heatmap eye tracking study
Here is an example of a heatmap study from a test series done. It shows the powerful effect of an image. In test no 2 the image is placed incorrectly and overwhelms the typical reading pattern, distracting the viewer's attention away from the important conversion information.

Heatmaps track the focus area of the viewer, the stronger the colour, the higher the percentage of viewers who focused on the area.

1. red = 90%
2. orange = 75%
3. yellow = 50%
4. green = 30-40%
5. blue = 10-20%

Eye Tracking Test : left and right image swop control test

In Test 1 viewers began with the image on the top left and then followed the normal reading pattern to the right. They read the title and text and went down to the testimonial and price. The viewer read the full marketing message making this the better conversion design.

In Test 2 viewers are drawn directly to the image on the mid-right side. After that they looked down to the testimonial. Viewers thereafter split in their decision as to what to do next. They either looked down to the price or over to the main title. Far less attention was paid to the sales message within this arrangement as the viewer's eyes skipped the text section assuming that this had already been "read' when the eye moved from the top left corner to the picture. It is hard to make the eye track back across this space, so that information was lost.

If you'd like to know more about how we use heatmap science to create sales for corporates, please