This document discusses eye tracking techniques that can be used to influence consumer behavior. It explains that eye tracking measures point of gaze and eye movements when exposed to a visual. Common eye tracking metrics are discussed like heat maps, fixation sequence, time to first fixation, and dwell time. Heat maps use color coding to show what areas of a page users look at. Fixation sequence and time to first fixation provide information on what grabs users' attention first. The document also discusses design patterns like the F-pattern and Z-pattern that influence how users view a page. Additionally, it mentions using directional cues in images and videos, which can draw users' eyes to certain areas due to intrinsic training.
2. 6,000-10,000ads
This is the no. of ads an average person is exposed to EVERYDAY,
how do you make sure that yours is is the one they click on?
3. EYETRACKING
Eye tracking is the process of measuring the point of
gaze and responding to the motion of our eyes. It is
the behavioural study of the eye and its many
movements when first exposed to a visual.
In a world of 1080*1920 pixel real estate the
strategic placement of information, CTA buttons &
visual can give any marketer a competitive edge.
4. COMMOMEYETRACKINGMETRICS
HEATMAPS
Heat Maps are visual maps that highlight
the sensitivity of the key content of the
visual using thermal grading
TTTF&DWELLTIME FIXATIONSEQUENCE
01 02 03
Time to First Fixation (TTFF) indicates the
amount of time that it takes a respondent
to look at a specific AOI (Area of Interest)
from stimulus onset whereas dwell time is
the time spent on that stimuli
Is based on both spatial and
temporal information – when and
where a participant looked in what
order.
5. HEATMAPS
Heat Map uses a color-coded system to display how visitors interact with, and behave on a
web page. Using heat maps to gain this vital information helps marketers decide which
page elements to focus and place strategically for the best response. iMotions software is
a software that allows drawing a heatmap for the first 500 milliseconds, which then
visualizes the non-conscious processing of attention.
● Mouse-movement heat maps to
indicate how a visitor moves their
mouse and hovers over various sections
of the page
● Click maps to track performance of
important buttons, like the CTA button
● Scroll maps to show how visitors scroll
down a web page
● And of course, eye tracking heat maps
to show exactly where visitors are
looking at on a web page
The color key : Red = most viewed and most fixated on - Yellow = some views - Green = fewer views & poor fixation
6. TTTF&DWELLTIME
Order of attention is a commonly used marker in eye tracking research, as
it reflects a person’s interest as well as salient elements in the display or
environment (i.e. elements that stand out in terms of brightness, hue,
saturation etc.). Last fixation is often found to be more predictive of
choice in financial decision tasks
FIXATIONSEQUENCE
TTFF (Time to First Fixation) is a very valuable metric in eye tracking, as it can
provide information about how certain aspects of a visual scene are
prioritized. Dwell time captures the time spent at each visual stage. A long
duration of looking at a certain region can indicate a high level of interest,
However, conclusions regarding the emotional reaction to the visual scene
cannot be made with eye tracking alone (other measures, such as facial
expression analysis, or EEG can help fill in the gaps).
8. 1.F-PATTERN& Z-PATTERN
The F-Pattern layout is commonly used on highly-dense
web pages in which people’s eyes move over website
copy and other visuals in the shape of an F, or even an E.
(Ideal for Facebook & LinkedIn)
● First, they scan the top of the page to read
important headlines
● Then, down the left side of the page, taking note
of numerals or bullet points
● Next, across the page again to read subheadlines
or bold text
The Z-Pattern is another frequently used design pattern, but
this one is primarily meant for pages with minimal copy. In
this case, the most important elements should be situated on
the page in the shape of a Z . (Ideal for mobile version of
apps Instagram)
● The top horizontal line should highlight the major
components viewers are supposed to notice first
● The diagonal line should include any critical
information leading up to your call-to-action
● Finally, the bottom horizontal line should feature the
CTA
9. 2.DIRECTIONALCUES
Intrinsically, we have been trained to follow eye
gaze. Hence, it is but natural to look in the direction
that an image points at. Therefore, a page should
include images that serve as a visual clue as to
where visitors should look next. In the reference
below the heat map helps indicate how your eye
may tend to move if you use directional cue sin a
digital ad.
3.VIDEOEFFECT
Search engines tend to display pages
that have videos on their websites. It can
be a direct video result, such as a
YouTube video, or a video result
embedded on a web page. Videos are a
powerful tool in increasing viewership
and generally appears in the top 3
listings of search results. Thus, visual
elements play an effective role in
holding viewer attention.
