Often times, marketers approach me to tell me they think something is wrong with their page but they aren’t sure how to convince their designer or management that their are any issues.
In this four-minute video, I share a simple technique and how to use attention mapping software like Feng-GUI.com to prove to your designer that they are costing you money.
Attention mapping software uses software algorithms to create heat maps based on how people would engage with your Web page or ad within the first five seconds of interaction. Of course these tools aren’t perfect as they can’t predict what is driving a person’s motivation but from a pure design perspective you can see if you are in the right direction or not.
Watch this video to see a specific example of a page – before and after – and notice the difference in heat maps and page effectiveness.
This is just a snippet of what I will cover on my MarketMotive webinar on January 18th, EyeTracking, Heat Maps and Visual Clarity, Oh My! You can register for free. As a bonus, I’ll be joined by the CEO of Feng-GUI, Rafael Mizrahi. He and I will take volunteer websites or landing pages, run a heat map analysis on them and provide feedback at the end of the webinar. Register now to get your page analyzed.
P.S. This video column was created for the celebration of the 10th year anniversary writing my column for ClickZ.
Just wondering how the tool is measuring/predicting the acivity on a page. I just uploaded a screenshot of a page and compared that with the real activity i've measured on that page with crazyegg. It's not even close to the real action
Dave,
These tools simulate the first 5 seconds of attention to a page your visitors see. Crazyegg aggregates all the mouse movements of all your visitors and represents it as a heatmap. They are two very different things and you should expect different results.
Right, forgot about that…where's my tobii eyetracker
No the question is, is there a strong correlation bewteen what people first see and where they click (or not) on ? I can imagen a picture or flashy color object can track the first impression but is not necessary an area that require action (thinking about a product picture for example)..
No but I have seen a strong correlation between minimized frustration levels if people can find what to click on right away and not have to go searching for it on a page.
Thxs bryan
Interesting video, thanks! I'm just wondering if you have any data on whether or not sales increased as a result of a change like this. I love the Feng-GUI tool and use it frequently, but I'd love a case study that shows improvements to a site's ROI.
LandsEnd.com is very good at tracking the ROI of their changes. I am sure they would not have kept the revised version if it didn't increase revenue.
Bryan,
This is definitely relatively unknown technique in CRO world. Actually, sometime in the past I had researched a lot on the science behind this predicting gazes on an image. This paper summarizes how it is actually done http://ieeexplore.ieee.org/xpl/freeabs_all.jsp?ar… (though it is technical in nature).
Basically, the gist of the technique is saliency. Any part of the image that is more salient from the background (difference in contrast, color, texture, etc.) tends to stand out and the algorithm detects all such areas.
Though when applied to web it has couple of deficiencies because on web people read in F-pattern and have some other intricacies such as ignoring pretty much everything in sidebar.
A much better alternative to predictive heatmap is a service such as GazeHawk which plots you a real heatmap.