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The Fitt’s law states that an element’s ‘weight’ in the visual hierarchy determines the attention it gets. Don’t make visitors dwell on the “dead weight” The variations had one of the cues each from the following:Ħ. They created variations of a lead gen page featuring different visual cues. Make your subject look or point in the direction of your call-to-action (or important information you’re trying to convey) and test it to see how it impacts your conversion rate.ĬonversionXL conducted a research on which visual cues drive the most attention. Notice in the image given below how the arrow brings attention to the search bar immediately, making the purpose of the page very clear for prospects: As the call-to-action is your most important page element, you must point your prospects towards it.
Human eyes tend to follow the direction they’re pointed in. in a strategic position to increase visibility and optimize the website’s conversion rate.
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You should put information, such as free shipping, contact number, search bar, money-back guarantee, et al. As hypothesized, the testimonials influenced prospects’ thought sequence besides enhancing their user experience, helping them increase their sales as anticipated.į-shaped pattern also suggests that a website’s header gets a lot of attention. They shifted important testimonials from the right side of the page to the left side so that they’re prominently visible before the call-to-action. Underwater Audio, one of the leading eCommerce companies, used the F-shape pattern to their advantage and increased their sales by 35.6%. So, this makes one thing clear - try and keep all your important content on the left side of the page. F-shaped reading pattern authenticates the same.Īs a visitor lands on a page, they automatically pay attention to the elements placed on the left side of the page than the right ones and that follows even when they move further down. It’s a human tendency to begin reading from the left side of the page and move towards the right.
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See Google search results below from an eye-tracking study:Įncircled image shows consumers engaging with the full price of items that were stacked with promotional items. The reason being, people are more drawn towards visuals as they enrich their experience. Our brains are far more engaged by storytelling, especially when they’re accompanied by images and videos than heavy text placed all over the page.
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Rule out the guessing game and use actual data. Develop a hypothesis and run an A/B test. If, after looking at your audience’s eye movements, you think that placing your call-to-action on the left side of the page is not getting you the number of clicks as anticipated, change its position. They’ve concluded that it typically depends upon your visitor’s motivation. You just need to give them the right design cues to prompt their curiosity and move beyond the first page fold.įor instance, many marketers argue that placing your call-to-action(s) above the fold is always a better option as the chances of your visitors easily identifying and clicking on them are comparatively high. ‘Fold’ isn’t always as important as you think Having said that, below mentioned are ten smart ways to use eye tracking to enhance your site’s design and improve conversions.
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