Search Engine Guide Blog

5 Reasons to Incorporate Eye Tracking into your SEM Strategy

June 23, 2007 Comments

Manoj Jasra

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:

Manoj Jasra is currently a Sr. Analyst at Shaw Communications Inc. Prior to Shaw, Manoj was the Director of Technology and Sr. Strategist at Enquiro Search Solutions. He has been in the Search Marketing Industry since 2002, since then, his learning in marketing and business strategies as they relate to online has led him to become an expert in Search Marketing/Web Analytics, providing consultation and implementation strategies for clients. Manoj frequently writes in his blog about the latest in the Web Analytics and SEM Industry.

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Manoj Jasra has been in the search marketing industry since 2002 with Enquiro Search Solutions, where his technical background in programming and software made him a key member in the development of several proprietary industry tools.

Since then, his learning in marketing and business strategies as they relate to online has led him to become a resident expert on Search Marketing/Web Analytics.

Manoj also authors the blog, Web Analytics World, which features Manoj's insight on the Search Marketing and Web Analytics Industry.

Enquiro offers a complete solution for your business needs - everything from Organic SEM & SEO to managing your Sponsored SEM strategies (PPC). Enquiro also provides in-house research to help you build stronger Search Engine Marketing relationships through usability resolutions with your target market - leveraging technology to bridge the disconnect between intent and lead.

However, more than anything else, Enquiro knows the value of having a robust analytics solution to track and measure success.

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Search Engine Guide Blog

5 Reasons to Incorporate Eye Tracking into your SEM Strategy

Manoj Jasra

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