Eye-tracking is a new type of research into how people view a design. This can involve a magazine or poster, but it is primarily used to improve the functionality of websites, applications, or other digital resources.
A tracking device converts eye movements and fixations into a schema from which a great deal of information can be extracted. These schemas show, among other things, where a website visitor looks first, the direction of gaze, which elements attract attention, and which sections are almost completely ignored.
Does your message stick?
A number of important patterns have been discovered in the viewing behavior of website visitors. These patterns are useful to keep in mind when designing a new website. By taking into account what people do or do not like to look at when placing content on your website, you significantly increase the chances that your message will stick. Below are three tips to reinforce the message on your website using eye-tracking patterns.
1. Work in an F shape
A not very surprising pattern discovered through eye-tracking is the recurring F-shape in which people look. In our culture, we are accustomed to starting to read at the top left, and this is therefore the first place we look on a website. A good spot, then, for your logo, for example. From here, the viewing direction usually shifts to the right, and then often a second time from left to right. During a short visit, the rest of the website is often only “scanned” from top to bottom. A slogan at the top or a horizontal menu bar are elements that can contribute significantly to the F-shape.
2. Influence the viewing direction
Eye-tracking studies have shown that faces attract a huge amount of attention. Not only do we often look at faces much longer than at the rest of the website, but we also have a natural tendency to follow the gaze of the person depicted. It is therefore a clever trick to draw extra attention to a specific element on your website.
3. Ad blindness
An interesting finding from eye-tracking studies is that people have become 'ad-blind' over time. Eye-catching banners and moving images are still seen regularly. However, a large portion of website visitors have developed a blind spot for advertisements and unconsciously ignore anything resembling them. Ensure that your message, name, or slogan does not look too much like an advertisement due to flashy effects or small, busy images. It is better to keep it calm and clear.
