Just a quick post today to point out an excellent article by Mariana Macedo at Smashing Magazine that examines eye-tracking within mobile devices, an endeavor most nonprofit performing arts orgs won’t have the luxury of exploring.
As a result, resources like this are that much more valuable in that they allow groups insight into larger patterns that can translate to their own sites. There’s a good bit of basic information to understand how eye tracking works and how the data can be analyzed.
And if you are one of the fortunate groups that can explore eye tracking on mobile devices, there’s some good insights into how to go about the study.
Be sure to catch the part about Advertising In Context where the author examines the performance of paid/sponsored product placement alongside organic search results.
Subsequently, the participants of the study were asked to shop online for a pair of headphones. Here it was not specified what type of headphones that should be. Participants were directed to the webpage of Amazon where they saw different products from this category with different brands being displayed.
The analysis of Oculid’s eye-tracking data provided by the advertisement in context revealed that the specific headphone displayed in the video advertising received more visual attention than products from the competitor brands.