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7 Marketing Lessons from Eye-Tracking Studies #CRO - 0 views

blog.kissmetrics.com/eye-tracking-studies

Readability Web Web Design Usability

shared by Pedro Gonçalves on 09 Apr 14 - No Cached

Authorship photos might cause people to assume that the page is an article or a blog post rather than a product page.
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most pages can be optimized by including images that serve as visual cues for where visitors should look next.
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Relying on the screen above “the fold” to do all of the heavy lifting is one of the biggest usability mistakes you can make. The idea that it is the only place web users will browse is a complete myth.
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This coincides with additional research that shows people tend to view the left side of the screen overall far more than the right.
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According to this study from the Nielsen Group, all across articles, e-commerce sites, and search engine results, people almost always browse in an F-shaped pattern that heavily favors the left side of the screen.
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Multiple tests (including this one and this other one) have shown that users have no problem scrolling down below the fold. Surprisingly, they will browse even further down if the length of the page is longer.
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Users are extremely fast at both processing their inboxes and reading newsletters. The average time allocated to a newsletter after opening it was only 51 seconds. This means that you need to get to the point in your emails in under a minute.
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This coincides with a study from MarketingSherpa that shows people prefer short, clear, and un-creative headlines for their emails. (Creative headlines can seem mysterious, and mystery in an inbox may equal spam.)
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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. You don’t have as much time to broadcast your message as you would in an online article.
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