Visibility


Improved Search Visibility Recent eye-tracking studies have shown that video thumbnails on a results page attract the most attention. We all know that video is one of the most engaging forms of content that you can invest your marketing dollars into.

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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.

Best of 2009: SEO Tips and Tactics, Part 2


In this long and detailed post, Peter Da Vanzo covers a tremendous amount of ground, from eye-tracking studies and understanding search demographics to recognizing commercial intent in searches and analytics. Is it really impossible to optimize a Flash website? How can social media profiles help with SEO? Is your website optimized for the way search engines work now, or are your SEO efforts still focused on yesterday’s ranking factors?

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Best Website, UX and Mobile Design Guides and Tips of 2011


A half-dozen tips for increasing landing page conversions, from pre-positioning the cursor in the first field to be filled out and using eye-tracking data to integrating testimonials and driving to a single call to action.

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


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?

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.