This week in class we learned about Web marketing through effective websites. I found the eye tracking study and heatmap very interesting. I have always heard that “eyes are the window to the soul”, and for marketing we must learn how to direct the viewers eyes through a page. Eye tracking is the study of the movements of a viewer’s eyes used in marketing to observe how consumers view advertisements. The study shown in class was on dating sites to track where males and female’s eyes go on dating profiles. The results of the study were fascinating to see how viewers eyes travel across a page. This allowed them to see what appeals more to the different target audiences to provide better matches.
We also looked at the website Hot Jar, https://www.hotjar.com/tour/ , showing heatmaps of websites. These heatmaps show how far consumers scroll through a web page. Each color as it scrolls through stands for people who make it through a website. Hot Jar is very beneficial for companies to know how their target audience views their website.
In my opinion, eye tracking and heatmaps can be a very beneficial technology for digital marketing. This allows a inside look into the consumers eyes for marketers to better understand their target audience.
