It’s the 21st century, and with these modern times comes an array of technology and tools that make us more effective advertisers. Chief among these is heat mapping—the process of tracking a customer’s eye movements when seeing a webpage for the first time. The eyes don’t lie: there’s a lot to be learned in regards to how a casual consumer relates to your landing page or site itself. Here are some important lessons.
People don’t read. On the ‘net, our time is valuable. People are very finicky consumers when it comes to the written word. Heat Mapping has shown that the average users spends almost no time reading the content of a piece—instead, they elect to scan the first few copy points or initial sentence. Having viable copy establishes professionalism; however, don’t count on it to bring in the majority of customers by itself.
Headlines Sell. Everyone loves a good headline. When analyzed, nearly every heat map has shown that people almost always read the headline first and thoroughly. What this represents: an opportunity. If you can make your pitch brief, cohesive, and compelling, you’re on your way towards a conversion.
We Love Faces. More than any other element, people are drawn to faces. Put a fellow’s (or ladies’) face up on the screen, and sure enough, a heat map will glow bright red around that image. Humanity is drawn to itself. Faces are interesting: attractive, ugly, unique-looking, every face tells a story. Count on images of people to draw attention and help tell your story.
Until next time,