Eye Tracking Proves The Power of Pre-Sale Prices You don’t have as much time to broadcast your message as you would in an online article. Lesson learned: Once you’ve earned the right to appear in a prospect’s inbox, be sure to keep that privilege by crafting emails that are clear and get to the point quickly. Truly a situation where the KISS principle applies! (Creative headlines can seem mysterious, and mystery in an inbox may equal spam.) This coincides with a study from MarketingSherpa that shows people prefer short, clear, and un-creative headlines for their emails. The message should be as compelling as that of an online article, but you don’t have as much time to capture attention as you might in an article. This means that you need to get to the point in your emails in under a minute. The average time allocated to a newsletter after opening it was only 51 seconds.
Users are extremely fast at both processing their inboxes and reading newsletters. 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.Īs you can see below, both direct video results (such as a hosted YouTube video) and embedded video results (videos embedded on a webpage) commanded more attention than a regular search listing, especially if they were near the top of the 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? Eye Tracking Shows The Effect of Video on 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. 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!
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