Eye Tracking in B2B Marketing: Are You Catching Your Customers’ Attention?

The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if you’re to the right of an image, you may have a better chance of being noticed than if you are to the left of it.

The Research in B2B:WhichTestWon.com  discusses this in one of its B2B marketing case studies. The B2B company Openet tested two webinar sign-up pages, with exactly the same content, with the only difference being the banner design at the top. In Option A, the banner depicted the webinar’s title slide in the upper left, with a “Register Now” button to the right; and in Option B, the banner depicted the webinar’s title slide in the upper right, with a “Register Now” button to the left.

Option A increased click-throughs by 12%. This is important because, as one judge said, “Many webinar landing pages I see place the response form in the top left or beneath the top banner — a logical choice but clearly not as effective.

 

The Moral: The Internet is everywhere today, which means Internet-related research is everywhere as well. So use this research; it can help you! But don’t stop there — it’s a great foundation for forming your hypotheses, but be sure and test them to see what works with your specific target audience.

Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns.

Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns. 

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