TGTOnline
Friday, October 15, 2004
 
Tips on Online Creative from Net Conversions
Message
 
-----Original Message-----
From: Scott.Heimes
Sent: Wednesday, October 13, 2004 12:55 PM
To: Eric.Erickson; MaryPat.Ladner; Ruth.Balbach; Will.Setliff; Luis.Garrido; Mike.Brown; Tom Woldum
Subject: FW: maximizing your conversions

This is a fairly interesting point of view regarding design and placement of interactive marketing ad units, etc.
 
-----Original Message-----
From: Joel Chiprut [mailto:Joel@NetConversions.com]
Sent: Wednesday, October 13, 2004 10:45 AM
To: Scott.Heimes
Subject: maximizing your conversions

Scott,

I thought this might be of interest to you if you haven't read it yet.  It simply reinforces what we've known all along at NetConversions (especially the last 2 bullet points that I highlight). 

The Poynter Institute is very much involved in eye-tracking research and they recently came out with a study regarding how users view online content.

  • Smaller type encourages focused viewing behavior (that is, reading the words), while larger type promotes lighter scanning.
  • For headlines -- especially longer ones -- it would appear that the first couple of words need to be real attention-grabbers if you want to capture eyes.
  • We found that ads in the top and left portions of a homepage received the most eye fixations.
  • Text ads were viewed most intently, of all the types we tested.
  • We noticed that people often clicked on photos -- even though on our test pages that got them nowhere (and indeed, clicking on photos does nothing on many sites).

Here's the article.  I recommend it when you have free time, but take it with a grain of salt as it isn't a thorough study on eye movements:  http://www.poynterextra.org/eyetrack2004/main.htm

In any case, just wanted to touch base with you.

 
Warmly, 

Joel


Joel Chiprut
Atlas NetConversions
315 5th Avenue South Suite 500
Seattle, WA 98104
(206) 816-8259
Joel@NetConversions.com



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