If we know when the reader drops off, we can do something about it with a turning point, a change of format, or a new section or headline that will reawaken their interest.
Heatmaps tell us which content or format is most attractive and whether we are really making good use of it. They notify us if we click on elements that are not clickable or that do not work properly.
If a user clicks on a photo
for example, it is because he or she may be hoping to obtain more information about it, such as a link.
If not, we’ve caused frustration and a poor user experience (yes, that sounds a bit dramatic).
In addition, we are being warned that there are elements that predispose us to interaction.
It will be very interesting to analyze what to do with these clickable points; whether they are really useful and should be used or whether they are a distraction and should be removed.
Heatmaps help us find the best place for CTAs .
It’s a matter of analysis, trial and error.
They inform us whether the user navigates
our site easily, whether they are able to follow the route that interests us or whether they find the information they are looking for.
By understanding our users’ behavior, we can belgium phone number list work to influence them in pursuit of our goals.
Tip #3: Users (and suspects) should always be kept in mind. They must always be at the centre of our strategy.
If the box is relevant content, why don’t you look at it?
Why is a back pocket, something seemingly taiwan data irrelevant, interesting?
What does Fernandito have to do with all this?
Benefits of eye tracking in content marketing
Eye tracking and heat maps allow us to better understand our user.
Consequently:
- We will be able to adapt our content to conversational marketing your interests, improve your experience and “guide” you towards our objectives.
- The tandem of experience and valuable content translates into branding , positioning (the user is happy and spends more time on the page) and authority.