Some landing pages can be described in one word: misleading. There is no central focus and your eyes jump undirected back and forth. Since the user isn’t guided they will lose interest after only a short period of time and will leave the page. This is not only unfortunate but also inefficient when thinking of the expenditures made for client acquisition. To avoid this you can test a landing page with eye tracking. This tool analyses eye movement and gives information on how the user moves on the website. As an alternative, to avoid high costs for such tests in the laboratory, you can also carry out a virtual eye tracking.
Virtual eye tracking software solutions simulate the results of a study conducted in the laboratory. It is true that not all software works equally well and delivers optimal results, but nowadays there are several very reliable tools.
Compared to a laboratory study, the results are available within a few seconds with an accuracy of over 90 percent for the very important first three seconds of a potential client’s visit. This makes the virtual eye tracking software a viable instrument for an objective website analysis. But the question of how this can be used together with the conversion optimization is not quite answered yet.
Using the specific example of the landing page from CosmosDirekt, we can illustrate the advantages of eye tracking.
The virtual eye tracking shows which parts of the insurer’s landing page move into the viewer’s focus during the first three seconds. This includes the name of the company, the headline, the information about the 24h service, the red eye catcher and the price.
You can clearly see:
- The viewer’s focus jumps back and forth.
- There is no real reading flow leading the user to the call-to-action element.
- The big reference to the 24h service receives too much attention, although it might not be very important for a conversion.
Based on these results ideas can be developed to optimise the page. For instance it would be possible to dismiss the right column to move the focus more towards the central section. Thereby the red eye catcher could be placed next to the call-to-action element, making the latter profit from the button’s high level of attention. It might also be helpful to go without the image, avoiding a break between the headline and the text.
Once again the focus is first placed on the logo, the user assigns immediately the landing page to CosmosDirekt. Then the focus moves straight down without any interruption, retrieving all the important information and passing also the Stiftung Warentest (a consumer group) element generating trust and confidence, finally it reaches the red eye catcher and the call-to-action element. This is a conceivable option of how the website could be improved.
Virtual eye tracking can be a useful tool to develop promising test ideas and for QUISMA this is part of the optimisation strategy. This is only the prelude, not a substitute for A/B or multivariate tests, as only they can tell which version is the more profitable one.