7 Marketing Lessons from Eye-Tracking Studies

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With the ability to take a lot of guesswork out of conversion rate optimization, eye-tracking software and heat maps can reveal some startling insights into increasing conversions (and avoiding sales killers) that can benefit every business. Here are 7 important eye-tracking studies that give a sneak peek into common browsing patterns and elements of human behavior that all marketers need to know. 1. Eye Tracking Shows We Must Avoid “Dead Weight” Visuals You don’t have to be an expert in UX (user experience) to understand the importance of Fitts’s law . While seemingly complicated at first glance, one of the fundamental lessons Fitts’s law communicates is that object “weight” (in the visual hierarchy) is a big determinant in what attracts eyes and mouse clicks. Consider this recent case study from TechWyse that examined the homepage of a truck service with a heat map: As you can see from the first test, the non-clickable “NO FEES” button was hogging a lot of attention, but it is not a call-to-action and its information isn’t the most important on the page. That’s no good. Also, it is right next to one of the most important CTAs on the page (the phone number) and it stands out so much that it actually is drawing people away from other more important elements. Take a look at the changes they made to alleviate this problem. Much better! The “Call Now” button clearly is getting a lot of attention over every other section on the page, which is great because it is how customers get started contacting the business! Lesson learned: When you are assembling a persuasive landing page, be sure the elements that “pop” are the ones that matter, and that you aren’t giving too much weight to visuals that don’t encourage customers to take action. 2. Eye Tracking Shows The Effect of Video on Search Results Most marketers have seen those SERP (search engine results page) heat maps that show the top 3 rankings hogging all of the action… But what role do visual elements play in holding visitor attention? In an interesting heat map study published on Moz , videos were shown to be particularly powerful in capturing eyeballs through eye tracking, even when they weren’t the #1 result. As you can see below, both direct video results (such as a hosted YouTube video) and embedded video results (videos embedded on a webpage) commanded …

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How to Use Data Visualization in Your Content to Increase Readers and Leads

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Have you heard of data visualization ? Even if you don’t know the term, you’ve probably seen some examples. Data visualization refers to graphical images that represent and explain data trends or other numerical information, such as charts, maps, scatter plots, or graphs. You can use data visualization in articles or on web pages to make numbers and data easily digestible to the reader. Especially when you are trying to distill down complex topics to convert more readers, data can add value and help you make your case. The Benefits of Data Visualization Visuals are a powerful addition to your articles and presentations. Our brains process images at a rapid pace, according to an MIT study . Including visuals in your article not only breaks up the text and gives your reader something else to look at, but also may help them process the information more quickly. Think about it: …

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How Google SERP Layouts Affect Searching Behavior

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Posted by Stephen_Job There are several studies (and lots of data) out there about how people use Google SERPs, what they ignore, and what they focus on. An example is Moz’s recent experiment testing whether SEOs should continue optimizing for featured snippets or not (especially now that Google has announced that if you have a featured snippet, you no longer appear elsewhere in the search results). Two things I have never seen tested are the actual user reactions to and behavior with SERPs. My team and I set out to test these ourselves, and this is where biometric technology comes into play. What is biometric technology and how can marketers use it? Biometric technology measures physical and behavioral characteristics. By combining the data from eye tracking devices, galvanic skin response monitors (which measure your sweat levels, allowing us to measure subconscious reactions), and facial recognition software, we can gain useful …

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How to Leverage Storytelling to Increase Your Conversions

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In the not so distant past, I embarked on a journey to grow NeilPatel.com to 100,000 blog readers . At the end of every month, I shared my traffic stats and the changes I’d made. That storytelling strategy went on to help my blog reach over 100,000 views a month — in only about eight months. As marketers, we use storytelling to help make our ideas stick. We create stories to help prospects understand our products, use company stories to build trust and transparency with consumers, and include stories in sales pitches to help persuade. Why does it work? Competition in native advertising and social media marketing is fierce. And, the rate at which great content is being produced and published on the web and across the media channels is expanding. Our readership is drowning. Most people scan web content, looking for something that stands out. If they don’t find …

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20 Secrets to Boost Your Facebook Organic Reach

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Facebook organic reach is down. Way down. In the past, posting a link on your Facebook or Instagram page could drive hundreds of clicks. Not any more. Social media referrals have stagnated around 5 percent of all traffic for years . The average Facebook post will reach just over 5 percent of your followers. The encouraging news is social media reach is still massive. There are more than 3.5 billion active social media users . But reaching that massive audience is harder than ever before. What’s the answer? That’s exactly what we’ll cover in this article. Let’s get started. What Exactly Is Organic Reach On Facebook Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have interacted with you. Paid reach is the people who see your content as …

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How Core Web Vitals Affect Google’s Algorithms

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While we spend a lot of time focusing on keyword optimization , mobile-experience, and backlinks, Google pays a lot of attention to the on-page experience. That’s why they’ve rolled out a new set of signals called Core Web Vitals. These signals will take into account a website’s page loading speed, responsiveness, and visual stability. In this guide, I’ll explain what Core Web Vitals are and help you figure out how it could impact your rankings. Core Web Vitals: What Are They and Why Should You Care? Is this simply another scare tactic by Google to make us revamp everything and get all nervous for a few months? I don’t think it is; I think this will become a serious ranking factor in the coming years — and for a good reason. The good news is you may not even have to do anything differently because you’re already providing a high-quality …

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A Straight-Forward Guide to Funnel Optimization

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You’ve created a funnel, but it’s not working. Now what? If you thought you could set it and forget it, you’ve got another thing coming. That’s where funnel optimization comes in. Maximizing your conversion funnels can only happen when you experiment with each element of customer interaction, dig deep into the analytics and then optimize the design. Fortunately, you don’t have to test everything at once, but where should you start? In this article I’ll walk you through funnel optimization, including: Where you should start The most important interaction points to test The essential elements at those interaction points to test Different tests you can run. Let’s get started. 1. Create Google Analytics Goals Your first step to building a well-built online conversion funnel is to set up a goal in Google Analytics . If you don’t have this setup, then stop right now and go set this up. The …

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15 Lucrative Ways to Use Facebook Carousel Ads

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Facebook carousel ads offer marketers and entrepreneurs a compelling way to introduce their products and services to customers. Since it can include different images or videos, it seems to be a distinct yet effective marketing strategy. Now, how can you leverage Facebook carousel ads for your own social media strategy? Let’s start with the basics of carousel ads. What is a Facebook Carousel Ad? The Facebook carousel ad format consists of up to ten images or videos. Each carousel card has a URL that users can click to view a specific product page or landing page. Here’s an example of a Facebook carousel ad for bee earrings : Viewers can swipe left or right to view the clickable cards on mobile, while desktop users click the left or right arrow buttons. We bet you’ve seen a bunch of these ads while scrolling down your feed. Benefits of Facebook Carousel Ads …

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Best Data Visualization Tools

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Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission. The right image convinces a conference room instantly. Sell that new client, get your boss’s approval, and rally the team behind you. Data visualization tools turn a whole mess of numbers into a crisp image that says it all. With the right product, you can take command of overwhelming amounts of data to tell a clear and compelling story, while leaving your audience with a visual that resonates long after your presentation concludes. In this post, I’ll give a complete overview of the best data visualization tools, and what to look for as you make your decision. The Top 5 Options for Data Visualization Tableau – Best for Enterprise Infogram – Best For Collaboration Plecto – Best for Sales Teams Datawrapper – Best DIY Visualization Tool Highcharts – Best …

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7 Key Strategies That You Must Learn From Apple’s Marketing

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Have you ever looked at a really successful brand or person – a celebrity, say, or a big company – and wondered, “How on earth do they do it?” Apple is one of those brands for me. Almost everything the company puts out succeeds. The company has enjoyed almost unparalleled revenue growth from 2004 to 2020 — $8 billion to $2,274 billion . That’s astounding. But Apple’s success isn’t just a matter of making a lot of money, or selling a lot of products. How many brands that have completely changed the game in their niches the way Apple has? Not only that, but Apple’s done it several times over, despite some strong criticism from the naysayers. The iPod, the iPhone, the iPad–all of these products pretty much revolutionized their respective market “space.” Their success is a direct result of their marketing strategies . Apple’s marketing mix creates raving fans …

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The Step-by-Step Guide to Improving Google Rankings Without Getting Penalized

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Top Google rankings are a pinnacle of online business success. According to Backlinko , the first result on Google gets 31.7 percent of all clicks — while results on the second page receive just .78 percent of clicks. I’ve talked to a lot of business owners and managers – newbies and veterans – who have gone crazy trying to unlock the secrets of how to improve Google ranking without getting penalized. I wish I could tell you there’s a magic button that ranks your site #1 without fail. The truth is, it takes resourcefulness, dedication, persistence, and creativity. This is especially true because of the constantly-changing nature of Google’s algorithm. While there’s no magic, there are steps you can take to soar to the top of a search engine results page (SERP). I learned this the hard way. But luckily, you don’t have to. I’m going back to basics with …

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