ReachCustomersOnline.com

Search Engine Marketing: Top Five Eye-Tracking Laboratory Test Results

Posted by TimSlavin at January 4, 2006

"In 2005 three landmark search eye-tracking studies were conducted. Search engine marketing firm Enquiro ran the first tests on Google specifically, then MarketingSherpa's research team followed up with comparative tests on other major search engines such as MSN and Yahoo!. We also conducted a study of major shopping engines such as Shopping.com.

Turns out that when your customers and prospects search on Google, Yahoo!, or any other engine, their eyes view the results screen in a predictable series of involuntary reactions.

That's right--eye-tracking lab tests can predict what most people's eyes will do when they look at search results. You can learn if your ad copy will catch attention (or not). You can also discover how your position on the results page will catch attention. (Do you need to be the first ad on the page, or is it okay to be farther down?)"

Like the email eytracking story in this edition, this is excellent research from Marketing Sherpa.

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