Considering the F-pattern when placing content on a page

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It was eye tracking that helped to find out that a person's gaze, when looking for the necessary information, moves as if along the contour of the Latin "F". That is, at the top of the page horizontally, then again horizontally a little below the first viewing line and then down vertically.

Therefore, form the structure of your site taking this rule into account - then the user will definitely see all the most important things. Believe me, even the clients themselves will like cell phone database the offer made in accordance with the F-pattern.

Using Email Marketing

Yes, eye tracking is also extremely useful for email marketing. Nielsen Group specialists conducted special studies in this area and found out that people spend very little time looking at emails, often paying attention only to the heading (and the beginning of the letter).

It has been established that after opening a letter, a person studies its contents for about 51 seconds. Thus, it is good if the addressee gets to your offer in less than a minute. It is important to attract attention very quickly, that is, everything in the letter should be interesting (like in an article), but short, because the recipient will not delve into it for a long time.

When it comes to headlines, Marketing Sherpa's research shows that the simpler and clearer they are, the better. People are more likely to consider anything fancy as spam.

To summarize, we can say the following: write briefly, and place the call to action (link to the site, button, etc.) close to the title.

Direction of action hint

Throughout life, a person follows all sorts of signs one way or another. This is due to the social environment, where there are hints everywhere that help navigate the surrounding realities. Therefore, when you find yourself on the Internet (or even just seeing outdoor advertising), the user also involuntarily begins to look for something that will show him the direction of action. So tell me where to go and what to do.

A very strong guiding signal is the gaze. This means that, as a rule, if one person looks attentively somewhere, then another will instinctively direct his gaze in the same direction. Advertisers were quick to take advantage of this phenomenon, especially since eye tracking confirmed the correctness and effectiveness of the idea.

Tests have shown that if a model advertising a face cream looks directly at the product, it attracts viewers' attention much more.