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. The B2B Test: The experiment used two versions of landing pages that had the same copy and were roughly similar in design.

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 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. 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.

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

Single Grain

And you do that by leveraging real-time customer data from UX testing. User experience (UX) testing can turn this data into revenue by allowing a brand to see how they can personalize their service for each customer, make the purchasing process more seamless, reward loyalty and improve customer service. Not only can UX testing reduce the costs of getting a new customer, it ensures that your relationship with your customers are more authentic. What Is UX Testing?

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6 Inbound Marketing Testing Methods You Should Be Utilizing

SmartBug Media

For optimum inbound marketing success, marketers should always be testing, analyzing, and adjusting their programs to achieve the optimum conversions. There are many methods you can employ to test various elements of your marketing campaigns and see which variations perform better, but here are the most used and most valuable. A/B Testing. By testing layout variations, you're able to cater to your audience's preferences. Content Testing. Multivariate Testing.

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

Hubspot

So to get you started on the path of continuous improvement, we've collected a list of helpful user testing tools and resources that will have you analyzing your website in an entirely new way. 10 Usability Testing & Research Tools. Loop11 is an easy-to-use tool that allows users to create a new usability test by entering a few simple details. User tests. The thing is, it is hard to test. I and a lot of beer will test this for you. ".

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

Convert

But it also has its place for helping us come up with more ideas to test our product designs, website structure, and landing pages. 6 Tested User Research Methods (And When to Use Each). Usability Testing. Eye-Tracking Studies. A/B Testing.

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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Neuromarketing: Using Neuroscience to Supercharge Results

Act-On

They vigorously tested strategies for appealing to their target audience , driving more sales and generating greater results. Marketers test responses with real people in real time using a variety of strategies, but here are a couple of popular methods. Marketing researchers us it to track the brain’s flow of blood as a person responds to a variety of visual and audio cues. An electroencephalogram (EEG) is a test that detects electrical activity in your brain.

Neuromarketing: Using Neuroscience to Supercharge Results

Act-On

They vigorously tested strategies for appealing to their target audience , driving more sales and generating greater results. Marketers test responses with real people in real time using a variety of strategies, but here are a couple of popular methods. Marketing researchers us it to track the brain’s flow of blood as a person responds to a variety of visual and audio cues. An electroencephalogram (EEG) is a test that detects electrical activity in your brain.

Variables in your Science Fair Project

AccuData

Variables are a vital element of an eye tracking experiment. To test your hypothesis, you need an experiment having a variable. So, it is best to keep all the other variables exactly the same (you handle them) so that you can see only the effect on the one particular variable (the independent variable) that you are attempting to test. As an example, if eye color is definitely the [link] variable, its attribute may be green, brown, or blue.

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. So the other way to do eye-tracking involved more equipment. Neuromarketing. Sounds fairly complicated, doesn’t it? .

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.

How to Motivate Customers Across the Entire Buyer’s Journey

Act-On

I felt eyes watching my every move. If you know your customers, you know when they are just testing the waters, when they want more information, and when they’re ready to make a decision. 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.

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.

Neuromarketing + Inbound Marketing = Optimized Conversions for B2B Marketers

Valasys

based Marketing professor Gerald Zaltman is associated with first experiments in neuromarketing, though the concept was popularized in 2004 with the “Pepsi Challenge” (a blind taste test of Coca Cola & Pepsi). 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.

Tips and Tools For Improving Your Website UX

SmartBug Media

If you don't already have a web analytics tool or ability to track your performance in your marketing automation/CMS, that is first on the list.). A key differentiator is that video recordings are indexed and organized to create a comprehensive database of how folks browse your site, giving you the ability to search your own database for specific pages, links, and resources to track activity. UX Improvement Tools: Usability Testing Platforms.

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. Thankfully, it’s easy to try out not only different content lengths, but also every other aspect of the page from layout and design to calls to action and fill-forms with A/B testing.

How Google SERP Layouts Affect Searching Behavior

Moz

An example is Moz’s recent experiment testing whether SEOs should continue optimizing for featured snippets or not (especially now that Google has announced that if you have a featured snippet, you no longer appear elsewhere in the search results). Two things I have never seen tested are the actual user reactions to and behavior with SERPs. My team and I set out to test these ourselves, and this is where biometric technology comes into play.

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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. In my years of testing cross-channel ads to billions of impressions at AOL, I quickly discovered that ads with people almost always depressed reader or viewer response.

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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. As with any of your B2B content marketing tactics, be sure to A/B test your CTAs to increase their effectiveness. 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.

How to Design the UX of a Website or App to Increase Conversions

Single Grain

Eye-tracking studies show that users follow F or Z patterns to scan the screen. This heatmap shows the F-shaped eye-tracking patterns on a webpage of an e-commerce website: Dive Deeper: How to Create Intent-Based Content to Improve Conversions. Incorporate plenty of white space in the design because that gives people the space to rest their eyes. 10) Test and Measure the Results. Dive Deeper: How to Run A/B Tests that Actually Increase Conversions.

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. Keeps your CTR high enough by testing various text ads so you do not lose any ground to competing advertisers. The tool lets you see the high-priority keywords that your site is missing and prepare ad copy that wins after repeated testing. Crazy Egg can track a whopping 1,111 visitors for every dollar spent on it.

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Email Marketing Best Practices: How to Send Emails Your Subscribers Will Love

Hubspot

Conduct a Five-Second Test. Eye-tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Just make sure you're using tracking tools to see which emails and landing pages performed the best so you can keep sending what's working. Conduct a Five-Second Test. But email marketing has stood the test of time regarding its influence on your users.

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. Finding the right visuals to do that will probably involve some carefully planned testing. Creating visuals for a landing page is kind of like dressing for a job interview.

Doing More with Less: Conversion Rate Optimization Technology

Fathom

Nielson illustrated their findings through a sample calculation of A/B testing a form on a website. Their sample calculation for this A/B test was: The conversion rate for the original form is 10%, and removing one question changes the conversion rate to 11%. Once you have that solidified, looking into CRO testing, implementation, and measurement technologies will help marketers improve upon their baseline conversion rate. Page Building & A/B Testing. Eye Tracking.

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.

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

Hubspot

In his announcement, Muller says that this change was made because it offers a less cluttered experience for users, especially on mobile, and that tests indicate the clickthrough rates are similar: But, from the research that''s already been published by Google, that may not be the case. In part of his post, he dives into some eye tracking research Google''s done about this all.

7 Simple Steps to Super-Size SEO for Financial Advisors

FMG Suite

Test all links and forms before posting. 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.

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Neuromarketing 101: How Neuroscience Affects Customers’ Buying Behaviors

Single Grain

It’s why I always stress honing in on your customers’ pain points when writing copy, and why marketers will test every different ad format under the sun to see what their audiences respond to. Researchers are able to track instinctual emotions like excitement, lust and anger based on the fluctuations in electrical waves. A/B testing. 5 Important Landing Page Elements You Should Be A/B Testing.

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

Fathom

Use eye tracking, heat mapping, and click tracking tools to help you measure and optimize interaction. Focus on qualitative data, using chat boxes, user testing, and even post-purchase surveys. 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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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. A recent test conducted by the MozCast Feature Graph detected a jump in answer boxes, specifically 42 percent day-over-day and up to 44 percent on September 30.

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Here's What Playing With a VR Headset Is Actually Like

Hubspot

To test this hypothesis, I passed around my Oculus Go to several members of my team. Take the example of Tobii Pro, a tech company that pairs VR with eye-tracking technology to help retailers learn where a shopper pays the most visual attention and plan store layout accordingly. Virtual reality (VR) is one of those technologies, it seems, that will be eternally "emerging.". Don't get me wrong -- it's certainly becoming more of a household topic.

Proven Tips to Improve Your Content Marketing Efforts

Launch Marketing

Do you have a process in place to test content performance? 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. In a recent blog post, we discussed how the B2B buying process is generationally shifting with consumers doing more research on their own before connecting with a company sales representative.

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. Conduct a 5-Second Test: Send a copy of the email to a friend or business associate. This is a guest post written at Dreamforce by Jamie Turner, founder of the 60 Second Marketer.

5 Predictions for Facebook's Big VR Event

Hubspot

Earlier this month, that app was unveiled for testing in Colombia. Workplace training, however, didn't come up quite as much -- but there have been other business use cases for VR, such as those from Tobii Pro , which pairs VR with eye-tracking technology to help retailers learn where a shopper pays the most visual attention and plan store layout accordingly. Tomorrow marks the beginning of the fifth annual Oculus Connect: Facebook's annual virtual reality (VR) conference.

9 Best Practices for Creating a High Converting Pricing Page (With Examples)

Hubspot

To test the effect of this on pricing pages, Conversionxl conducted a study and used task scenarios, eye-tracking and survey tools to gather feedback. An indicator that you're on the right track, is if a new user can understand your pricing page. Never stop testing. As with anything in optimization, you have to keep testing. Your pricing page is one of the most important parts of your website.

Hyperlocal Marketing: What You Need to Know

Ladder.io

According to a 2011 eye-tracking study from Jakob Nielsen, website visitors spend 80% of their time above the fold. You can use Google’s Structured Data Testing Tool to test your code. Are you looking for efficient ways to promote your business and services locally?

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