{"id":28683,"date":"2022-01-09T05:51:36","date_gmt":"2022-01-09T09:51:36","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=28683"},"modified":"2022-12-20T05:43:40","modified_gmt":"2022-12-20T09:43:40","slug":"eye-tracking-online","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/01\/eye-tracking-online\/","title":{"rendered":"Eye tracking online shows where people look"},"content":{"rendered":"<h2>Change how your reader sees your page with 6 eye gaze patterns<\/h2>\n<p>Here\u2019s a paradox: 1) Reading is the No. 1 thing people do on websites. 2) People try to read as little as possible on most of the sites they visit.<\/p>\n<figure id=\"attachment_28684\" aria-describedby=\"caption-attachment-28684\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28684\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/eye-tracking-online\/eye-tracking-online\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"eye-tracking-online\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Readers skim the surface of your page&lt;\/strong&gt; But you can get them to read deeper with a few smart moves.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png\" alt=\"Eye tracking online\" title=\"Eye tracking online\" width=\"450\" height=\"300\" class=\"size-full wp-image-28684 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28684\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/eye-tracking-online\/eye-tracking-online\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"eye-tracking-online\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Readers skim the surface of your page&lt;\/strong&gt; But you can get them to read deeper with a few smart moves.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png\" alt=\"Eye tracking online\" title=\"Eye tracking online\" width=\"450\" height=\"300\" class=\"size-full wp-image-28684\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/eye-tracking-online-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-28684\" class=\"wp-caption-text\"><strong>Readers skim the surface of your page<\/strong> But you can get them to read deeper with a few smart moves. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/eye-monitoring-virtual-reality-700122865\" target=\"_blank\" rel=\"noopener\"><em>Image by MaximP<\/em><\/a><\/figcaption><\/figure>\n<p>Instead of reading, they skim the surface of your page, trying to find what they\u2019re looking for. Or so say eye trackers Kara Pernice, Kathryn Whitenton and Jakob Nielsen, the authors of <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" target=\"_blank\" rel=\"noopener\"><em>How People Read on the Web<\/em><\/a>.<\/p>\n<p>They should know. The authors conducted online eye-tracking research on more than 300 people using hundreds of different websites to view 1.5 million eye movements. These webcam-based eye-tracking studies show how users experience screen-based information in real time.<\/p>\n<p>This data collection showed that web visitors skim in one of five key gaze patterns. On mobile devices, another set of researchers found, they skim in a sixth pattern.<\/p>\n<p>So how do these eye-tracking tests show that your readers are looking at your webpage? In one or more of these ways:<\/p>\n<h3>1. F-shaped eye-gazing pattern<\/h3>\n<p><strong>What happens?<\/strong> Visitors rely on visual signposts, like subheads, to guide their skimming. No signposts? No guidance.<\/p>\n<p><strong>Why?<\/strong> Without signposts, visitors skim in a path that forms the letter F. That is, they read most of the way across the first few lines, then read less and less of each subsequent line.<\/p>\n<p><strong>How to help?<\/strong> Add magnetic elements to help guide visitors\u2019 eyes. Those include <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/\">headlines<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/double-deck-headline\/\">decks<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-subheading\/\">subheads<\/a>, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/link-writing\/\">links<\/a> bold-faced lead-ins, <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-bulleted-list\/\">bulleted lists<\/a> and <a href=\"https:\/\/revvingupreadership.com\/writing\/how-to-create-micro-content\/bold-face-type\/\" rel=\"noopener\" target=\"_blank\">highlighted key words<\/a>.<\/p>\n<h3>2. Spotted eye-gazing pattern<\/h3>\n<p><strong>What happens?<\/strong> Visitors rely on visual signposts, like subheads, to guide their skimming. No signposts? No guidance.<\/p>\n<p><strong>Why?<\/strong> If you haven\u2019t provided elements that help web visitors find their way, those visitors try to spot keywords that might answer the question they\u2019ve brought to your webpage. They look, specifically, at all caps, numerals, long words, colored text, links, and quotation marks and parentheses.<\/p>\n<p>How to help? Add magnetic elements \u2014 headlines, decks, subheads, links, bulleted lists, bold-faced lead-ins or highlighted key words \u2014 to help guide visitors\u2019 eyes. Those elements will help visitors find what they\u2019re looking for \u2014 and avoid letting their spotted-gazing defense mechanism set in.<\/p>\n<h3>3. Layer cake eye-gazing pattern<\/h3>\n<p><strong>What happens?<\/strong> It\u2019s a piece of cake to skim a webpage that layers on white space, subheads and blocks of text.<\/p>\n<p><strong>Why?<\/strong> Readers go for the frosting, making their way down the page by skimming subheads. If the section is relevant, they\u2019ll read; if not, they skip.<\/p>\n<p><strong>How to help?<\/strong> To encourage this efficient skimming pattern, organize pages into sections, then label those sections with clear subheads. And use formatting to make subheads stand out.<\/p>\n<h3>4. Bypassing eye-gazing pattern<\/h3>\n<p><strong>What happens?<\/strong> Sometimes \u2014 not typically \u2014 visitors skip the first part of the text on the left of the webpage.<\/p>\n<p><strong>Why?<\/strong> Visitors skip repetitive information (like repeated words in a list), sections that might be blah-blah text (like welcome text on websites) or words that look less important than the other words on your page (sections that are formatted differently, for instance).<\/p>\n<p><strong>How to help?<\/strong> Don\u2019t repeat words in a list. Write an intro that says something. And use consistent formatting to avoid signaling that some sections are less important.<\/p>\n<h3>5. Mobile eye-gazing pattern<\/h3>\n<p><strong>What happens?<\/strong> Mobile visitors look at search engine results pages the same way they look at a TV: They focus on the center screen.<\/p>\n<p><strong>Why?<\/strong> They spend 86% of their time on the center, top two-thirds of the screen.<\/p>\n<p><strong>How to help?<\/strong> Meet them in the middle: Design mobile webpages to put the most important material front and center.<\/p>\n<h3>6. Commitment eye-gazing pattern<\/h3>\n<p><strong>What happens?<\/strong> Sometimes \u2014 \u201cin far less-common cases\u201d \u2014 visitors read some or all of your webpage.<\/p>\n<p><strong>Why?<\/strong> Visitors commit to pages that are:<\/p>\n<ul>\n<li><strong>Interesting to them<\/strong>, provide a benefit or make them feel good about reading<\/li>\n<li><strong>Skimmable<\/strong> and that make it easy for them to find what they\u2019re looking for<\/li>\n<li><strong>Credible and thorough<\/strong><\/li>\n<\/ul>\n<p><strong>How to help?<\/strong> Write about a topic readers are interested in; focus on reader benefits and entertainment; design the page to be easy to skim.<\/p>\n<h3>Mix and match.<\/h3>\n<p>Visitors might use several \u2014 even all \u2014 of these patterns on a single page. They might, for instance, start by skimming the subheads in a layer-cake pattern, get interested in one section and read that in a commitment pattern.<\/p>\n<p>Understanding these patterns can help you create webpages that help people find what they\u2019re looking for. But some of these ways are better than others. (You don\u2019t want to get an F on your webpage, after all.)<\/p>\n<p>The good news is, you can change visitors\u2019 eyetracking patterns by improving the writing and layout of your webpage.<\/p>\n<h3>3 ways to change readers\u2019 paths through your page<\/h3>\n<p>To help visitors get more from your webpage, Pernice et al. suggest that you tweak:<\/p>\n<p><strong>1. Page layout.<\/strong> A simple, consistent, chunked-up layout makes your webpage easier to scan, which increases scanning. Make sure your webpage is:<\/p>\n<ul>\n<li><strong>Easy to scan<\/strong>. Use headings and spacing to break up the text. List lists. Divide the content into obvious chunks, then label the chunks with subheads and sub-subheads.<\/li>\n<li><strong>Predictably designed<\/strong>. Use page templates and cascading style sheets to ensure consistent subhead, link and table treatments and other design elements throughout the site.<\/li>\n<\/ul>\n<p><strong>2. Writing<\/strong>. Make sure your message is:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/blog-writing-tips\/how-to-engage-your-audience-on-social-media\/\"><strong>Relevant<\/strong><\/a>, compelling and thorough<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/blog-writing-tips\/creative-content-marketing\/\"><strong>Enticing<\/strong><\/a>, with fascinating facts and stories<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/blog-writing-tips\/blog-readability\/\"><strong>Readable<\/strong><\/a>, with short paragraphs, sentences and words<\/li>\n<li><strong>Accessible<\/strong> \u2014 not too technical<\/li>\n<li><strong>Conversational<\/strong> \u2014 sounds the way you speak<\/li>\n<li><strong>Authoritative<\/strong> and trustworthy<\/li>\n<\/ul>\n<p><strong>3. User motivation<\/strong>. User motivators include interest, desire, need \u2014 even a threat. Ask:<\/p>\n<ul>\n<li><strong>Do readers want or need<\/strong> to read your page?<\/li>\n<li><strong>Will there be a quiz?<\/strong> Or is there some other reason they must read now?<\/li>\n<li><strong>Does your page offer a reader benefit?<\/strong><\/li>\n<li><strong>Is your page simply so enjoyable<\/strong> that readers can\u2019t stop scanning?<\/li>\n<\/ul>\n<p><strong>And, how credible is your site?<\/strong> If your site is highly credible \u2014 if a friend strongly recommended it, if it showed up at the top of a search engine results page or if the visitor has had a great experience on other pages on your site \u2014 that can motivate stronger scanning, as well.<\/p>\n<p>___<\/p>\n<p>Sources: Kara Pernice, Kathryn Whitenton, and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/how-people-read-web-eyetracking-evidence\/\" target=\"_blank\" rel=\"noopener\"><em>How People Read on the Web: The Eyetracking Evidence<\/em><\/a>; Nielsen Norman Group; Sept. 10, 2013<\/p>\n<div id='MC-GC-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-69\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you boost content marketing analytics?<\/h3>\r\n<p>How do you triple readership for your blog post? 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Get fill-in-the-blanks templates for building popular content-marketing pieces. Find out how long content-marketing pieces, mobile headlines, paragraphs, sentences and words should be. Discover how to get the word out even to nonreaders.<\/p>\r\n\t\r\n<p>You\u2019ll leave with scientific, proven-in-the-lab best practices for writing content marketing pieces that travel the globe instead of just staying home on the couch.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" 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patterns<\/p>\n","protected":false},"author":6,"featured_media":28684,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[409],"tags":[388,12947],"class_list":{"0":"post-28683","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scannable-web-copy","8":"tag-eyetracking","9":"tag-web-visitors","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Eye tracking online shows where people look<\/title>\n<meta name=\"description\" content=\"Readers skim the surface of 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