If you're looking for a great way to pinpoint conversion issues or test landing pages then consider Eye Tracking. Eye Tracking is sophisticated technology which monitors eye movements of visitors (in a test environment) and through software can plot heat maps showing areas on a page which received the most attention. Here are 5 reasons why you should incorporate Eye Tracking into your search marketing strategy.

  • Understand how customers interact with your site - What types of content do they find engaging? Are they missing any important calls to action?
  • Test New Design Ideas - Eye Tracking is an excellent way to do a live A/B comparison using different layouts and conversion triggers.
  • Test Premium/Affiliate Advertising - Help find the most important real estate on the page as well as discover how much attention visitors are giving to the ads
  • Discover which features on your site are not being used - This includes things like Navigation, Forms, Conversion Triggers, Links etc...
  • Enhance Site Experience - Help visitors find the content they are looking for and determine if they are confused by the navigation on your website.
Here's a sample of an Eye Tracking session from Enquiro:
June 23, 2007

Manoj has been in the Digital marketing industry for over 10 years with experience at some of Canada's largest companies: WestJet and Shaw Communications. Manoj first started in the search marketing industry with Enquiro Search Solutions, where he spearheaded web analytics, SEO Training and the development of cutting edge search marketing solutions for clients. Manoj is also an entrepreneur in the Mobile and Local Deals space.

Manoj is a Professional Speaker having participated at events such as Web Analytics Congress (Amsterdam), Emetrics, Web Analytics Xchange, WebTrends Engage, Internet Marketing Conference, Social Media Innovation Summit and Search Engine Strategies. He has also contributed to several leading online publications such as: Search Engine Land, Marketing Pilgrim, WebProNews, Search Engine Guide and the Web Analytics Assocation.

He founded and successfully sold Web Analytics World (a top 100 Digital Marketing Blog – http://adage.com/power150) and was voted #39th Most Influential Digital Marketer in North America – 2009 (see: www.Invesp.net)

Search Engine Guide > Manoj Jasra > 5 Reasons to Incorporate Eye Tracking into your SEM Strategy