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Design based on eye-tracking data

Use case

Create a usable, friendly site.

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1. Use a big, dominant headline with the complete value proposition, on the top-left zone.

If you have multiple headlines on a page, the components on the left get the attention. The first couple of words need to be real attention-grabbers.

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2. Put your menu top-horizontal - if you have to use a vertical menu, put it on the left.

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3. Make introductory paragraphs in bold or larger font size - add links to improve the number of link clicks overall.

The font that you use doesn’t really matter. Keep paragraph line lengths short and in a single column.

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4. Place your call to action in the bottom right area, or terminal area of the page.

The Gutenberg Rule describes the pattern through which the eyes move when looking at text-heavy content. It says that when the user reaches the lower right portion of a page, there is a break in the page scan process. The user will need to take an action, so that is the perfect spot to place CTA buttons and links. 

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5. Put the most important content above the fold.

Don’t try to squeeze everything in there, though. Cut-off images, incomplete text blocks, and other hints can guide users to scroll down.

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6. Use large, high quality photos of normal people facing forward.

Image quality is a significant factor in drawing attention. People facing forward in photos are more inviting and approachable.

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7. Stick with Apple products if you need to show pictures of smartphones.

A study by EyeTrackShop shows that consumers looking at groups of smartphones spent more time looking at Apple products than Android devices from Motorola, Samsung, and other manufacturers.

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8. Optimize your content to rank in the top three results in search engines. 

Most users don’t go further down the page. 

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Current Playbook:

Design based on eye-tracking data

Sep 08, 2021

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