Here’s a great list of 23 actionable lessons from eye-tracking studies.
Do all the 23 lessons apply to your web site? The right answer is as usual to test it. Without investing in large focus groups and eye-tracking equipment you can get similar results using heat maps. A heat map tool measures where people click on your web page and presents the results in a colored map overlaid on your web site. It then very easy to see where most people click, and more often than not it’s not where you think they click.
Crazy Egg offers a heat map service for your web site. All you have to install is a small piece of JavaScript on the pages that you want measured. They have a free starter plan that you can use to check out their service.
Another alternative is ClickHeat. This requires that you install some PHP on your web site so the installation effort is slightly higher, but in return ClickHeat is completely free.
I know that clicks are Actions which are further down the AIDA path than Attention, so the comparison is not entirely accurate. But both tools are very useful in improving your web site design.
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