Just Looking or Keen to Buy? Eyetracking has the Answer

A new study has used eyetracking to identify distinct differences in the viewing behaviour of individuals looking for background information versus those intending to purchase a product.

The eye tracking study, conducted by De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, indicates that buyers view more search results and are more brand-oriented than information searchers.

Half of the study participants were asked to run queries aimed at finding information about a range of products and services. The other half were asked to search for the same products, but with a clear intention to buy.

The findings and report recommendations are listed below:

Search behaviour conclusions:
- Consumers view a search result for 1.1 seconds.
- 98% view the organic search results
- 96% view the top (three) sponsored search results
- 31% view the sponsored search results on the right
- Buyers view more search results (10) and take more time to view the results (11.4 seconds)
- Buyers focus on familiar brand names
- Information searchers view fewer search results (8) and spend less time on a result (9.4 seconds)
- Buyers pay more attention to content than to brand names

Search Engine Marketing recommendations:
- Make sure your website has a high position in the search results. Your website will then be noticed and the contents of the search result will be regarded as relevant and topical.
- Try to gain a high position in the organic search results because these results are viewed longest and most often by consumers.
- Use the following elements: known, reliable brand and website names; descriptions of interesting website features; price indications; repeated keywords; reference to the variety of products on a website. These elements are reasons why consumers will click on a link.
- Do not use capital letters, blatant advertisement and exclamation marks because these are experienced as annoying.

Associated Link: Checkit Eyetracking Research Report

Rest your Wrists when you're Writing on the go
Source: UN, 25 July 2008
 
Computer Intelligence, Inc. has launched Intelligels(R), a line of wrist rests for laptop computers.

Brits more hooked on mobile tech than Yanks are
Source: RegisterHardware, 24 July 2008
 
According to the latest edition of Carphone Warehouse’s Mobile Life Report, 94 per cent of British youngsters own mobile phones, compared to just 80 per cent of those in the US.

Five ways to Improve online cross- and up-selling
Source: Webcredible, 23 July 2008
 
Increasing cross-selling and up-selling on your website will help sell more items and keep customers coming back.

Say goodbye to the Computer Mouse
Source: BBC, 22 July 2008
 
It's nearly 40 years old but one leading research company says the days of the computer mouse are numbered.

LowBrowse: a web browser for the Visually Impaired
Source: UN, 21 July 2008
 
An innovative new add-on software tool will enable millions of people worldwide with low vision to access previously inaccessible web pages.

Now you can See your Voicemail
Source: UN, 19 July 2008
 
Speech Design's new Visual Voice Mail 'pushes' voice messages directly to mobile handsets, eliminating push-button retrieval.

User-centred research into mobile law enforcement recognised
Source: UN, 18 July 2008
 
C-innovate, a user-centred consultancy based at the Sussex Innovation Centre at the University of Sussex, has won an award for its research into mobile technology and innovation in the public sector.

The Web speaks up
Source: UN, 17 July 2008
 
Textic Limited has just announced the commercial launch of Talklets, a Web 2.0 service that ‘voice enables’ text-based Web content.

All-in-One Devices ride again
Source: Wall St Journal: Market Watch, 16 July 2008
 
Evolutions of all-in-one devices and internet-TV functionality will fuel the nascent home theatre PC market, according to ABI Research.

How to Succeed as a First-Time UX Manager
Source: UXMatters, 15 July 2008
 
Being a manager of UX is no better — and no worse — than being a great designer or user researcher, but the roles are very different.