The document discusses a study that analyzed 500 home pages to measure marketing design characteristics like clarity, excitingness, and attention prediction. Clarity refers to how clear and clean a design is, excitingness refers to how motivating a design is, and attention prediction uses heat maps to show where users focus on a page. The study found that on average, home pages scored 74 out of 100 for clarity and 54 out of 100 for excitingness. Certain industries tended to score higher for clarity and excitingness. The document provides examples of high-scoring home pages and recommendations for marketers based on the findings.
2. Crayon and Eyequant recently analyzed 500 home pages to
measure marketing design characteristics, a few include:
3. The marketing design characteristics analyzed included: Clarity,
Excitingness and Attention Prediction.
• Clarity = Defined by how clean and clear a design is, rated on
a scale from 0-100 (The Clarity Score)
• Excitingness = Defined by how motivating and stimulating a
design is, rated on a scale from 0-100 (The Excitingness
Score)
• Attention Prediction = Articulated via heat maps, Attention
Prediction anticipates where users will focus on a web page.
4. A bit more about each…
• Clarity is directly correlated to user experience. The higher the
Clarity Score, the better the experience.
• Excitingness is directly correlated with engagement. The
higher the Excitingness Score, the more likely a user is to take
an action.
• Attention Prediction highlights where eyes focus. Your most
important content and CTAs should be placed in the highest
areas of focus.
51. Takeaway for Marketers:
• When designing your home page, ask yourself, “what about this page will
make someone take an action?”
• Test marketing design features to increase excitingness (if appropriate for
your brand)
• Use less characters. Be concise
• Increase whitespace within reason
• Use high resolution imagery to help tell your story
• Be mindful of where eyes tend to focus on web pages (by page type and by
device)
• Make your website interactive and offer value (try to offer something besides
the average free download/eBook/10% off)