{"id":48379,"date":"2020-01-10T15:19:56","date_gmt":"2020-01-10T09:49:56","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=48379"},"modified":"2025-11-13T16:36:01","modified_gmt":"2025-11-13T11:06:01","slug":"eye-tracking-website-optimization","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/eye-tracking-website-optimization\/","title":{"rendered":"How Eye Tracking Can Help You With Website Optimization?"},"content":{"rendered":"\n<p>Eye tracking enables business owners and marketers to understand user interaction with their websites and landing pages. You can draw a lot of startling insights by using eye tracking with <a href=\"https:\/\/vwo.com\/insights\/heatmaps\/\">heatmaps<\/a> and strategizing the design of your landing pages.<\/p>\n\n\n\n<p>Are you struggling to meet the desired business goals and want to consider eye tracking to peep into your user\u2019s mind to uncover why? If yes, please read on.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/website-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Website Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"What is eye tracking?\" id=\"what-is-eye-tracking\" data-menu-id=\"what-is-eye-tracking\" style=\"text-align:left\"><strong><strong>What is eye tracking?<\/strong><\/strong><\/h2>\n\n\n<p>Eye tracking is the process of measuring and analyzing patterns of visual attention of your prospects when they land on your website. Fixation of eye movements is the typical metric of an eye-tracking system. When collated over some time, the data can provide you with crucial insights, such as where on a web page or other pieces of digital content a visitor has looked at and paid most of their attention. <a href=\"https:\/\/vwo.com\/blog\/eye-tracking-heatmap\/\">Analytical tools like heatmaps serve very handily when it comes to mapping eye movements<\/a>.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"What eye tracking can do to your website design?\" id=\"what-eye-tracking-can-do-to-your-website-design\" data-menu-id=\"what-eye-tracking-can-do-to-your-website-design\" style=\"text-align:left\"><strong>What eye tracking can do to your website design?<\/strong><\/h2>\n\n\n<p>Eye tracking can provide you with valuable insights, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Where your site visitors are looking and for how long they are looking<\/li>\n\n\n\n<li>How their focus moved from one item to another on your web page<\/li>\n\n\n\n<li>What parts of the user interface do they miss<\/li>\n\n\n\n<li>How they are navigating through a particular page<\/li>\n\n\n\n<li>How the size and placement of various page items is affecting their attention<\/li>\n<\/ul>\n\n\n\n<p>Having said that, below mentioned are ten smart ways to use eye tracking to <a href=\"https:\/\/vwo.com\/blog\/design-principles-increase-conversions\/\">enhance your site\u2019s design and improve conversions<\/a>.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"1. \u2018Fold\u2019 isn\u2019t always as important as you think\" id=\"1-fold-isnt-always-as-important-as-you-think\" data-menu-id=\"1-fold-isnt-always-as-important-as-you-think\" style=\"text-align:left\"><strong>1. \u2018Fold\u2019 isn\u2019t always as important as you think<\/strong><\/h3>\n\n\n<p>People do scroll. You just need to give them the right design cues to prompt their curiosity and move beyond the first-page fold.&nbsp;<\/p>\n\n\n\n<p>For instance, many marketers argue that placing your call-to-action(s) <a href=\"https:\/\/vwo.com\/glossary\/above-the-fold\/\">above the fold<\/a> is always a better option as the chances of your visitors easily identifying and clicking on them are comparatively high. Several success stories prove otherwise. They\u2019ve concluded that it typically depends upon your visitor\u2019s motivation.<\/p>\n\n\n\n<p>If, after looking at your audience\u2019s eye movements, you think that placing your call-to-action on the left side of the page is not getting you the number of clicks as anticipated, change its position. Develop a hypothesis and <a href=\"https:\/\/vwo.com\/testing\/\">run an A\/B test<\/a>. Rule out the guessing game and use actual data. <a href=\"#free-trial\">Take a 30-day free trial with VWO to try our insights and testing capabilities<\/a>.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"2. Visuals attract instantly\" id=\"2-visuals-attract-instantly\" data-menu-id=\"2-visuals-attract-instantly\" style=\"text-align:left\"><strong>2. Visuals attract instantly<\/strong><\/h3>\n\n\n<p>Our brains are far more engaged by storytelling, especially when they\u2019re accompanied by images and videos than heavy text placed all over the page. The reason is, people are more drawn toward visuals as they enrich their experience.&nbsp;<\/p>\n\n\n\n<p>See Google search results below from an eye-tracking study:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"476\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/moz-study.png\" alt=\"an eye tracking study of Google's SERP\" class=\"wp-image-48380\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/moz-study.png 560w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/moz-study.png?tr=w-375 375w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"https:\/\/neilpatel.com\/blog\/eye-tracking-studies\/\" target=\"_blank\" rel=\"noreferrer noopener\">NeilPatel<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Results with video thumbnails are getting more attention than textual results.&nbsp;<\/p>\n\n\n\n<p>Your prospects tend to look first at the image and then read the text if the visuals are captivating enough. With this human behavior, the ball lies in your court as it can facilitate the rise in conversion rates by fast-tracking the decision-making process of your prospects.&nbsp;<\/p>\n\n\n\n<p>Furthermore, the placement of your visuals and the kind of visuals you\u2019re using matter. Exact Target, a global <a href=\"https:\/\/vwo.com\/blog\/conversion-rate-optimization-tips-saas-website\/\">SaaS<\/a> provider of digital marketing services, increased its conversion rate by 40.18% by simply replacing its landing page image.<\/p>\n\n\n\n<p>Formerly, the image on their landing page showed a laptop screen to draw attention to the announcement of the conference, giving a false impression that the event was a virtual conference instead of a live event.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"492\" height=\"217\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Exact-Target-Control.jpg\" alt=\"control version of the landing page for ExactTarget\" class=\"wp-image-48381\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Exact-Target-Control.jpg 492w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Exact-Target-Control.jpg?tr=w-375 375w\" sizes=\"(max-width: 492px) 100vw, 492px\" \/><figcaption class=\"wp-element-caption\">Control<br>Image Source: <a href=\"http:\/\/exacttarget.com\" target=\"_blank\" rel=\"noreferrer noopener\">Exact Target<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>However, their CTR shot to 40%, when they replaced the laptop screen with an image of a conference as shown in their variation below confirming that relevant images play a crucial role in pushing visitors down the conversion funnel:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"487\" height=\"220\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Exact-Target-Variation.jpg\" alt=\"variation version of the landing page for the ExactTarget\" class=\"wp-image-48382\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Exact-Target-Variation.jpg 487w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Exact-Target-Variation.jpg?tr=w-375 375w\" sizes=\"(max-width: 487px) 100vw, 487px\" \/><figcaption class=\"wp-element-caption\">Variation<br>Image Source: Exact Target<\/figcaption><\/figure>\n<\/div>\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png\" alt=\"Blog Banner How Eye Tracking Can Help You With Website Optimization\" class=\"wp-image-59499\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"3. Apply the Contrast Principle\" id=\"3-apply-the-contrast-principle\" data-menu-id=\"3-apply-the-contrast-principle\" style=\"text-align:left\"><strong>3. Apply the Contrast Principle<\/strong><\/h3>\n\n\n<p>Before-after examples allow easy comparison and force people to pay attention to everything you intend to bring to their notice.<\/p>\n\n\n\n<p>Robert Stevens of ThinkEyeTracking.com experimented to confirm this behavior in real life. The first group of people was shown only the promotional items.&nbsp;<\/p>\n\n\n\n<p>The second group of people was shown promotional items stacked with full-price items. <a href=\"https:\/\/neilpatel.com\/blog\/eye-tracking-studies\/\">The eye-tracking study<\/a> showed that these believed-to-be useless \u2018pre-sale\u2019 prices were not that useless after all.<\/p>\n\n\n\n<p>Consumers from the second group took note of the full price of items during the purchase. They were more satisfied with getting a good value for money rather than their counterpart, which was shown as promotional items only.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"384\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/encircled.png\" alt=\"contrast principle highlighted in the eye tracking study in an ecommerce mart\" class=\"wp-image-48383\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/encircled.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/encircled.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\"><em><em>Encircled image shows consumers engaging with the full price of items that were stacked with promotional items.<\/em><br><\/em><\/figcaption><\/figure>\n<\/div>\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"4. Adapt to an F-shaped reading pattern\" id=\"4-adapt-to-an-f-shaped-reading-pattern\" data-menu-id=\"4-adapt-to-an-f-shaped-reading-pattern\" style=\"text-align:left\"><strong>4. Adapt to an F-shaped reading pattern<\/strong><\/h3>\n\n\n<p>It\u2019s a human tendency to begin reading from the left side of the page and move toward the right. The f-shaped reading pattern authenticates the same.<\/p>\n\n\n\n<p>As a visitor lands on a page, they automatically pay more attention to the elements placed on the left side of the page than the right ones and that follows even when they move further down.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"785\" height=\"364\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/F-shaped.png\" alt=\"a screenshot of a F-shaped reading pattern\" class=\"wp-image-48384\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/F-shaped.png 785w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/F-shaped.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/F-shaped.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/F-shaped.png?tr=w-375 375w\" sizes=\"(max-width: 785px) 100vw, 785px\" \/><figcaption class=\"wp-element-caption\">Image Source: NeilPatel<\/figcaption><\/figure>\n\n\n\n<p>So, this makes one thing clear \u2014 try and keep all your important content on the left side of the page. Underwater Audio, one of the leading eCommerce companies, <a href=\"https:\/\/vwo.com\/success-stories\/underwater-audio\/\">used the F-shape pattern to its<\/a> advantage and increased its<a href=\"https:\/\/vwo.com\/success-stories\/underwater-audio\/\"> sales by 35.6%.<\/a><\/p>\n\n\n\n<p>They shifted important testimonials from the right side of the page to the left side so that they\u2019re prominently visible before the call-to-action. As hypothesized, the testimonials influenced prospects\u2019 thought sequences besides enhancing their user experience, helping them increase their sales as anticipated.&nbsp;<\/p>\n\n\n\n<p>The f-shaped pattern also suggests that a website\u2019s header gets a lot of attention. You should put information, such as free shipping, contact number, search bar, money-back guarantee, et al. in a strategic position to increase visibility and <a href=\"https:\/\/vwo.com\/conversion-rate-optimization\/\">optimize the website\u2019s conversion rate<\/a>.&nbsp;<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"5. Guide visitors with directional cues\u00a0\" id=\"5-guide-visitors-with-directional-cues\" data-menu-id=\"5-guide-visitors-with-directional-cues\" style=\"text-align:left\"><strong>5. Guide visitors with directional cues\u00a0<\/strong><\/h3>\n\n\n<p>Human eyes tend to follow the direction they\u2019re pointed in. As the call-to-action is your most important page element, you must point your prospects toward it.<\/p>\n\n\n\n<p>Notice in the image given below how the arrow brings attention to the search bar immediately, making the purpose of the page very clear for prospects:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"237\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Write-work.png\" alt=\"an example of how arrows on a website give directional cues\" class=\"wp-image-48386\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Write-work.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Write-work.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"https:\/\/www.writework.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">WriteWork<\/a><br><\/figcaption><\/figure>\n<\/div>\n\n\n<p>However, using a pointer is not the only way to guide an individual\u2019s attention in a particular direction. With images, it gets more subtle than that.<\/p>\n\n\n\n<p>Eye-tracking studies have shown that it matters where subjects in images are looking. Subconsciously, people tend to follow the gaze of subjects and look in the same direction. This is illustrated in the image below, taken from an <a href=\"https:\/\/www.writework.com\/\">eye-tracking study<\/a>:&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"218\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Fixation.png\" alt=\"a screenshot from an eye-tracking study involving the placement of photos\" class=\"wp-image-48387\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Fixation.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Fixation.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Image Source: NeilPatel<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Make your subject look or point in the direction of your call-to-action (or important information you\u2019re trying to convey) and test it to see how it impacts your conversion rate.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/cxl.com\/research-study\/visual-cue-study\/\">ConversionXL<\/a> conducted research on which visual cues drive the most attention. They created variations of a lead gen page featuring different visual cues.&nbsp;<\/p>\n\n\n\n<p>The variations had one of the cues each from the following:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Human looking away from the form&nbsp;<\/li>\n\n\n\n<li>Humans looking toward the form&nbsp;<\/li>\n\n\n\n<li>Arrow&nbsp;<\/li>\n\n\n\n<li>Triangular graphics<\/li>\n\n\n\n<li>Line&nbsp;<\/li>\n\n\n\n<li>Prominent form&nbsp;<\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"6. Don\u2019t make visitors dwell on the \u201cdead weight\u201d\" id=\"6-dont-make-visitors-dwell-on-the-dead-weight\" data-menu-id=\"6-dont-make-visitors-dwell-on-the-dead-weight\" style=\"text-align:left\"><strong>6. Don\u2019t make visitors dwell on the \u201cdead weight\u201d<\/strong><\/h3>\n\n\n<p><a href=\"https:\/\/en.wikipedia.org\/wiki\/Fitts%27s_law\">Fitt\u2019s law<\/a> states that an element\u2019s \u2018weight\u2019 in the visual hierarchy determines the attention it gets. Your call-to-action should ideally have the highest weight on the page. But if a less critical, non-clickable element carries the weight that diverts visitors from the call-to-action, you must take measures to fix the visual hierarchy.&nbsp;<\/p>\n\n\n\n<p>A great example here is <a href=\"https:\/\/www.techwyse.com\/blog\/website-conversion\/using-heat-maps-for-improved-landing-page-conversion\/\">TechWyse\u2019s case study<\/a>. See their original page below followed by its heatmap:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"237\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/trucker.png\" alt=\"screenshot of the landing page for Truckers Asset website\" class=\"wp-image-48389\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/trucker.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/trucker.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Image Source: NeilPatel<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Heat map of the above landing page:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"233\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trucker-heat-map.png\" alt=\"heatmap of the landing page for Truckers Assist website\" class=\"wp-image-48390\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trucker-heat-map.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trucker-heat-map.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Image Source: NeilPatel<\/figcaption><\/figure>\n<\/div>\n\n\n<p>The \u2018No-Fee\u2019 badge is attracting maximum attention on the page. But the problem is that it is a non-clickable element and hence, stealing away the thunder of the main call-to-action button. Removing the badge fixed the flaw in the visual hierarchy of the page, allowing the call-to-action button to get the attention it deserved:&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"549\" height=\"243\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trucker-heat-map-2.png\" alt=\"heatmap of the alternate version of the landing page for Truckers Assist website\" class=\"wp-image-48391\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trucker-heat-map-2.png 549w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trucker-heat-map-2.png?tr=w-375 375w\" sizes=\"(max-width: 549px) 100vw, 549px\" \/><figcaption class=\"wp-element-caption\">Image Source: NeilPatel<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><em><a href=\"https:\/\/vwo.com\/website-optimization\/#guide-download\"><span style=\"text-decoration: underline\">Download Free: Website Optimization Guide<\/span><\/a><\/em><\/h2>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"7. Use white space wisely\" id=\"7-use-white-space-wisely\" data-menu-id=\"7-use-white-space-wisely\" style=\"text-align:left\"><strong>7. Use white space wisely<\/strong><\/h3>\n\n\n<p>Any space that is free from images or text is white, no matter what color it might have. Appropriate use of whitespace increases legibility and allows natural <a href=\"https:\/\/vwo.com\/glossary\/eye-flow\/\">eye flow<\/a> on the page. As a result, essential page elements get the necessary traction and improve the chances of more conversions.&nbsp;<\/p>\n\n\n\n<p>Placing call-to-action and headlines on whitespace helps to make them stand out on the page. When you use a larger-than-life image as the backdrop, it serves as a perfect whitespace to reel people in.&nbsp;<\/p>\n\n\n\n<p>The use of white space comes with a disclaimer, though. Too much whitespace can also give a sense of disconnect between your page elements. This is why <a href=\"https:\/\/vwo.com\/success-stories\/trinity-insights\/\">when Trinity Insight displayed its product price closer to the \u2018Add to cart\u2019 button, it increased its sales manifold.<\/a><\/p>\n\n\n\n<p>Their control looked as shown below:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"485\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Control.png\" alt=\"Trinity Insight Control\" class=\"wp-image-59505\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Control.png 730w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Control.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Control.png?tr=w-375 375w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure>\n<\/div>\n\n\n<p>Their variation that lifted their conversion to 10% applied an efficient buy box strategy, as shown below:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"485\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Variation.png\" alt=\"Trinity Insight Variation\" class=\"wp-image-59507\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Variation.png 730w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Variation.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Trinity-Insight-Variation.png?tr=w-375 375w\" sizes=\"(max-width: 730px) 100vw, 730px\" \/><\/figure>\n<\/div>\n\n\n<p>Therefore, we recommended A\/B testing the visual elements on your page or validating a larger redesign of your page with <a href=\"https:\/\/vwo.com\/glossary\/split-url-testing\/\">split-URL testing<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png\" alt=\"Blog Banner How Eye Tracking Can Help You With Website Optimization 2\" class=\"wp-image-59497\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Blog-Banner_How-Eye-Tracking-Can-Help-You-With-Website-Optimization_-2.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"8. Tune your typography\" id=\"8-tune-your-typography\" data-menu-id=\"8-tune-your-typography\" style=\"text-align:left\"><strong>8. Tune your typography<\/strong><\/h3>\n\n\n<p>How you style or present your text is what makes people decide whether or not they\u2019d want to explore and engage with your site. Crammed text like the one shown in the image above will dissuade people from reading it. But only taking care of text spacing isn\u2019t enough either.&nbsp;<\/p>\n\n\n\n<p>Headings and subheadings must stand out to adapt to online scan behavior. Give them relevant h1, and h2 tags. Use short paragraphs and sentences, and a font style and size that\u2019s easy to read. <\/p>\n\n\n\n<p>Bullet points in the text also come in handy when it comes to giving a quick overview to readers about the important points. Sometimes knowing what to emphasize can make a big difference.&nbsp;<\/p>\n\n\n\n<p>Royal Discounts, a leading eCommerce company, increased the font size of <a href=\"https:\/\/vwo.com\/success-stories\/royal-discount\/\">their sale price on their product page only to see their conversions improve by 36.54%.<\/a><\/p>\n\n\n\n<p>Their control looked like as shown below with the sale price mentioned as standard text which was not standing out from the rest of the content:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"759\" height=\"781\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_original-Control.jpg\" alt=\"screenshot of the control version of the website\" class=\"wp-image-48397\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_original-Control.jpg 759w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_original-Control.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_original-Control.jpg?tr=w-375 375w\" sizes=\"(max-width: 759px) 100vw, 759px\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"https:\/\/royaldiscount.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Royal Discount<\/a><\/figcaption><\/figure>\n\n\n\n<p>Their variation, as shown below, had the price emphasized in the bold font that resulted in a massive rise in <a href=\"https:\/\/vwo.com\/glossary\/click-through-rate\/\">click-through-rate<\/a> as well as in revenue:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"759\" height=\"781\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_challenger-Variation.jpg\" alt=\"screenshot of the variation version of the website\" class=\"wp-image-48398\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_challenger-Variation.jpg 759w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_challenger-Variation.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/Royal_challenger-Variation.jpg?tr=w-375 375w\" sizes=\"(max-width: 759px) 100vw, 759px\" \/><figcaption class=\"wp-element-caption\">Image Source: Royal Discount<\/figcaption><\/figure>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"9. Encapsulate what\u2019s important\" id=\"9-encapsulate-whats-important\" data-menu-id=\"9-encapsulate-whats-important\" style=\"text-align:left\"><strong>9. Encapsulate what\u2019s important<\/strong><\/h3>\n\n\n<p>The foundation of good visual hierarchy is based on prioritizing your website goals that are aligned with your business goals. Call-to-action buttons, lead-generation forms, or even some important points listed in a box can all work well for your conversions.&nbsp;<\/p>\n\n\n\n<p>Frames draw eyes to what\u2019s inside them. For example, Ozscopes rests buyer anxiety by addressing their main concerns in a neatly designed box that cannot be missed on their product pages. Check out the image given below:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"270\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/encapsulation.png\" alt=\"an example of how we can address the major concerns of visitors on product detail page\" class=\"wp-image-48399\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/encapsulation.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/01\/encapsulation.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Image Source: <a href=\"https:\/\/www.ozscopes.com.au\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ozscopes<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>Bonus content: Watch a webinar to learn how UX research contributes to a testing program<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-wp-embed is-provider-wistia-inc wp-block-embed-wistia-inc\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"Role of UX Researcher in Formulating Testing Strategy R1 Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/sbjbanf5pi?dnt=1#?secret=YlmQ3nk23b\" data-secret=\"YlmQ3nk23b\" frameborder=\"0\" scrolling=\"no\" width=\"690\" height=\"388\"><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">Role of UX researcher in formulating testing strategy<\/figcaption><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conclusion\" id=\"conclusion\" data-menu-id=\"conclusion\" style=\"text-align:left\"><strong>Conclusion<\/strong><\/h2>\n\n\n<p>All the above points are necessary to understand how you should guide visitors\u2019 eyes on your webpage for better conversions.&nbsp;<\/p>\n\n\n\n<p>However, you must do your research and ensure that your business goals are well-aligned with your expectations from the eye-tracking tool, before finalizing it as a potential website marketing strategy for your enterprise. Also, the insights that you receive from eye tracking should be used as hypotheses to be validated via A\/B testing. VWO offers an all-inclusive and guided 30-day trial that you can use to make the most of your <a href=\"https:\/\/vwo.com\/website-optimization\/\">website optimization<\/a> efforts. <a href=\"#free-trial\">Try it out for yourself<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Eye tracking enables business owners and marketers to understand user interaction with their websites and landing pages. You can draw a lot of startling insights by using eye tracking with heatmaps and strategizing the design of your landing pages. Are you struggling to meet the desired business goals and want to consider eye tracking to&#8230;<\/p>\n","protected":false},"author":373,"featured_media":48539,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":10,"footnotes":""},"categories":[1865],"tags":[],"feature":[10526,1858],"industry-type":[],"product":[10627],"role":[10640],"region":[],"class_list":["post-48379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-website-optimization","feature-experimentation-platform","feature-website-heatmap"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Learn How Eye Tracking Helps With Website Optimization | VWO<\/title>\n<meta name=\"description\" content=\"Eye-tracking can enable business owners &amp; marketers to understand how their users interact with their websites &amp; landing pages. 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