Content Marketing

How Your Eyes Move on a Website

For creatives, I’m sure there’s someone inside screaming at them to be different and avoid building a website that looks and acts like everyone else. From a marketing perspective, though, we’ve educated our visitors over a decade now as to what to expect on a website and how to navigate one effectively. As a user, there’s nothing quite as frustrating as trying to find the contact information, click back to the home page, or scan the page easily when it’s not designed according to modern norms.

In the infographic below, Singlegrain teamed up with Crazy Egg to present useful information on eye tracking that can help you improve user experience on your website.

Responsive design has added to this complexity – ensuring that designers properly size graphics for every viewport and provide interactions that are just a thumb press away! That requires some well thought out pages that are simple to scroll, find what you need, and read and retain it.

Your designer may be tempted to do something quite different… but don’t be surprised when that impacts bounce rates and conversions as visitors get frustrated and leave!

101-on-eye-tracking-how-your-eyes-move-on-a-website-infographic

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Douglas Karr

Douglas Karr is a fractional Chief Marketing Officer specializing in SaaS and AI companies, where he helps scale marketing operations, drive demand generation, and implement AI-powered strategies. He is the founder and publisher of Martech Zone, a leading publication in marketing technology, and a trusted advisor to startups and enterprises alike. With a track record spanning more than $5 billion in MarTech acquisitions and investments, Douglas has led go-to-market strategy, brand positioning, and digital transformation initiatives for companies ranging from early-stage startups to global tech leaders like Dell, GoDaddy, Salesforce, Oracle, and Adobe. A published author of Corporate Blogging for Dummies and contributor to The Better Business Book, Douglas is also a recognized speaker, curriculum developer, and Forbes contributor. A U.S. Navy veteran, he combines strategic leadership with hands-on execution to help organizations achieve measurable growth.

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