How customers influence website design without knowing it
Frustrated how your favorite websites keep changing their designs? Obviously you can’t be the only one complaining about this, right? There must be a reason for it, but why? Now it turns out you (yes, YOU!) might be the actual reason for these changes!
Even before the beginning of the Internet, marketers used eye tracking to find out what people were watching when viewing an advertisement. A well known example of this it the advertisements below, for Sunsilk. It shows that even the smallest details like the direction of the eyes influences the attention that is paid to the product itself.
Advertisment for Sunsilk. The overlay shows where viewers were watching, red being the most watched areas.
Nowadays, this type of data is of immense value to website designers. Basically, three types of data on visitor’s behavior can be distinguished. Generally, the more informative these are, the harder or more expensive they are to obtain:
- Simple visitor statistics (for instance: google.com/analytics).
- Click-tracking (for instance: crazyegg.com)
- Eye-tracking (for instance: tobii.com)
One way of using this visitor data is so-called A/B testing, where two different designs of the same website are uploaded, and visitors are assigned randomly to one of the two. Visitor data will then not only provide usable data on which of the versions sells the most products, for instance, but also how long visitors stayed at one page, which pages were the most popular, which links were clicked the most and how visitors find their way through the pages. Continue reading Heatmapping