US scientists have used special technology to track people’s eye movements over various web page layouts. Among other important titbits, they found that people looked at text before they looked at images, and concluded how you could craft your headlines to grab immediate attention.
But that was just the start. The research produced even more gems to give your web pages even more eye-catching power…
Copy style and layout
Eyetracking studies proved that shorter paragraphs hold people’s attention, while longer clusters tend to put people off reading. (Remember, we’re a lazy bunch!)
Researchers found that the optimum paragraph length for holding attention was just a sentence or two! So when you find that you’re using paragraphs of 60 words or more, try separating the text into more palatable chunks of 20 – 30 words.
Some site owners split their web copy into two or more columns, mimicking newspaper layouts. This may work for printed media, but research showed that it doesn’t perform well on the web, with people losing focus over multiple columns.
If you’re using two-column copy on your site, you’ve probably got more text than you really need. Try cropping it to a more manageable length, or maybe splitting it over two pages.
Navigation bars
These are usually placed in one of three areas on a site: vertically down the left or right-hand sides, or horizontally across the top.
Eyetracking tests showed that navigation bars on the right side outperformed those on the left. They received eye-fixations for much longer, though this may be due to the novelty value - people are more used to seeing them on the left.
However, the clear winner for getting attention was the horizontal top model, which held people’s gaze for much longer than the vertical variants.
Adverts and offers
When you’ve got a special offer for visitors or you’re advertising an affiliate service, placement is everything.
Research found that ads in the top left-hand portion of a webpage get the most eye fixations. Ads on the right hand side don’t do so well. And curiously, that’s the exact opposite to the rule for press advertising!
Moreover, if you place your ads or banners towards the foot of the page, they’ll hardly be seen at all. Important information of any sort should always be ‘above the fold’ so visitors can see it without hitting the dreaded scroll bar!
Placing ads and offers close to copy is a really useful trick. Ads close to headlines get the most attention, while banners and ads above your logo and navigation bar are always less effective.
Text-based adverts always outperformed graphic ads in tests, probably because people take time to read them. So think about using textual ads with some catchy copy – not just a pretty picture!
Graphics
While people seem to look at text before pictures, graphics still play a vital role. The visual aspect is a primary influence on our (subconscious) acceptance of the site itself, and larger images with bolder graphics command more of the visitor’s attention.
A typical postage stamp mug-shot was found to get a rapid glance from just 10% of participants, so that’s not a great contender for precious space on your web page. But an average sized image of about 230 x 230 pixels drew longer attention from over 70% of test subjects – so if you’re going for an image, it pays to go for broke!
Another important finding (that just confirms what experts have been saying for years) is that clear human faces drew the most attention. People are interested in people, and deep emotional responses are drawn from interaction with other human subjects.
Interestingly, the tests also found that people often click on photos and images – even if they don’t lead anywhere! So it may be an idea to hyperlink your images somewhere relevant, or to throw open a pop-up window…?
The research also showed that people recall simple facts, names and places best when they’re presented as text. But new, unfamiliar concepts and information were more accurately recalled when they were introduced through graphics and animation.
So when you’ve got different levels of information and detail to convey, think about how best they could be communicated. It’s always best to paint the broad strokes with eye-catching headlines and powerful copy. But if you’ve got a complex concept to put across, think about using diagrams, audio or video instead.
Remember, when each element on your page draws attention, you’re making a connection - and people will take more time to look at what you’re offering. And every second they stay on your site is another second they’ll stay away from your competition!
James Daniel is a copywriter and MD of EarthMonkey Media, a UK based creative agency specialising in online and offline marketing. For more of James’ tips & tricks, visit ukcopywriting.blogspot.com or sign up for a free monthly newsletter at www.earthmonkey.co.uk.
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