Heatmaps Track Where Gaze Lingers on Ads and Websites
August 29, 2014
The article on Business Insider titled 29 Eye-Tracking Heatmaps Reveal Where People Really Look provides some 25 images with heatmaps, or blobs of color ranging from red (where the eye stayed longest) to dark blue (where the eye didn’t bother to look closely.) It quickly becomes clear that the largest trend is to linger on faces, especially eyes, and to follow the eye of the face. For example, in an ad with Ashley Judd looking at a bottle of shampoo, the heatmap shows more attention paid to the shampoo when compared to an ad with Judd staring straight into the camera. The article states,
“They say the eyes tell all. Now thanks to eye-tracking technology we can tell what they’re saying. Tracking eye movements can give us fascinating insights into advertising and design and reveal a few things about human tendencies.”
This is certainly a worthwhile article to scan for those interested in the placement of Google Adwords. Knowing where people are looking on a web page will help you avoid the mistake of placing much worth in banner ads, for example, since they are practically invisible to the eye. Audience is important as well, with men and women having some divergent tendencies.
Chelsea Kerwin, August 29, 2014
Sponsored by ArnoldIT.com, developer of Augmentext
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Heatmaps Track Where Gaze Lingers on Ads and Websites : Stephen E. Arnold @ Beyond Search