The human brain is programmed to move its eyes in specific locations before looking at anything else. Certain things will “pop” out and catch the eyes attention. In marketing, understand how the human eye navigates on the web is very valuable for trying to capture an audience’s attention. We will discuss a few tips and tricks on where to put advertising and call-to-action buttons to get the most use out of them just from knowing where the eyes will travel to first on your webpage.
Where Will The Eye Look First?
The eye navigates like it has been programmed to and will move how it has been taught. The first place the eye immediately will look at when you first click on a website is the center of the page. It may only stay on here for a few seconds before moving, but always the eye is focused on the center before anything else. This can be shown through much research on eye movement patterns throughout the years. The next place the eye will look is in the upper left hand corner of the webpage. This is the area where a websites logo usually is placed. The eyes have been trained to naturally look from the left, to the right because that is how we have been taught to read and navigate through various information.
Where to Put Information on Your Webpage
Now that we know how the human eyes navigate on a webpage, we can determine the best areas to put the most valuable information and the areas where lesser valuable (but necessary) information should be placed. The call-t0-action button as well as the offer should be placed in the center of the webpage above the top half, or in the top left corner. Because the offer and call-to-action button are the most crucial and valuable assets of your company’s website, these should be placed in those locations. Doing this will catch the users attention first, and make your marketing efforts successful. Also, it has been shown through research that the human images on your website will always capture the users attention as we naturally identify with a human’s face before reading text. If the hero shot is in the center of the page looking to the upper left corner at the call-to-action button, this has been said to be the most effective of all.
Another great tool is to make the button text actionable. Strong words such as “Buy, Download, Get” and pairing them together with a sense of urgency will be highly effective in what the user will do next. If there is a sense of urgency paired with the action button, they will know what to expect after they click on the button.
Also, you should always try and label your images on a webpage to maximize the image impact. It has been shown through research that users will recall the image text almost 100% of the time.
Do not loosen up the writing on your page, keep it tight and divide it by subheadings or indents. It has also been shown through eye tracking studies that people have better recall when writing is tighter.
Finally, place the hero shot in the center of the webpage. The hero shot is basically the main image that you want to pop out to the user. This image will most likely be the largest image on the page. If in the center, the human eye will notice it first. As mentioned before, if your hero shot is a person looking up the the left, the human eye will notice where they are looking and look in the same direction. If the call-to-action button and offer is in this location, the person will most likely click on the offer or at least recall it for future reference.
When you first glanced at this blog what did you notice first? Was it the center image?
Daniel J. Ball (JR)
Graduated from Saint Leo University in November of 2014. Enjoys sports, fitness, and the company of good friends/family. I like learning and reporting about the changing landscape of marketing/advertising. Marketing via social media is increasing year to year as more people use social media on a daily basis. Learning about popular and current advertising strategies to incorporate onto social media platforms is fascinating to look into and write articles on that can be used as informative tools for marketers and online advertisers.