Who doesn’t love a good eye-tracking study?
With the ability to take a lot of guesswork out of conversion rate optimization, eye-tracking software and heat maps can reveal some startling insights into increasing conversions (and avoiding sales killers) that can benefit every business.
Today we’re going to go over 7 important eye-tracking studies that give a sneak peek into common browsing patterns and elements of human behavior that all marketers need to know.
Let’s take a look!
1. Beware of “Dead Weight” with Visuals
You don’t have to be an expert in UX (user experience) to understand the importance of Fitts’s law.
While seemingly complicated at first glance, one of the fundamental lessons Fitts’s law communicates is that object “weight” (in the visual hierarchy) is a big determinant in what attracts eyes and mouse clicks.
Consider this recent case study from TechWyse that examined the homepage of a truck service with a heat map:
