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How Eye Tracking Heats Up Conversions and Clicks

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Posted by steve on January 4, 2012 at 11:54 pm

Advertisers and marketers have known for many years about how a viewer’s gaze travels across visual media. The
effectiveness of any successful advertisement relies on understanding how the eye moves across a page, why it is
drawn to particular areas, and what causes a viewer to linger at a given spot.

Modern persuasive advertisements stem from classical and renaissance artists. The great artists of antiquity were
well versed in the use of spatial relationships and how the eye moves across a space.

In the 21st century, we see modern advertising employing these well-established concepts and are so well
entrenched in our minds that the same techniques permeate every facet of advertising in use today.

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