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iPad users focus on ads longer based on Tobii eye tracking research. A Tobii eye tracking research video summarizes eye tracking research.
Eye Tracking Research and the F-Scan
Enquiro (now Mediative) eye tracking research revealed website users’ eyes scan Google, Yahoo or Bing search engine result pages (SERPs) in an ‘F’-pattern. The above image is a SERP on which eye-tracking research is conducted. Red areas indicate where users’ eyes focus most, orange and yellow areas the next most. Eye tracking confirms a web visitor’s eyes focus first on a SERP’s upper left-hand corner: move to the right, down a bit, to the left, a little lower, over to the right, and drop off. Eye tracking heat maps show how readers search for keywords and phrases relevant to their Internet search. How closely one’s eye movements resemble the F-scan pattern depends on video, image and online content placement.
- - include an introduction paragraph at top
- - paragraph text should be 3-4 sentences
- - write clear and factual instructions
- - include text-rich, bulleted lists links
- - put important keywords near top left-hand corner of page
- - use images to guide readers’ eyes across written content
- - embed video (eg. YouTube) into written text
Analytics articles: Mobile Analytics · Tags: Bing, enquiro, eye tracking research, eye tracking study, Google, heat maps, iPad eye tracking research, iPad eye tracking user study, iPad Users Focus on Ads Longer: Eye Tracking Research, landing page design, Tablet eye tracking research, Tablet PC, Tobii, web analytics, web design, Yahoo!