Only when you look at an eye tracking chart do you really get the feeling of how to MAXIMIZE the content on your web site. If you’re not using eye tracking you could be writing all day long and throwing up all sorts of graphics and really not know what your audience is reading.
Of course my looking at your email and web server traffic you get an idea.
If you’re a retailer or in some other business, where what you write is CRITICAL to your business. If you want to BOOST sales online or in print, I’d highly suggest you do an eye tracking analysis of your content.
Online Journalism Review posted an extensive review of an eye tracking study.
Tara Pernice Coyne, the Nielsen/Norman Group’s director of research, conducted an eyetracking test with 255 people in New York City. She stresses that crucial to understanding the testing results is an awareness of the user’s motivation or goal behind each task. Some of the testing scenarios included asking the user to “read the news” or “read/learn”, making a number these results particularly helpful to journalists. She said eyetracking is valuable in these cases because it indicates not only where our users look, but where key usability problems exist.
“[With eyetracking] we can see that a user may navigate the page of an interface that houses the info she wants,” she said, “but if the text is poorly presented, or the navigation is cluttered, or there are too many superfluous images so she cannot easily find what she needs. This is a lost opportunity.”
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