What You Can Learn from Popular Eye Tracking Studies

Want to know how you should appear in search results, where to place your most important information when trying to improve your website for conversions, and how to draw attention to your products in advertising? Then you will want to check out these valuable lessons from popular eye tracking studies.

How You Need to Be Listed in Search Results

Popular Eye Tracking Studies

Photo Credit: Fabio Premoli on Flickr

SEOmoz, one of the leading SEO blogs, published an eye tracking study on Google searches for local pizza shops, how to make pizza, pizza making tools, and major pizza chains. Quick lessons to be learned from this study include the following.

• You want to be at the top of search results when the results will be primarily text based without local results.

• If the search is for local-based businesses, you want to be in the top five to ten places that come up in the local search results area.

• If the search is on a how to topic, you will want to have video that appears in the first page of search results as videos usually stand out more with their thumbnails.

• If you are a retailer, you will want to make sure your products are included in Google Shopping so that your product images appear in search results.

• If you are a large brand with local shops, you will dominate the top area of search results with additional links to pages beyond your homepage as well as local search results, both of which will get lots of attention from searchers.

Where to Place Your High Conversion Elements

Popular Eye Tracking Studies

Photo Credit: Michael Sauers on Flickr

In our recent post on how to improve your website for conversions, we mentioned that your conversion goals should be prominently displayed throughout your website. What you can learn from eye tracking case studies on websites is where to put high converting elements like your mailing list sign up form, buy now buttons, and any other thing that you want visitors to find on your website immediately when they arrive.

Let’s say that you want to improve conversions from your blog. Web Distortion listed 8 eye tracking studies from popular blogs to show where the hot spots were. Aside from the content itself, most eyes were drawn to the headers, particularly the right side of the headers where banner ads appeared or where the main navigation was located. Then they were drawn to right-hand sidebars.

How to Draw Attention to Your Products in Advertising

Popular Eye Tracking Studies

Photo Credit: Think Eye Tracking

If you’re using advertisements in print or online to get more visitors to your website, you’ll want to make sure that your product and it’s message is getting people’s attention. There are lots of subtle ways to make sure this happens. In this eye tracking case study by Think Eye Tracking, all it took was a simple change of having the model look toward the product instead of looking toward the camera.

Have you ever reviewed or conducted an eye tracking case study? What other valuable insights have you learend?

10 Things to Keep in Mind About Unmoderated Usability Testing


Traditionally, one of the big issues people have with usability testing is the large investment of time and money to conduct a proper study. Unmoderated (or remote) usability testing offers an alternative method that is cheaper and easier to run.

Jeff Sauro over at MeasuringUsability.com outlines 10 important things to know about remote usability testing in his most recent blog post.

Here’s a quick breakdown of his post:

It’s growing in popularity. In a survey of User Experience professionals, 23% of respondents (an increase of 28% from 2009) now use unmoderated testing.

Recruiting is much easier. Panel companies (like Cint!) make it simpler for companies to find qualified panelists.

A combination of survey and usability study. Tasks and traditional survey questions help to confirm or reject our hypotheses about our customers.

Much more metrics. Enough usability testing metrics are available now to make you the Nate Silver of your industry.

User video simulates the lab pretty well. You can observe panelists just like you would in a lab.

Setup of usability testing is much faster. In one comparative usability evaluation, the average setup time of unmoderated sessions took about half the time for moderated testing.

It’s more efficient than being in the lab. In the same usability evaluation above, the unmoderated testing team was able to collect data on 26x more users than the lab-based team.

Data collected is very comparable to lab data. MeasuringUsability.com found that overall ease, task completion and task-level difficulty was similar to testing in the lab. It will never be exactly the same as face-to-face testing. But it gets pretty close.

Task completion can (and needs to) be verified. You can validate whether a user has completed a task by a) Asking them a question that can only be answered if the task was completed or b) Set up a trackable URL that shows the user completed the task.

More users = more statistical precision. Since it’s easier and faster to test more users, this larger sample size can help you detect smaller differences and get you more statistically significant results.

(You can read the entire article here.)

Anything to add? Comment below!

How to Improve User Experience with Your Shopping Cart and Increase Sales

Once you have learned how to improve your website for conversions, your next job is to ensure that all of the people who make it to your shopping cart actually complete their purchase. Your online shopping cart can make or break the deal – here’s how to improve user experience so yours seals the deal as many times as possible.

Set up analytics to find problems early on.

It’s never too early to set up analytics to find user experience problems early on, especially when it comes to shopping carts. Once you have set up Google Analytics, you can create goals using a sales funnel. This will track visitors throughout their shopping cart experience and produce the following report.


Now you can quickly see where people exit the shopping cart the most. This is a key piece of information when you are looking to find problems with user experience. In the above case, people are exiting after adding a product to the cart which suggests that this screen has some kind of user experience issue.

Avoid common user experience faux pas.

Think about your own experiences with shopping carts – the things that have frustrated you the most when making an online purchase. You will want to make sure your shopping cart does not drive your customers away because it does the following.

  • • Makes people go through a complex registration process or forcing them to login. There’s nothing worse than wanting to make a quick purchase, not remembering whether you have an account, then filling out a new registration just to find that you already do have an account that needs to be completely updated. Allow for guest checkout instead to let first time customers buy without any hassles or repeat customers buy without having to remember details. Include an option to register for faster convenience for those how are interested.
  • • Logs out of sessions too quickly and doesn’t remember where the user was during the process when logging back in. While security is important, if someone gets logged out and has to start all over with their purchase, they may get frustrated and give up.
  • • Does not allow customers to confirm items in the shopping cart or change quantities throughout the purchase.
  • • Signs customers up for a mailing list without their permission. While this may not affect the first purchase, it could affect the customer’s likelihood to return for future purchases.

Test your shopping cart on multiple platforms.

Maybe the issue with your shopping cart only happens on a particular browser or platform such as a mobile device. Be sure to test your shopping cart from start to finish from a variety of platforms including PC desktops plus all associated browsers (Internet Explorer, Firefox, Chrome, and Safari), Mac desktops plus all associated browsers, a tablet (such as the iPad), and smartphones including the Android and iPhone.

Run usability tests on your shopping cart.

If you can’t find usability issues on your own, try running usability tests on your shopping cart with a test audience. Sometimes it takes someone not as familiar with your shopping cart to find the problems.

Boost the customer’s confidence in your brand throughout the process.

Sometimes it’s not a functionality issue that hurts your shopping cart’s user experience, but rather a confidence issue. Customers need to be reassured throughout the online shopping process that they are going to receive exactly what they want where they want it.


Help assure your customer by including the following throughout the shopping cart.

  • • Proof that your site is secure and trustworthy. This can include displaying badges to indicate a money back guarantee, an easy return process, a strong rating with the Better Business Burea, and a high customer satisfaction rating with sites like Bizrate.
  • • A phone number or live chat that people can use during the checkout process.
  • • A quick summary of the items ordered so they do not have to back out of the checkout process to confirm their selections.
  • • A reminder that they can review their order once more before their credit card is charged.
  • • An order confirmation screen that includes items to be ordered, shipping and billing addresses chosen, and the last four digts of their credit card or payment method.

What are some other things you would suggest on how to improve user experience with a shopping cart? Please share in the comments!

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