Eye-Tracking in Website Optimization: A Neuromarketing Approach

Ever wonder why some websites just work better than others? Well, eye-tracking tech can show you how people look at websites. This helps businesses tweak their layouts, where they put content, and their call-to-action buttons to get folks more involved. For a digital marketing shop like TranscendNova, using what you learn from eye-tracking can boost your website's user experience, how well your pay-per-click ads do, and how many visitors turn into customers.

Let's check out how eye-tracking does its thing, some key things it tells us about making websites better, and how it's being used in the real world of digital marketing.

1. What's Eye-Tracking About, and How Does It Work?

What it is: Eye tracking looks at where people look on a webpage and for how long.

How it works:

• It uses special computer-generated heatmaps to track where people look and when.

• Spots where people look the most show what's grabbing their attention.

• Those quick eye movements (saccades) show how people move around the page.

For example, studies have found that people usually scan a webpage in an F or Z shape , focusing on the top-left first.

2. What Eye Tracking Tells Us About Making Websites Better

Where to Put Call-To-Action Buttons to Get More Clicks

• Stick your call-to-action buttons where people will see them right away when the page loads.

• Use colors that pop (like, say, red or orange on a white background) to get people's eyes on them.

Headlines and Where to Put Stuff

• Most people (like 80%) only read the headlines, so make them count, make them big, and make them interesting.

• Short and sweet paragraphs and bullet points make things easier to read.

For example, Amazon puts its Buy Now button where eye-tracking shows people are looking the most, which makes sense.

3. Eye-Tracking for Pay-Per-Click and Social Media Ads

Making Facebook and Google Ads Better

• People tend to look at faces, so use them in your ads and make sure they're looking at the camera.

• Call-to-action buttons on the right side of an ad tend to do better than ones in the middle.

YouTube Thumbnails and Getting People to Watch

• Thumbnails where someone's making eye contact get more clicks.

• Bright pictures with good contrast grab attention faster.

For example, Netflix uses computer-generated eye-tracking info to make thumbnails that get people to watch more.

4. How Brands Are Using Eye-Tracking to Get More Customers: Some Stories

• Google uses eye-tracking to tweak how search results look.

• Spotify looks at how people scan the app to make it easier to use.

• Nike makes landing pages that work great based on what eye-tracking shows.

Wrapping Up

For a digital marketing company like TranscendNova, what you can learn from eye-tracking is a big help in website design, ad placement, and making websites user-friendly. By looking at heatmap data and where people are looking, they can get more people involved and turn more visitors into customers.