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In this movie, we can follow where the viewer’s
eyes went on each page they visited. By
following the clicks and understanding the eye
movement patterns, we can see which content was
actually read, and which areas created
confusion.In this example, 80 B2C participants with
purchasing intent were asked to perform a search
and make reservations at the Bellagio Hotel in
Las Vegas. The video shows aggregate heat maps
sliced at half second increments for a total
duration of 5 seconds. |
To demonstrate eye tracking analysis, we put our
old Enquiro Research pages to the test, the
pages which existed before
www.enquiroresearch.com was developed. This
is what we found.
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Sample #1: Enquiro
homepage
- The “Enquiro Research” top navigation
drop down box got significant focus (80 to
100 %) and “our research” option got 23 % of
all clicks on the page.
- The “Latest Research” section (lower
right) got significant focus (80 to 100 %)
and the “Enquiro eye tracking report II”
whitepaper “more info” got 17 % of all
clicks on the page.
- 3 different contact us buttons or
hyperlinks received 24 % of clicks on the
page. Many of these “contact us” conversions
came from participants who returned to the
home page after visiting other pages on the
site.
- Clients are not finding a relevant path
on our website to an “eye tracking research
study” information section. They are
clicking on anything that looks like it
might focus on research.
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(click for larger view)
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Sample #2: the research page
- 20 visits to this page (likely from the
homepage).
- 100 % of participants anchored their
focus on the “eye tracking” bullet point and
most read the text., 80 % went on to read
about “Enquiro’s in-house research”.
- 80 % of participants focused on the
“Take the first step and call 1-800…)
conversion button and 30 % clicked on it. 40
% chose to click on the “contact us” top
navigation button.
- This page had limited information
relevant to their search for eye tracking
research services.
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(click for larger view)
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Sample #3: the whitepapers page
- 17 visits to this page (likely from the
homepage).
- 100 % of participants anchored their
focus on “Enquiro eye tracking report II”,
most went on to read the text and 71 % of
visitors clicked for more information.
- Participant interaction with the page
decreased as they scanned down the page.
- This page had little relevance to their
search for eye tracking research services
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(click for larger view)
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