Eye tracking originally involved observing where people looked when they were doing such things as reading text or shopping. While there are devices for tracking actual eye movements while people look at computer screens, marketing studies often rely on the activity of one's cursor as a proxy.
That raises some significant questions about research findings but when combined with clickthroughs, signups and purchases, one can understand a lot about good website, blog and email newsletter design.
The following 3 music marketing lessons are drawn from "7 Marketing Lessons from Eye-Tracking Studies" on the KISSmetrics blog, an excellent resource for such information.
They include one that caught me by surprise and is a reminder that research is sometimes most valuable when it challenges one's assumptions. However all research should be read with a critical eye and compared with what you and others are finding in actual practice.
3 Key Music Marketing Lessons Based On Eye Tracking Studies
People tend to browse web pages in an F-shaped pattern.
"Web users tend to browse sites based on their reading habits. For English speaking people (and languages with similar reading patterns), the left side of the screen is heavily favored, and all sites tend to be browsed in an F-pattern."
Keeping important content "above the fold" (fold = bottom of visible screen when first loaded) is not as important as previously assumed.
"Multiple tests...have shown that users have no problem scrolling down below the fold. Surprisingly, they will browse even further down if the length of the page is longer."
People spend less time scanning emails than web pages so keep newsletters "short and sweet."
"Once you’ve earned the right to appear in a prospect’s inbox, be sure to keep that privilege by crafting emails that are clear and get to the point quickly. You don’t have as much time to broadcast your message as you would in an online article."
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