Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speaker:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive.
Eye tracking usability informs you of where a visitor is focusing their attention on your site. With this information, you can improve your site layout and design to enhance visitors’ online experiences. People’s online objectives and interactions may be navigational, informational, or transactional. Effective search engine marketing relies on understanding these user objectives and ensuring relevancy to continuously evolving search engine algorithms and parameters. Eye tracking is based on the mind-eye hypothesis which holds that what a person is seeing and what that person is thinking is typically the same. It can help us determine:
Directly connected to eye tracking, neuromarketing is the integration of psychology and the user experience. Eye tracking and neuromarketing considerations can help define user behavior while increasing conversion rates and the overall effectiveness of your website when combined with SEO strategies. With regards to user behavior, people follow an “information scent” when online. It’s a term that describes how people evaluate their options online when they’re looking for information. When presented with a list of choices (search or navigation), users tend to select the option that gives them the most relevant suggestion (or strongest “scent”) that it will bring the information they seek closer to them.
You can improve eye tracking on your site by:
In conclusion:
Contributed by Sue Gordon, Milestone Internet Marketing, Inc.
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