It’s All about the Eyeballs - What Does this Mean for Your Bottom Line?
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You may be wondering if there is some way to quantify this loss. How do you put into dollars and cents terms what is lost from the fact that visitors are not looking at some part of your content? That may very much depend on the content itself.
Consider the E*Trade example again. Imagine that, instead of gibberish in those dead zones, the company tried to run a promotion in that area. Say, for example, that it had started a new service or came out with a new product, and it put the “Click here to sign up!” or “Click here for more information” ad in one of those dead zones. What conclusions would be drawn if it did not see the click-through results it expected?
Well, perhaps the public relations people would consider the possibility that people aren’t seeing the ad; then again, they might come to the conclusion that there is something wrong with the offer itself. They might try to create a different offer, and/or do more (potentially very expensive) market research. At the very least, they might try to redesign the ad – all without realizing the role that the ad’s location is playing in its low click-through rate.
And speaking of redesigning…what about website redesign? If you have spent a large amount of time and money redesigning your website, how do you know that it was well spent and not wasted? Doing an eye tracking study before the redesign can help you to determine what parts of your site need work, and make sure that your time and money pay off in visitor clicks.
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