Increase Conversions: Automated Eye Tracking Tool (free to test) (3)
Increase Conversions: Automated Eye Tracking Tool (free to test)
Not sure how many of you know about Eye Tracking tests on landing pages but it's very important. This basically tells you where the attention of the user is put on your page when they land on it.
This practice has been around for a long time and if you're not familiar with it go look up some videos on eye tracking studies. It's crazy how people ACTUALLY interact with you page visually.
The problem has been to have this done is very expensive. $1,000's to have a single session with a few users. Also, takes quite a bit of time to have done. There's some services that do this and you're looking at a 1-2 week turn around.
What if you could this with an automated Algorithm?
That sure would be cool wouldn't it?
Well EyeQuant.com has done just that. They built an algorithm that analyzes you page like a consumer. They built it and tested it against real people and it works off of many different data points as far as on page elements.
Here's an example:
We own a UK Life Insurance offer. Called UKLifeInsure.com so I decided I wanted to find out how we were doing. The page is converting decent and is profitable for us. So I wanted to see how it came out in EyeQuant.com.
You can see the test results here. http://eye.ai/s/z434mOEoRMM
(make sure you set it to a new user, not the already engaged user setting)
That's great Jason but what does it mean and why does it matter to me?
Well with a lander typically we want people to be looking and seeing our headline, sub-headline, key selling points, then our action area.
You can see in our lander it does a decent job of getting the users eye to the headline of the page which is what we want. Then our goal is to get them to want to look at the CTA area. Which they don't do AT ALL. So this seems like very low hanging fruit. We're going to make some edits to improve this and I'll let you know how it helps increase conversion.
- Some ideas we're going to test is moving the hackersafe logo below our button. That would draw the eye there.
- Greying the hacksafe logo where it is and putting a colored arrow pointing to the top of the form.
- removing the text over the image in the transparent layer
- adding some bullet points above the form fields
There's obviously a lot of other things we can test. But excited to see how much we can improve it just by fixing the eyeQuant score.
To be continued....
You can check out http://www.eyeQuant.com and they offer 2 free reviews. I'm sure there's a way to hack that with signing up for many accounts with lots of emails
P.S. if you're running a lander and want to share would be cool to see what others find and improve using this tool.
P.P.S. I have no ownership in this company.... I sure wish I did!
Interesting share. I'd be interested in seeing your second run with the revised version. Good luck and don't forget to split test!
Great stuff!
Cupjava
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