Although it may seem as if we are permanently trapped inside a Big Brother situation, if we read eye-tracking tests (e.g. Poynter Institute?s ?EyeTrack III? 2004 Eye Tracking Study) we will note that on the Internet the eye sees very little of what we want to show it.
We need to understand how the user?s eye travels over our webpage. This will help us see where we need to place the elements which best describe our value-related proposal and the calls to action that we want the user to follow up on.
As we have already pointed out ? the eye cannot take everything in. These are some of the elements which are most often overlooked. The user either does not see, or does not want to see them:
- Texts where the first words of a sentence do not arouse any interest.
- Paragraphs with more than 5 lines of text?
- Paragraphs in excessively-wide columns.
- Entries too far removed from the headers (extreme changes in typefaces, spaces between lines?).
- Texts preceded by unattractive introductions. People always read the introduction.
- Texts larger than 11 points do not make it easy to concentrate on reading them.
- Content which requires the user to scroll to see them.
- Content in the right-hand column.
- Advertising too separate from the rest of the content.
- Advertising which flickers and contains no text. The eye tries not to see them.
- Links inside the text itself attract too much attention and hide the accompanying text.
- Browsing on the right- or left-hand side is more difficult than up-down browsing.
Persuadability needs eye-tracking if it is to take the best possible advantage of what the eye sees.