August 2022
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Planning Web Page Content

Once  visitors arrive on your website, you want to make sure that they find what they need and interact with your content in a predictable way. Referencing eye tracking research may help guide some of the decisions you make as you plan your website content and layout. Here are a few useful takeaways from eye tracking results:

Eye Tracking Pattern for home pages.

When viewing home pages, eyes initially tend to fixate in the upper left and finally move to the lower and upper right.

  • Put your most valuable content above the fold – this is the most viewed portion of the page
  • Put calls to action at the bottom of the page – people do scroll down and the bottom of the page is the second most viewed portion of the page. This is typically where you want to place your ‘call to action’.
  • People read big, bold headlines first – research indicates that big headlines are the first thing visitors see when they land on a page. Big text headlines, particularly the first two words in the headline is seen before any other page content including images.
  • Chunks of information are best – it is easier to scan and absorb smaller digestible portions of text.
  • You need a lot of white space – white space is useful as it facilitates eye movement throughout the rest of the space.
  • The left side of your page is important – eye tracking studies indicate that users spend most of their time on the left side of the page.
  • Get rid of banners – eye tracking studies indicate that people ignore banners. This behaviour has been referred to as “Banner Blindness”.
  • Pictures of people are good – a page that has a picture of a person’s face creates a positive¬†physiological reaction, encourages interaction and reduces page bounce rates.

Eye Tracking: measures where people look on a web page and for how long.

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