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. 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. Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative.

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. The Research in B2B: WhichTestWon.com discusses this in one of its B2B marketing case studies. Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

6 Stats B2B Marketers Must Pay Attention To in 2014

KoMarketing Associates

We are a month into the new year and there have already been some great studies released (be sure to check out our industry news section for the latest). Industry statistics and studies are also available to help you better understand the market. A recent Conductor study analyzed search results to see what was really happening with the “10 blue links” scenario. According to the study, 56% of search results have nine or more paid ads.

Stats 249

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.

Search 255

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.

Top 6 Ways You Can Conduct User Research to Gather Optimization Ideas

Convert

Eye-Tracking Studies. Eye tracking is an advanced user research method that tells researchers what users are looking at and for how long. Eye-tracking studies may require you to create heatmaps so that you can track your users’ eyes when they interact with a page.

How Content Marketing Directly Improves Sales

Marketing Insider Group

Do you track your ranking for key search terms? An eye-tracking study from Nielsen discovered that viewers disregard global navigation because they associate it with ads. Businesses have a wealth of options for promoting their solutions to boost sales.

Neuromarketing: Using Neuroscience to Supercharge Results

Act-On

Neuromarketing is the study of consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. 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. Findings of their studies shaped an ad campaign that focused on new single-serving packaging.

Neuromarketing: Surprising Facts Businesses and Marketers Should Know

Buffer Social

In practice, this might look like studying a person’s cognitive response to viewing ads or product packaging. First is to conduct your own studies on people that are your target audience, and second is to read and learn everything you can about general neuromarketing best practices that apply to most people. Whereas if you’re at a larger company and have a bit of budget, then maybe doing your own neuromarketing studies make sense. Neuromarketing.

5 Content Campaigns That Changed the Way I Saw Marketing

Contently

The series—an early example of branded content — was a hit, extended for three seasons and, according to tracking studies, contributed to negative perceptions of drug use among teens.

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.

Mobile 154

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.

B2B 140

Variables in your Science Fair Project

AccuData

Variables are a vital element of an eye tracking experiment. Science experiments study these unique forms of variables to locate cause and effect relationships. In science, when a variable is studied, its attribute is recorded. As an example, if eye color is definitely the [link] variable, its attribute may be green, brown, or blue. Varieties of Variables in Science Experiments. Understand about the diverse forms of variables in an experiment.

Social Media News: Twitter Insiders & Facebook 360

Sprout Social

This week the company introduced Twitter Insiders, a group of 12,000 Twitter users that will participate in research studies, help test creative ideas, provide honest input with the goal of making consumer and market research more timely and accessible. 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.

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. Realeyes recently published a case study which focused on the monitoring of norms.

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. Interesting that four out of five key ingredients in the study deal directly with the content of your ad or video.

Viral 131

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.

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. According to a study published in alore.io, color can increase brand recognition by 80%.

How Google SERP Layouts Affect Searching Behavior

Moz

Posted by Stephen_Job There are several studies (and lots of data) out there about how people use Google SERPs, what they ignore, and what they focus on. By combining the data from eye tracking devices, galvanic skin response monitors (which measure your sweat levels, allowing us to measure subconscious reactions), and facial recognition software, we can gain useful insight into behavioral patterns. Eye tracking Facial expression analysis Galvanic skin response (GSR).

SERP 60

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

MLT Creative

Business-to-business newsletters earned higher conversion rates on several benchmarks, compared with their e-mail marketing efforts, than B2C counterparts, according to an Econsultancy/Email Experience Council study. Catch your B2B customer's attention with eye tracking. WEEK OF FEBRUARY 27 - MARCH 2, 2012. Top tactics for a crisis-proof B2B lead generation strategy.

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.

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. Buzzsumo studies show that Facebook posts with images see 2.3X As the web is becoming more visual and interactive, standing out and being remembered is getting even tougher.

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.

Rules 151

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?

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

Single Grain

A qualitative study could help you understand the reason why, as your target customers talk to you about what you could do better: Source. Eye tracking. If you use a UX testing service to run your unmoderated test , they can help you build the study, find suitable participants and analyze the results of the investigation. According to a recent study by Qualifio , 83% of marketers find it challenging to personalize their campaigns for customers. B) Eye Tracking.

Test 63

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. These study results mean that the most relevant information should be placed along these lines for the most engagement and to increase the time visitors spend on a page. .

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. For example, if your product is the internet, show a laptop or tablet screen with an eye-catching message on it. It can be hard to find an advertisement that doesn’t prominently feature an individual’s face.

Ads 101

9 YouTube stats to inform your marketing strategy in 2019

Sprout Social

According to a 2016 study released by Comscore and YouTube, 35% of the 2,940 respondents selected YouTube as their “one preferred provider,” while just 19% chose TV. A study using eye-tracking technology found that YouTube ads hold visual attention 62% of the time, compared to 45% of TV ads. Backlinko shared findings from a study in which 1.3 Past studies from the International Data Group state that 46% of B2B tech buyers purchase products after viewing videos.

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. But you may not be sure how to convert your blog traffic into leads. Every blogger needs a sustainable marketing strategy for turning blog visitors into valuable business leads and, in the long run, customers.

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. With this has come a new wave of quality control issues for online advertisers.

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. With this in mind, the CMI study found that 64% increased their use of audio/visual content like webinars and videos, while another 56% reported an increase in their use of images, whether infographics, charts, or brand photography.

These 7 Visual Tactics Can Boost Landing Page Conversions

Content Marketing Institute

Eye-tracking studies have found that facial features are the first thing people look at when they see someone new. Without directly pointing at the button, the image guides visitors’ eyes toward where they need to click. MarketingExperiments conducted a study comparing a landing page with a “smiling lady” stock photo with a landing page featuring a photo of the company founder. Creating visuals for a landing page is kind of like dressing for a job interview.

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. If that seems like a lot of words to you, consider this study by Moz that suggests that articles with a count of 3,000 – 10,000 will be shared the most frequently. .

SEO 52

6 Reasons Why Your Company’s Facebook Page is Unattractive

Marketo

According to a recent study by Fast Company, 44% of social media users are most-likely to engage with companies if you post visual content. 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.

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. I’m sure this theory was devised by a study that had some test subject looking at pieces of content while a guy in a white coat tried to draw the pattern of eye movements on a piece of paper.

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. In an eye-tracking study by Nielsen Norman Group, some types of pictures, such as purely decorative images or stock photos of generic people were completely ignored while other types of photos, including photos of real products or people (as opposed to stock photos of models) were scrutinized as important content.

Trending in Email Design: Custom Illustrations

Litmus

Eye tracking studies suggest that readers can spend a considerable amount of time looking at images when they are relevant, whereas generic imagery can be completely ignored. Each year, we see new design trends shaping digital marketing—from the use of color and imagery to typography trends, interactivity, and more. In our “ Trending in Email Design ” series, we look at the hottest digital design trends—and dive into how they translate into email marketing.