Brands are constantly competing for attention. Attention is the new gold.
We spend a lot of time online where we are constantly bombarded by endless amounts of advertisements and information. In this world of consumerism, it’s easy to get overwhelmed. It has been necessary to quickly assess which information is most important.
Marketing professionals know they only have seconds to convert a potential client into a customer. Your landing page or advertisement will not be seen by many people. Users scan the pages and don’t read them. Your business’s success depends on your first impression. Don’t let that happen.
You really don’t want your customer to ignore that special sale, subscription option, or another call to action on your webpage. That is why you need to know where that gold-worthy attention goes when a user opens your landing page. Here’s where technology can come in handy.
Eye-Tracking in Web Design
It’s important to understand where the attention of your visitors is going first. What is the best way to find this information? The answer is eye-tracking.
To optimize website conversions, you can use eye-tracking technology. Technology can track eye movement to identify which pages are most interesting for users. This will show you where people are most interested, what elements they are distracted by, or which are not easily seen enough. It also shows where there are sales opportunities. If you are looking to be successful in today’s market, this information will prove invaluable.
It works in this way: A webcam, or pair of goggles that measures eye movement, is an eye tracker. The heatmap displays the most popular elements in your design and highlights which data was collected. This information can be very useful when trying to understand your audience, as browsing takes only a few seconds.
It would be a waste of time to work on your website and then find out that it is not generating the desired conversion rates. This technology allows you to make adjustments based on data and not intuition, which will ensure your company’s future success.
You may be convinced that this is the right time to conduct an eye-tracking survey. But there’s a catch. Eye-tracking or behavioral observation of high quality is expensive and time-consuming.
You must include at most 39 people in your study to be able to draw any conclusions from heatmaps. A single test can take anywhere from 20 to one hour. When you add preparation and analysis, the time can quickly go by. An eyetracker can cost anywhere from several thousand to $50 000. You can also hire an outside company to do this research, but that may add up to several hundred dollars per month. Thanks to technological advances, we can get the same insight about attention flow as a real eye-tracking study much faster and cheaper than buying or conducting an actual one.
AI-Powered Automatization of Eye-Tracking
Artificial Intelligence (AI), is a tool that can help you understand how users interact with your site. AI-based technology is already a part of many services that we use every day. Netflix offers personalized recommendations to its viewers thanks to its highly predictive algorithm. Eye tracking is used by medical researchers to diagnose diseases such as Alzheimer’s and Autism. These algorithms are improving every year and AI is becoming an indispensable tool for business.
Researchers have accumulated so many data over the years that it is now possible to predict human behavior.
What can AI do to help you understand the attention of your customers? AI’s main characteristic is its ability to mimic human intelligence, and continuously improve upon itself through data. Deep learning is used to predict eye tracker results. It can also be trained using data from previous eye tracking studies. Researchers have accumulated so many data over the years that it is possible to predict human behavior. The technology can predict which areas will be most popular. AI allows you to accelerate the UX research and gain insights into your design within seconds.
Is it too wonderful to be true? Several technologies are already on the market, including Attention Insight and EyeQuant. These deep learning-based predictive design tools were taught using data from prior eye-tracking experiments. They have so far been accurate between 84 and 90 percent.
Artificial intelligence solutions have become a major competitor to traditional eye-tracking research. Predictive eye-tracking software is constantly evolving and has recently begun to generate heatmaps for video. A percentage of attention is another useful tool that gives decision makers quantitative information. The user can specify the object they wish to test, and receive an accurate percentage of attention.
It has been a valuable resource because all digital products compete for users’ limited attention. It is no longer enough to trust your gut and intuition when making crucial decisions. However, designers have the option to choose in this market of attention.
Yes. Eye-tracking requires significant time investment and financial resources.
You can still make data-driven, user-centric decisions while your product remains in development. AI-powered eye-tracking software might offer a solution. Attention is the new currency. You must measure it.