Eye Trackers in Advertising
Posting ad banners and calls to action on your own website or social media is more than just designing the asset that you will use. Knowing where to place it, learning if your targeted audience will respond well to it, and making sure that your customer won’t ignore it are important bits of information that will affect your bottom line.
Let’s take a look at an example:
You were able to hire an outstanding designer who made an ad banner that can’t be improved by any means; in other words, it’s perfect. The banner fulfills everything; style, brand guidelines, sentiment, and everything in between. Now, after exposing your banner on your site, you notice that it has not received the attention or clicks that you wanted simply because it’s located in a section of your website or your homepage that your average customer does not look at for whatever reason.
Yes, you can continue to test locations and keep trying until one day, after months of trial and error, you find the best spot for the banner. However, by this moment, you probably already lost a lot of money in what could have been potential sales.
If you initially know where your targeted audience is focusing,and you have the data to back those claims, you can make that advertising campaign successful from the start.
The information that you can receive from doing research first with eye trackers to learn more about your potential customers’ behavior and approach can give you the upper hand to hit the ground running. This same information can help you determine if what you are putting out there is visually appealing enough to where people are drawn to it and react to what you are offering.
User Interface and Eye-Tracking
User interface, or UI, is an aspect of design used in many industries. Everything from interactive websites, social media, phone applications, video games, and more. These industries often use UI not only to provide information the user needs, but also to keep the user interested and focused.
Eye-tracking research can be done in order to put your product’s UI to the test. If you notice that there are certain sections more people focus on, then you can use those sections to plug the information you want to show the most.
Eye Trackers to Improve User Experience
Just like with UI, user experience (UX) is another facet of your product that you need to be aware of. If your potential customers don’t like to or can’t use your product due to a lack of intuitive processes or overly-complicated functionality, then you could experience a decrease in uses, clicks, or sales of your product.
The help from the data taken from research can allow you to define if your users are getting stuck in certain areas or are having a rough time defining what the next steps are for them to enjoy what you are offering them. These eye-tracking studies can help you define the hierarchy of importance seen from your customers’ eyes — if your product is easier to use, there’s a higher chance that you can rise above your competitors, especially if you are offering the same quality.